{"id":330049,"date":"2024-03-18T13:38:16","date_gmt":"2024-03-18T13:38:16","guid":{"rendered":"https:\/\/integralads.com\/?p=330049"},"modified":"2024-06-20T09:59:49","modified_gmt":"2024-06-20T09:59:49","slug":"pourquoi-le-marketing-inclusif-doit-etre-une-priorite-absolue-pour-les-marques","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/pourquoi-le-marketing-inclusif-doit-etre-une-priorite-absolue-pour-les-marques\/","title":{"rendered":"Recherche IAS : Diversit\u00e9 et Inclusion"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/03\/FR-Diversity-and-Inclusion-Research-Social-Generic-Promotion-1024x536.png\" alt=\"\" class=\"wp-image-330065\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/03\/FR-Diversity-and-Inclusion-Research-Social-Generic-Promotion-1024x536.png 1024w, https:\/\/integralads.com\/wp-content\/uploads\/2024\/03\/FR-Diversity-and-Inclusion-Research-Social-Generic-Promotion-300x157.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2024\/03\/FR-Diversity-and-Inclusion-Research-Social-Generic-Promotion-768x402.png 768w, https:\/\/integralads.com\/wp-content\/uploads\/2024\/03\/FR-Diversity-and-Inclusion-Research-Social-Generic-Promotion.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<p>\u00a0<\/p>\n<p>\u00c0 l&#8217;\u00e8re de la publicit\u00e9 responsable, la diversit\u00e9 et l&#8217;inclusion doivent \u00eatre une priorit\u00e9 absolue. La cr\u00e9ation mais \u00e9galement la diffusion des publicit\u00e9s doivent \u00eatre le reflet des changements qui s&#8217;op\u00e8rent dans notre soci\u00e9t\u00e9. Les attentes ainsi que les r\u00e9actions du public face aux publicit\u00e9s sont r\u00e9v\u00e9latrices de l\u2019\u00e9tat de la soci\u00e9t\u00e9.<\/p>\n<p>Dans notre derni\u00e8re \u00e9tude, nous voulions montrer que l&#8217;int\u00e9gration de la diversit\u00e9 dans la publicit\u00e9 a une incidence manifeste sur la perception, la r\u00e9ceptivit\u00e9 et le comportement d&#8217;achat des consommateurs Fran\u00e7ais.<\/p>\n<p><strong>Voici un petit aper\u00e7u de nos r\u00e9sultats :<\/strong><\/p>\n<ul>\n<li><strong>83%<\/strong>\u00a0des Fran\u00e7ais attendent un effort collectif des marques afin de sponsoriser uniquement des contenus inclusifs<\/li>\n<li><strong>42%<\/strong>\u00a0des Fran\u00e7ais sont pr\u00eats \u00e0 changer de marque en faveur d&#8217;une marque plus engag\u00e9e, m\u00eame s&#8217;ils \u00e9taient fid\u00e8les \u00e0 cette marque depuis des ann\u00e9es<\/li>\n<li><strong>1 Fran\u00e7ais sur 2<\/strong>\u00a0pensent que les marques valident le contenu dans lequel se trouve\u00a0leurs publicit\u00e9s<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u00e9thodologie: <\/span><span style=\"font-weight: 400;\">\u00c9chantillon repr\u00e9sentatif de la population fran\u00e7aise \u00e2g\u00e9e de 18 ans et plus de 570 personnes \u00e9tude men\u00e9e en Janvier 2024. <\/span><\/p>\n<p><strong>T\u00e9l\u00e9chargez notre derni\u00e8re \u00e9tude &#8220;La communication de marque \u00e0 l&#8217;\u00e8re de la diversit\u00e9 et de l&#8217;inclusion&#8221; et d\u00e9couvrez comment un message inclusif peut \u00eatre synonyme de transition sociale et de performance.\u00a0<\/strong><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>\u00a0 \u00c0 l&#8217;\u00e8re de la publicit\u00e9 responsable, la diversit\u00e9 et l&#8217;inclusion doivent \u00eatre une priorit\u00e9 absolue. La cr\u00e9ation mais \u00e9galement la diffusion des publicit\u00e9s doivent \u00eatre le reflet des changements qui s&#8217;op\u00e8rent dans notre soci\u00e9t\u00e9. Les attentes ainsi que les&#8230;<\/p>\n","protected":false},"author":66,"featured_media":330038,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43,472,463,55,485,41],"tags":[],"class_list":["post-330049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability","category-ciblage-contextuel","category-etudes","category-featured","category-featured-fr","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Recherche IAS : Diversit\u00e9 et Inclusion - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/fr\/insider\/pourquoi-le-marketing-inclusif-doit-etre-une-priorite-absolue-pour-les-marques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recherche IAS : Diversit\u00e9 et Inclusion\" \/>\n<meta property=\"og:description\" content=\"\u00a0 \u00c0 l&#8217;\u00e8re de la publicit\u00e9 responsable, la diversit\u00e9 et l&#8217;inclusion doivent \u00eatre une priorit\u00e9 absolue. La cr\u00e9ation mais \u00e9galement la diffusion des publicit\u00e9s doivent \u00eatre le reflet des changements qui s&#8217;op\u00e8rent dans notre soci\u00e9t\u00e9. 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