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Written by Chloé Billard
On Thursday, February 15 Positive Company® has had the pleasure of organizing a webinar on the CSR operational practices in the Media and Press sector.
The opportunity to host two companies labeled Positive Company®: the advertising agency 366 represented by Bruno Ricard, Deputy General Director of Marketing, Studies, and Communication and the press group Sipa Ouest-France, represented by Julie Quintard, Head of Engagement and Sustainable Development to highlight their CSR commitments.
1. The transforming press sector
The agency 366 initiated in 2020 an audit of PQR (Regional Daily Press) publishers in France thanks to the Scoring by Positive solution. This audit provided the opportunity to measure and build consolidated reports on all CSR indicators of press actors to then compare their progress over three years.
- Proactive risk management
First observed result: a clear progression in proactive CSR risk management (77% of PQR publishers improved this risk management in 2023 compared to 67% in 2021).
Among the identified challenges, advertising funding, which represents 30% of PQR revenues, has been highlighted. The new practices of advertisers and the rise of GAFAM in digital have underscored the need to rethink the value proposition. The diversification of activities is thus presented as a strategy to ensure the sustainability and strength of the regional journalism model.
The issues related to the supply of printing consumables (papers, plates, inks) have also been addressed, highlighting the economic risks related to the availability and prices of paper, intensified by the COVID-19 crisis.
Bruno Ricard emphasizes that risks can be more easily anticipated by mapping them.
- Reasons for being
The audit also revealed that 70% of PQR titles have defined their reason for being, often embodied by the reliability and the local aspect of information. A significant step forward in structuring CSR strategies! Bruno Ricard also reminds us of the reason for being of 366: « Mobilizing positive energies to support information and pluralism in the territories ».
- Carbon footprint
Another key piece of information: 85% of PQR titles conducted a carbon footprint assessment in 2023 compared to 31% in 2021. This assessment allows for work on the components that can contribute to reducing this carbon impact.
The realization of these carbon footprints has allowed for a more accurate representation of the carbon impact of PQR. Previously, the estimation of this footprint relied on international industry averages. Currently, the measurement is conducted specifically for each publisher, revealing a carbon footprint lower than the averages previously used.
The main challenge of these assessments is subsequently to propose an adequate carbon trajectory.
- Sensibilisation
In 2023, 92% of PQR titles offer pages or articles dedicated to sustainable development issues compared to 58% in 2021. A real step forward in raising public awareness!
2Labeling: a necessary step for structuring
Bruno Ricard mentions two factors that led 366 to CSR labeling: the challenge and the commitment. The labeling process is a demanding system that requires compliance, in this sense it helps to structure a CSR approach. 366 has also demonstrated the effectiveness of this strategic action plan by achieving the second star during its third audit.
Regarding the Sipa Ouest-France group, Julie Quintard observes that the labeling has allowed for a true exposure of the company, enabling it to confront the external views of its stakeholders and thus enter into a process of continuous improvement.
3. Concrete actions implemented to reduce its emissions
The two major players in the press reveal their impactful actions to us.
- Le papier : un enjeu important pour le milieu de la presse
Paper represents the second largest source of greenhouse gas emissions for the Sipa Ouest-France group (22% of GHG). According to ADEME, 30% of newspapers are recycled outside of France. Sipa Ouest-France offers solutions to recycle paper.
First, the group implements a reverse logistics system that allows for the collection of read newspapers from the reader's mailbox when delivering the new newspaper, fitting into a short circuit approach.
The paper then recycled can become an ecological insulation for houses or paper pulp.
The Sipa Ouest-France group also owns the Publihebdos group, which publishes weekly newspapers throughout France. In these weeklies, the back cover of each newspaper has also been revised to leave a space for writing the customer's address in order to reduce packaging and paper waste. This is what is called open addressing.
It is important to note that within the press industry, 80% of paper is recycled and 100% is certified PEFC/FSC and has been for 25 years.
- Programme de mécénat interne
The 366 management launched an internal sponsorship program in 2021 that gives employees a voice by providing financial support to a project or association they are involved in. Thus, in 2023, two associations were supported by 366, both related to disability and sports. This year, the supported association offers abused women a perspective of rebuilding through the practice of fencing.
- The transformation of freight transport
Freight transport within the Sipa Ouest-France group represents 30% of the carbon footprint. The group continues its electrification efforts in distribution. Another example, La Poste's bicycles are reused after 5 years to be refurbished by the Sipa Ouest-France group and reused by the carriers.
- The importance of a committed charter
The Sipa Ouest-France group anchors its commitment through a journalism charter that meets the ecological challenge in 13 points. This implies a duty of transparency and respect for this charter in all published articles.
4.The impact of collaboration and stakeholder engagement
"The questioning of stakeholders is key," declares Julie Quintard.
In conclusion, this webinar provided a fascinating insight into the initiatives undertaken by 366 and the Sipa Ouest-France group, two major players in the press industry, to transform this sector towards a more responsible model. Furthermore, the need to collaborate and consult stakeholders was clearly emphasized in the success of structuring and guiding actions related to CSR.