Profession: marketing and advertising still frowned upon

It’s still not crazy love… A study carried out by Kantar Insights France, in partnership with the French Marketing Association (AFM) highlights an aversion of the French towards the marketing and advertising professions. Thus 33% negative opinion against 23% positive opinion. Same observation for advertising, with 48% negative opinion for only 17% positive opinion. Pierre Gomy, Head of Marketing, Central & Southern Europe, Kantar Insights explains that “there are still good reasons to remain optimistic. Other studies by Kantar show that the French trust brands. They therefore separate brands from marketing. They expect a lot from them, especially to tackle environmental and societal promises. Even if they must give them guarantees of sincerity and quickly propose solutions so that the orientation towards sustainable consumption concerns the whole of the population“.

Capitalism and excesses

The study reveals that marketing is associated with a lexical field related to “manipulation, lying, scam or profit” note the authors of the study. Among the grievances addressed to it more specifically: marketing is perceived as serving above all the interests of companies and not those of consumers (79%), making it possible to sell products more expensive than their value (67%), giving the illusion of pleasure and well-being without really bringing it (65%).The French also believe that marketing encourages unnecessary purchases and waste (69%), contributes to degrading the he environment (53%), reinforces cultural stereotypes (52%), and a majority considers that it is intrusive, that it does not respect privacy.

Youth to the rescue

Younger people have a very different image of sectors and professions, which benefits marketing. Indeed, it is the profession that marks the greatest difference between 18-24 year olds and the rest of the population: 42% of positive opinion, against 23% for the population as a whole. This generation sees more positives and fewer negatives. This is particularly true for dimensions relating to customer satisfaction (relevance of offers, fair prices, successful experiences, good deals).

Kantar Insigjt - marketing professions

Amina Béji-Bécheur, professor of management at Gustave Eiffel University, VPI delegate Maghreb zone, president of the AFM explains that “at a time of calls for sobriety, problems of purchasing power and questioning of the responsibility of brands, the marketing professions are, to say the least, undermined in public opinion. This does not date from yesterday but obliges our responsibility as producing knowledge of the field and training the professionals of tomorrow… In a spirit of collective construction of knowledge, we have initiated a partnership of the AFM with Kantar, which brings together researchers and practitioners around ten themes of reflection on transformations for responsible marketing“.

Profession: marketing and advertising still frowned upon