In this edition of the Masterclasses of Managerial Excellence, we had the pleasure of welcoming Assaël Adary, co-founder of Occurrence, a firm specializing in responsible communication. An influential figure in France, Assaël shared his expertise and vision on the challenges of responsible communication in the era of greenwashing, fake news, and increasingly biased media. A topical subject for companies, which are often torn between authentic communication and the temptation to manipulate public opinion.
Between Communication and Manipulation: a Blurred Line
Assaël Adary highlights the delicate boundary between communication and manipulation, a distinction that has become complex in a world where expectations towards brands are increasing. He reminds us that communication is not a neutral ground; it is often used to influence behaviors, which has led to abuses such as greenwashing. “Transparency and ethics” are therefore crucial to rebuild trust with the public. One of the solutions? Self-regulation, a means for companies to become more responsible, although legislation remains essential to set limits.
Ethics: an Essential Pillar
For Assaël, ethics is the highest level of regulation. It is all the more important as companies operate in varied cultural and legislative contexts. Ethics must guide the actions and discourse of brands so that they do not limit themselves to superficial actions. Assaël encourages communicators to integrate ethics as a professional standard to avoid drifts that would harm companies’ reputations.
The Green Claims Directive: towards more Responsible Communication
A highlight of the interview was dedicated to the European Green Claims directive, which imposes strict criteria to regulate companies’ environmental claims. This directive aims to combat greenwashing by requiring that any environmental statement be scientifically proven and verifiable. For Assaël, this legislation marks a turning point in terms of corporate responsibility and leads communicators to be more rigorous.
Co-Development and Sincerity: Key Principles
Assaël Adary emphasizes the importance of co-development in responsible communication strategy. According to him, working with all stakeholders allows for building a message that resonates authentically and impactfully. Humility and sincerity must be at the heart of initiatives to avoid dissonances between what the company advocates and what it actually puts into practice.
Responsible Communication and Artificial Intelligence
The rise of artificial intelligence in communication also raises ethical issues. Assaël emphasizes the need to regulate the use of AI to avoid biases and drifts, reminding that AI should remain at the service of sincerity and transparency, without becoming a tool for manipulating perceptions. Communicators must therefore ask themselves ethical questions to ensure that AI remains a responsible tool.
A Vision Inspired by Marie Curie
Assaël concludes the “interview by sharing a quote from Marie Curie that inspires his approach: ‘Nothing in life is to be feared, it is only to be understood.’ For him, this phrase well summarizes the” attitude that communicators should adopt in face of the challenges of responsible communication. Rather than fearing new ethical requirements, companies must understand and integrate them to build stronger and more lasting relationships with their audience.
This exchange has allowed for a better understanding of the challenges and best practices of responsible communication in a world seeking transparency.
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