A study carried out by Kantar Insights France, in partnership with the French Association of Marketing (AFM) highlights an aversion of the French towards the professions of Marketing and Advertising.
Marketing: a profession that suffers from an image deficit
Hard fact for marketing professionals. A large majority of French people have a negative image of the profession: 33% negative opinion against 23% positive opinion. Same observation for its corollary, advertising, with 48% negative opinion for only 17% positive opinion.
The best-rated professions are crafts, health and agriculture, professions which, in times of crisis, appear more essential than ever. And, some trades receive very positive treatment. This is the case for the police and the army, which have a positive opinion of 61% against only 13% of a negative opinion.
Amina Béji-Bécheur, Professor of Management – Gustave Eiffel University, VPI delegate Maghreb zone, president of the AFM declares: “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 teachers.es-researchers.es producing knowledge of the field and training the professionals of tomorrow… In a spirit of collective construction of knowledge, we have initiated a partnership ‘AFM with Kantar which brings together researchers and practitioners around 10 themes of reflection on transformations for responsible marketing’.
Pierre Gomy, Head of Marketing, Central & Southern Europe, Kantar Insights continues: “Despite these results, which must question our entire profession in the practices implemented, 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 “
Marketing and advertising: embodiment of capitalism and its excesses for the French
The study reveals that marketing – whose commercial objective is underlying – is associated with a lexical field linked to manipulation, lies, scams or even profit. Among the grievances addressed to him more specifically; marketing is perceived as primarily serving 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 bring (65%).
The French also believe that marketing encourages unnecessary purchases and waste (69%), contributes to degrading the environment (53%), reinforces cultural stereotypes (52%). Finally, a majority of French people believe that it is intrusive, that it does not respect privacy.
Young people save the image of marketing
In this not very flattering picture some positive dimensions emerge all the same. 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 perceives more positive aspects (and fewer negative aspects): this is particularly true for dimensions relating to customer satisfaction (relevance of offers, fair prices, successful experiences, good deals).
As a result, 18-24 year olds are more attracted to marketing jobs. When the French are asked about their desire to exercise a profession in the sector, the difference between the generations is flagrant.