The 2025* barometer measures both the evolution of brand engagement within French companies, but also the impact of the phenomenon on MarCom professions.
In this blog, we will focus on certain conclusions that strike us, in order to share our approach to them and how to turn them into strengths for your brand image.
Some striking findings from this 2025 barometer:
Internal environmental best practices and employee well-being remain top priorities. The theme of inclusion and diversity is surprisingly declining.
This question reveals the practices themselves, not their perceived impact. Environmentally friendly practices are at the forefront; these are necessary “quick wins” but not sufficient to create a strong CSR image for companies. Indeed, these practices are in place in all large companies and are certainly not the ones most valued by job applicants.
Other topics, in the following positions, such as employee well-being and local engagement, are also gaining ground. They demonstrate that some companies have chosen their own CSR focus and refused to follow trends when they had the opportunity. This is an important point that we will emphasize in the advice we give our clients, as discussed in this article.
Many other CSR engagement themes could be more visible in this table: it doesn’t show any social impact initiatives by the company (employee participation in humanitarian work, for example) or environmental actions benefiting the community (community orchards, reforestation, river cleanup, etc.). We will advise our clients to develop these differentiating themes, which can motivate their teams.
Bashing: often a barrier to corporate social responsibility. Certain sectors (banking/finance, energy, retail, etc.) seem destined to be subjected to bashing. And yet, we will train and organize you to confront your (most reasonable) detractors by relentlessly hammering home your arguments.
Don’t do as others do, but as you are.
The survey shows that some CSR themes are progressing, but also that essential topics remain absent: concrete ecology on the ground, the personal development of employees, social impact (hiring, training, responsible housing, etc.).
Your role as a communicator starts here: identifying the areas of expression that truly resonate with your business, your company culture, and the evolution of your teams.
Our concrete recommendations:
- A pre-selection of themes aligned with your DNA
- An internal survey to test what really “resembles you”
- A deliberate choice, even if it means giving up on certain fashionable topics.
To prove them wrong
If your CSR image is counterintuitive, you might as well embrace it and face the backlash. Some heavily criticized brands have understood this.
McDonald’s and Amazon, for example, have chosen to work from unexpected angles:
- Local food and product quality for one
- Career path and pride of the teams for the other
The key? Start with the existing criticism. When you know precisely what you are being criticized for, you can:
- Show your progress metrics
- Explain your market constraints
- Highlight credible compensatory actions
On some points, the criticism is valid. And that’s okay. What matters is demonstrating deliberate choices and clear improvement plans.
Provide evidence, really
There’s a lot of talk about greenwashing. And often rightly so. Too many CSR reports still resemble unstructured inventories, like recycling bins, coffee cups, and project or NGO funding. We advise you to structure your CSR actions into three easily understandable categories: The Basics Energy, water, waste, internal social balance. Essential, but expected. The Responsibility of Your Business Polluting activities, industrial choices, sensitive funding. Here, transparency is key. Explain the context, limitations, and planned remediation measures. Commitment to the Planet and People A few projects, but well-chosen. Actions where your teams and resources truly make a difference. Providing evidence doesn’t mean saying “we’re the best.” It means showing where you are and where you’re going.
Engage your teams, not your slides.
Credible CSR starts internally. We often tell our clients: your best ambassadors are also your most demanding critics.
To ensure a lasting commitment:
- Select differentiating topics
- Test their credibility with the teams
- Measure their actual desire to participate
In our view, internal surveys remain the most underestimated tool. When used correctly, they inform your CSR choices and strengthen your employer brand, particularly among young talent.
Also be selective:
- in the themes
- in the supported associations
- in line with your business activities and corporate spirit
The essential role of your communications team
CSR governance is often complex, sometimes fragmented. Too often, CSR “business” is separated from CSR “internal communication”. This is a mistake.
Communication must take place:
- upstream, to identify topics aligned with values, professions and teams
- continuously, through perception and engagement surveys
- in the selection of actions, progress plans and indicators
- in governance, in close collaboration with the CSR team
Depending on the categories of actions (basics, business lines, societal engagement), the division of roles between CSR and Communication then becomes much more fluid… and readable.
SKILLS’ communications directors and specialized experts (editorial, digital, social, training, etc.) have over 25 years of experience in 360° communication within large and small companies. Their independence and organizational structure always provide an external, critical yet supportive perspective and the ability to implement a phased plan with agile monitoring. They can lead your teams and gradually integrate them into their roles with the modular support they need.
*The 2025 edition of the Brand Engagement Barometer (5th edition): In partnership with Le Club des Annonceurs, Cision conducted a survey on the practices of companies in terms of brand engagement and CSR among 436 communication and marketing professionals.
