Greenbanking – sounds somehow strange doesn’t it? The French bank Credit Agricole has embarked on a media campaign to promote its self proclaimed ‘responsible and ethical” banking practices. This in itself is nothing new and particularly shocking. The big question is whether the Credit Agricole stakeholders will actually believe this in the current “Do not trust banks” business climate?
This is how Credit Agricole are going about this campaign to convince its stakeholders.
- This website: Credit Agricole – GreenBanking It is a nice website with a good design but not much content. And this point about the lack of content leads me to my main criticism of how to communicate with their stakeholders. The video.
- The video: The video below is intended to convince us of their good intentions
This is my take on this campaign
This campaign has a good intention as far as I can see but there is a big BUT here. Why would you use this kind of video to communicate this? The video is all ‘doom and gloom’ and really does not portray any message. And please, Sean Connery of all people is supposed to reassure me of Credit Agricole’s good intentions? Come on…..
The criticism Credit Agricole is now facing from what I have read here on BusinessGreen is they are being accused of green-washing. And from what I have seen today so far I can only concur. This looks like green-washing and not much more. I am sorry Credit Agricole but this does not convince me of your competencies at all. Nowadays there are much better ways of communicating your good intentions. Social media for a start…….