Nowadays, digital content shades paper content. Greener, cheaper to produce and easier to store, digital content has many great benefits. This is what we are studying through certain practices adopted by companies, both internally and externally.
In recent years, companies have been subject to ethical rules concerning ecology. We talk about Corporate Social Responsibility (CSR). In this trend, many companies have introduced « paperless » policy. An employee consumes an average of 70 to 85 kg of paper a year. This measure is intended to encourage employees to no longer print their documents but to keep them on their computers.
To meet this challenge, tools are available to them. Exchanges of informations, documents, images or videos are dematerialized thanks to e-mails, « clouds » or sharing networks. In big companies, where the number of employees is large, « intranet » sites can also be created.
This « paperless » policy is widely applied within companies. However, some « senior » employees can’t get into the habit. Difficult to change operating methods that have been ingrained for years in their minds.
The trend « paperless » is also present externally, but motivations are not really the same. Companies adopt a digital communication because they find a direct interest. Social networks allow them to exchange directly with their consumers, to analyze conversations about the brand and reactions to comments. They can now create a true community.
In order to continue to trigger the buying process, brands must make their potential consumers dream. For this, they use fun content (games / VR), video formats or storytelling.
But studies have shown that the creation of paper content has recently been increasing. Indeed, paper is a medium that can last in time, which can create an attachment. Carefully crafted papers, very fine finishes, vivid and persistent inks … luxury brands are using more and more high quality paper content to communicate. This is a positioning, this counter-practice contributes to their image.
Written by Solène