Now rewritten, rephrased, and expanded:
As part of the Salon du Luxe Paris online event, Nicolas Bordas, Vice President of TBWA Worldwide, delivered a speech titled “From Reason for Being to Reason for Acting.” During the speech, he discussed the notable acts of solidarity displayed by luxury brands such as LVMH, Kering, and L’Oréal at the beginning of the crisis, including the production of masks, hand sanitizers, and other essential items. Bordas addressed the hyperactivity of the luxury industry compared to other sectors and whether luxury brands feared their perceived non-essential nature.
Bordas emphasized that while luxury brands were certainly not the only ones to react quickly and provide useful contributions, it was often the contributions of the strongest brands that garnered the most attention. The notable contrast between luxury products, known for their expense and sophistication, and the basic and free products provided during the crisis was particularly striking. Bordas pointed out that it was the brands themselves, not just the owner-shareholders, who demonstrated their societal commitment. This collective corporate and brand initiative involved mobilizing the personnel of the companies involved, highlighting the high decision-making autonomy and financial means of luxury companies.
Bordas rejected the idea that luxury brands’ actions were driven by opportunism to gain a good conscience. Instead, he argued that luxury brands have long been working on their environmental, social, and civic responsibilities. He viewed the luxury sector’s actions as a mature realization of the concept of corporate social responsibility and an existential awareness of the need to demonstrate usefulness and meaning in a consumer society.
The conversation then shifted to the importance of a brand’s reason to act before its reason for being. Bordas explained that brands have been considering their reason to exist beyond their material products for many years, especially in the luxury sector. However, he highlighted the recent realization that for a brand to become an ideal brand, it must have a societal contribution and collective usefulness. Companies must commit through their brand at the core of their business, embodying their mission in all aspects of their operations.
Bordas emphasized that a reason for being must lead to a reason for acting; otherwise, it is useless. In today’s social media-driven world, companies and brands are judged based on their actions, not just their declarations of intention. A strong reason for being should drive companies to innovate, behave differently, and communicate differently. Bordas believed that in the post-crisis era, a reason for being that does not prompt transformation and change is weak.
To read the full interview with Nicolas Bordas, visit the Salon du Luxe 2020 website.
Useful links:
– Salon du Luxe website
– TBWA Worldwide website
