{"id":4161,"date":"2025-07-04T09:46:04","date_gmt":"2025-07-04T13:46:04","guid":{"rendered":"https:\/\/franchir.ca\/?p=4161"},"modified":"2025-07-04T09:46:06","modified_gmt":"2025-07-04T13:46:06","slug":"ce-que-la-gen-z-nous-apprend-sur-lachat-local-et-sur-la-facon-de-communiquer-autrement","status":"publish","type":"post","link":"https:\/\/franchir.ca\/en\/ce-que-la-gen-z-nous-apprend-sur-lachat-local-et-sur-la-facon-de-communiquer-autrement\/","title":{"rendered":"Ce que la Gen Z nous apprend sur l\u2019achat local (et sur la fa\u00e7on de communiquer autrement)"},"content":{"rendered":"\n<p>Le 11 juin dernier, Anne-Marie Caron a pris la parole lors du 2e Sommet \u00c9conomie et Achat local d&#8217;Infopresse pour parler d\u2019un sujet qui nous interpelle directement chez Franchir : <strong>comment parler d\u2019achat local \u00e0 une g\u00e9n\u00e9ration qui ne r\u00e9pond plus aux anciens r\u00e9flexes \u2014 la Gen Z.<\/strong><\/p>\n\n\n\n<p>C\u2019est un sujet vaste. Et un terrain parfois glissant. On dit souvent que la Gen Z est engag\u00e9e, connect\u00e9e, fid\u00e8le \u00e0 ses valeurs. Et pourtant, dans les donn\u00e9es comme sur le terrain, une chose revient : <strong>l\u2019achat local n\u2019est pas toujours un levier fort pour cette g\u00e9n\u00e9ration.<\/strong><\/p>\n\n\n\n<p>Alors comment faire la lumi\u00e8re l\u00e0-dessus?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Commencer par questionner nos biais<\/strong><\/h2>\n\n\n\n<p>Avant d\u2019entrer dans le vif du sujet, Anne-Marie a choisi de prendre un pas de recul. En communication comme en marketing, on porte tou\u00b7te\u00b7s des biais :\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>De projection (ce qui me touche va toucher les autres).<\/li>\n\n\n\n<li>De confirmation (j\u2019ai lu un article, donc c\u2019est vrai).<\/li>\n\n\n\n<li>Ou encore de disponibilit\u00e9 (si \u00e7a circule sur LinkedIn, c\u2019est une tendance).\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Ces biais peuvent fausser notre lecture des comportements d&#8217;un groupe de personnes\u2026 surtout quand on ne fait pas nous-m\u00eame partie du groupe en question.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les Z ne consomment pas local par principe<\/strong><\/h2>\n\n\n\n<p><strong><em>Ils\u00b7elles consomment ce qui les font vibrer.<\/em><\/strong><\/p>\n\n\n\n<p>Un sondage r\u00e9alis\u00e9 pour un de nos clients nous a confirm\u00e9 ce qu\u2019on constate d\u00e9j\u00e0 : chez les 18-34 ans, <strong>la provenance locale est loin d\u2019\u00eatre un facteur d\u2019achat dominant.<\/strong> Et pourtant, \u00e7a ne veut pas dire qu\u2019il faut abandonner le sujet.<\/p>\n\n\n\n<p>\u00c7a veut simplement dire qu\u2019il faut l\u2019aborder autrement.<\/p>\n\n\n\n<p>La Gen Z accorde de l\u2019importance \u00e0 ce qui a du sens pour elle. Pas \u00e0 ce qui sonne bien. <strong>Elle est sensible aux r\u00e9cits vrais, port\u00e9s avec coh\u00e9rence.<\/strong> Elle suit des influenceur\u00b7euse\u00b7s, pas pour les produits qu\u2019ils\u00b7elles recommandent, mais pour les histoires qu\u2019ils\u00b7elles racontent. Elle valorise la proximit\u00e9\u2026 pas en kilom\u00e8tres, mais en <strong>connexion \u00e9motionnelle<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Miser sur les bonnes questions et les bonnes histoires<\/strong><\/h2>\n\n\n\n<p>Ce qu\u2019on a retenu de cette conf\u00e9rence, c\u2019est que pour parler aux Z, <strong>il ne faut pas seulement bien formuler nos messages, il faut surtout bien les ancrer. Les ancrer o\u00f9?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dans leur r\u00e9alit\u00e9.<\/li>\n\n\n\n<li>Dans leurs rep\u00e8res.<\/li>\n\n\n\n<li>Dans un ton juste et senti.<\/li>\n<\/ul>\n\n\n\n<p>Et parfois, il vaut mieux laisser d\u2019autres porter ces message : des cr\u00e9ateur\u00b7trice\u00b7s de contenu, des m\u00e9dias, des ambassadeur\u00b7drice\u00b7s qui savent traduire une marque en \u00e9motion, en exp\u00e9rience, en moment partag\u00e9. Parce qu\u2019au fond, <strong>ce n\u2019est pas l\u2019achat local qui touche les Z. C\u2019est ce qu&#8217;il raconte.<\/strong> Une histoire de communaut\u00e9, de sens, d\u2019identit\u00e9. \u00c0 nous de savoir comment l\u2019incarner.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le 11 juin dernier, Anne-Marie Caron a pris la parole lors du 2e Somme \u00c9conomie et Achat local d&#8217;Infopresse pour parler d\u2019un sujet qui nous interpelle directement chez Franchir : comment parler d\u2019achat local \u00e0 une g\u00e9n\u00e9ration qui ne r\u00e9pond plus aux anciens r\u00e9flexes \u2014 la Gen Z.<\/p>\n","protected":false},"author":2,"featured_media":4162,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[142],"tags":[],"class_list":["post-4161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ce que la Gen Z nous apprend sur l\u2019achat local (et sur la fa\u00e7on de communiquer autrement) -<\/title>\n<meta name=\"description\" content=\"Anne-Marie 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