Published on 29 March 2021, updated on 07 September 2022

Orange: committed brand

“As a trusted partner, Orange gives everyone the keys to a responsible digital world.” Such is our purpose, which guarantees that in everything we do, digital technology is designed, made available and used in a more meaningful, inclusive, and sustainable way. We’re committed to strengthening the freedoms and security of individuals and organizations. Everywhere, and for everyone, we deploy innovative technologies and services thanks to the efforts and expertise of our teams around the world.

 

Does digital have a future?

 

Yes, if it becomes a space where everyone feels confident.

Because digital is becoming more prevalent in our private, public, and professional lives, we must ensure we have the right tools and services to keep us protected from possible harm. That’s why we’re stepping up efforts to protect companies against cyberattacks, notably via Orange Cyberdefense. And why we continue to support and educate parents and young people on increasingly hot topics such as cyberbullying, data protection, phishing, and screen addition.

Yes, if everyone can access it.

Because digital is becoming ever more essential in our lives (school, health, public services), it must be accessible to avoid the risk of social exclusion. That’s why we promote digital equality by extending our network coverage and developing special offers and solutions for those in need, while providing training to help people boost their skills.

Yes, if it is eco-friendly.

We’re reducing our emissions to achieve net zero carbon by 2040. The exponential increase in data use compels us to reduce the carbon footprint of our infrastructure, which is why we’re upgrading our networks to make them more energy efficient. And because device manufacturing accounts for three quarters of our sector’s carbon footprint, we’re offering customers the chance to make more responsible choices through refurbished, recycled, repaired or traded-in phones. Digital will have a bright future if it enables our cities, businesses, and citizens to reduce their carbon footprint.

 

 

 

A committed brand, in line with the values it advocates

In a context of growing mistrust of institutions, consumers are turning to companies and brands. A committed brand must have a positive and tangible impact on society. It provides guarantees to consumers while employing a sustainable approach that creates value for itself, its employees, its customers and its wider community of stakeholders.

 

[Commitment] … is a profound and transformative movement: it requires a company to make a firm social promise. For Orange, this means we’re promising a more inclusive world, one that is also respectful of the environment through the fantastic means of digital technology. So here's my question: what relationship can be established between a company and a society without proper understanding of this society? What promise can be kept without the will to change behaviors? And finally, what real and sincere commitment can be made without communication.

Béatrice Mandine, Executive Director Communication, Brand and Engagement  , Stratégies -16 March, 2021.

 

 

Responsible communication: reducing the environmental impact of our communications

If we talk about being eco-responsible, we have to make sure our communications are responsible in themselves. That’s why, from the way we form our messages to our eco-designed materials, we have completely redeveloped our brand basics to reduce our environmental footprint.

To reduce the environmental impact of our communication, we have reduced our ink and paper consumption and favor vegetable-based inks as well as 100% recycled paper. We have also changed our typeface so that it uses less ink to print. We have simplified and refined our online illustrations to reduce loading times and favor dark mode, which uses less energy, on our digital platforms.

 

 

 

Differentiated communication: centered on people, businesses, and society

We don’t just talk about our commitment; we show how we are meaningfully different. Whatever our subject, audience or point of contact, we stand out as a genuinely committed brand. One such example is our European Orange 5G campaign. Our belief? That technology shouldn’t just perform well, it should also be useful.

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With our strong presence in Africa, we’re demonstrating our commitment by promoting the continent’s rich and diverse culture with “Y’Africa”, the African culture TV magazine.

 

 

 

Our communication in action: encouraging people to proactively engage

We communicate to change perceptions and behaviors. We don’t just encourage our stakeholders to become more proactive and responsible, we give them the means to engage in a responsible digital world too.

Internally, our Engagement Makers Award promotes and rewards employee initiatives in the field of digital equality, net zero carbon and solidarity. Members of the Executive Committee will award a prize for each of these categories. An “Employee Award” and an “Audience Award” complete the list.

Externally, we run a range of free digital courses and workshops to help people use online tools and promote digital inclusion. Our French website Bien vivre le digital and our Spanish website Por un uso Love de la tecnología support digital users while highlighting the risks. Our recycling programs encourage customers to give their phones a second life. For example, the “re” initiative, which launched in 2020 to promote recycling, recovery and reconditioning, has accelerated mobile device trade-ins across Europe.

 

We’re also aiming to deploy an inclusive offer in each country in Europe by 2025, such as “Tarifa Social” in Spain or the “Coup de Pouce” offer in France, which is reserved for low-income families and includes an internet, TV and fixed telephony bundle, the option to buy a low-cost PC, and access to our digital workshops. In Africa and the Middle East, the Sanza touch is an exclusive Orange smartphone launched in 2020. The price (around US $30) is intentionally low to promote digital inclusion and make mobile data accessible to a wider population.

 

 

 

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