- Since January 2020, companies can decide to have a "mission" to carry out that has a positive impact on society.
- This official title of “mission society” already interests companies.
- But these companies may be tempted to use it for communication purposes, according to several experts.
We already knew the "greenwashing" practiced by certain companies, which surf on the ecology to sell products not always very green. But sustainable development is no longer the only way to stand out today. Since January 2020, companies can also avail themselves of another title, if they accept it: that of "company with a mission".
A completely legal term, which comes from the Pacte law, adopted on May 22, 2019. This title is particularly intended for for-profit companies. By declaring themselves as such with the clerk of the commercial court, they set themselves social and environmental objectives which they write down in their statutes. Enough to demonstrate that their goal is not reduced to the pursuit of profit and shareholder compensation.
After a few pioneers, such as Léa Nature and the Rocher group - which owns the famous cosmetics brand - the initiative interests new companies. Student Pop, an agency that offers student jobs under auto-entrepreneur contracts or fixed-term contracts in hospitality, street marketing or even logistics, has therefore decided to come forward. "Our philosophy is to help students," says Ouriel Darmon, co-founder of the company, who plans to adopt this status.
Good for business
How many will these companies want to take on new missions? Proud of their box, some business leaders see this, in any case, as an opportunity to show their good causes. "It's interesting to make mission a pillar of the company, to define what we want to do and what we don't want to do," explains Pierre Dubuc, founder of Open Classrooms. The company, which offers training - free and paid - online, has the leitmotif of making "education accessible to all". A “mission” that it included in its statutes in 2018.
"This allowed us to have a clear message to our investors: we are there to create a box with economic growth, but also to have an impact," continues Pierre Dubuc. Two objectives which, to hear it, are mutually supportive. “From time to time, some companies tell us that they are ready to pay us to create private training for them. We tell them that this does not correspond to our mission, which is to make training courses open to all, ”continues Pierre Dubuc. But if the company misses out on certain deals, "in the end, we do more business ," recognizes the entrepreneur. We realize that by having a brand with fairly strong values, we have customers who prefer us, ”he concludes.
"Commercial" use
A good image, more turnover… So everything would be good in the mission company? To guarantee the seriousness of the approach, the law provides for some constraints. A "mission committee" with at least one employee from the company must be set up to verify that the objectives are being achieved. It is responsible for producing a report on the progress obtained, which must be audited by an independent third party, the opinion of which will be public. "It's still quite serious," said Pierre Dubuc of Open Classrooms. For its part, it looks for example at the rate of job seekers who follow its diploma courses, or the number of people who have found a job or changed their professional life after having followed their training.
However, according to several observers, the risk of " missionwashing " is real. "We risk having a great idea that risks being used by companies that want to be lathered," recognizes Martin Richer, consultant to the firm Management & RSE. He says he has "many requests from companies who want to use this title commercially". Same fear on the side of the community of "mission-oriented companies", which has a hundred member companies. "There is certainly a risk of missionwashing . The question is rather how to avoid that there are too many, “abounds Alain Schnapper, member of the board of this association.
Borderline cases
Because in absolute terms, anything is possible, the law leaving companies complete freedom in the missions they assign to themselves. In theory, “the mission-based enterprise incorporates the fact that it has the capacity to transform society. The mission must be at the heart of its activity, must not be anecdotal, explains Alain Schnapper. But if it consists in planting three trees, it is to give oneself a good conscience and it is a very bad sign ”.
The impact of certain companies which will claim this title will not be easy to judge, because of their activity. “There are cases where it will be easy to say that it is pipeau, abounds Alain Schnapper. But in others, no one will be able to decide. If we take the example of Kenyan roses, it is not necessarily good for the environment because of transport, but it is positive for the economic development of the country… ”.
Student Pop wants to "lead by example"
We come back to Student Pop. The company claims this status as a mission company because it believes in its positive impact. And this, while some of the students concerned work under the controversial yet micro-entrepreneur status. “We know that the status of auto-entrepreneur offers full freedom. I am convinced that it is being used in a positive way, ”says Ouriel Darmon, saying that he wanted to“ set an example ”on this subject.
“We make commitments against discrimination and to be socially better with our students. We are in the process of defining a charter, ”he explains. The company of 65 employees was currently working on a series of commitments around the level of remuneration of students, on the possibility for them to withdraw 72 hours before a mission, or on the guarantee of a payment less than five days after the mission ... It could also set social diversity objectives, with the employment of people from priority neighborhoods as students of grandes écoles. Another avenue: commit not to send clients books in the context of host or hostess jobs, to combat discrimination based on physical appearance or origin.
So many objectives which, according to Ouriel Darmon, would be engaging: "If we accept that students withdraw, if we stop working with certain clients, it can be difficult for the business," he believes. , refuting any direct "commercial interest" in the transaction. "The interest for us is to be much clearer vis-à-vis our customers and our employees," he says.
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