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Cardiovascular diseases are the leading cause of death worldwide and they are responsible for 30% of global mortality. High blood pressure increases the risk of atherosclerosis, myocardial infarction and stroke and therefore represents a major risk factor for mortality due to cardiovascular disease. Sodium chloride has different roles in human body, the main one being the regulation of blood pressure by maintaining hydro saline balance and circulating blood volume. Numerous studies show that sodium restriction has a beneficial effect on blood pressure and vice versa. Hence the importance to observe the WHO nutritional guidelines of daily salt intake that is set to Jess than 5 g per adult. Most of the sodium chloride is found in the processed (cooked meats, sauces), store-bought and restaurant foods. Limiting the sodium content in processed foods is not enough to meet the recommendations, but it is a first step to reach that purpose. So in orders to diminish the sodium chloride content in foods, it is important that different sectors, such as food industry, distribution retail, the catering sector and finally the consumer to be involved in a common effort. Given the fact that hypertension represents a major public health problem where sodium chloride has a significant impact in its development; various actions have been launched, such as EU Salt Reduction Framework and improved food labeling. Les maladies cardiovasculaires constituent la première cause de mortalité. En effet. celles-ci sont responsables de 30% de la mortalité mondiale totale.L'hypertension artérielle augmente le risque d'athérosclérose, d'infarctus du myocarde et d'accidents vasculaires cérébraux. Elle constitue donc le facteur de risque majeur de la mortalité dû aux maladies cardiovasculaires. Le chlorure de sodium exerce différents rôles dans l'organisme, le principal étant la régulation de la pression artérielle par maintien de l'équilibre hydrosalin et de la volémie. De nombreuses études montrent qu'une restriction sodée à un effet bénéfique sur la pression artérielle et inversement. D'où l'importance de respecter les recommandations nutritionnelles qui sont fixées à moins de 5 grammes de sel par jour chez l'adulte par !'OMS. La majeure partie du chlorure de sodium est apportée par les denrées transformées, préparées (charcuteries, sauces, potages, plats préparés, restaurants, etc.) ; on comprend donc que restreindre uniquement la quantité de chlorure de sodium présente dans les plats préparés ne sera pas suffisante pour atteindre les recommandations, mais, cela fait partie des démarches à effectuer afin d'y parvenir. De manière à diminuer la teneur en chlorure de sodium dans les aliments, il est important que les différents secteurs concernés, tels que l'industrie alimentaire, la grande distribution, le secteur HORECA et le consommateur , travaillent en collaboration. L'hypertension artérielle étant un problème majeur de santé publique et sachant que le chlorure de sodium a un impact significatif, différentes actions ont été lancées dont le EU Salt Reduction Framework ainsi que l'étiquetage des denrées alimentaires.

Hypertension --- Sodium Chloride --- Fast Foods

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Sermons, French --- Fast-day sermons

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82 (Fast, H. 7.03 = 4)

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Chemical industry --- Chemistry --- Labor supply --- Marché du travail --- FAST (Program)

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For several years, we have witnessed the emergence of a new economic model in the fashion and clothing sector: fast fashion. The principle is simple: passing fashion, ultra-fast consumption, very short products’ lifecycle and unbeatable prices.

In addition to this evolution in the market, we note that consumer attitudes are changing in all the economic sectors that push companies to review their positioning. Indeed, driven by the power of knowledge that gives the technological evolution- the media and the speed of information sharing- the consumer develops more specific expectations regarding business ethics, their compliance with social standards and environmental issues.

Fast-fashion brands have had to adapt their strategies to meet these new expectations, avoid seeing their reputation tarnished by scandals and remain competitive. Among new positioning strategies, we will specifically focus on those that, in response to contemporary consumer concerns, are based on values ​​and, more specifically, on sustainable development.

Then, the communication strategies relating to this new positioning will be analyzed by focusing our case study on two giants in the fast-fashion sector: Zara and H&M. The parallel study of these two brands is particularly relevant since, as we will observe, although the concrete actions implemented by these companies are relatively similar, their communication strategies differ considerably.

Our goal will then be to measure, on the consumer, the impact of these communication strategies based on this specific positioning that companies implement with sustainable development.

Given the proliferation of marketing strategies based on the so-called "ethical" values ​​(cause-related marketing, green marketing, greenwashing), we will notice, indeed, that we are currently witnessing an increase in consumer skepticism, which is likely to turn campaigns based on sustainable development into real reputational risk for the company.

Réputation fast-fashion marketing communication --- Sciences économiques & de gestion > Marketing