The E. Leclerc has struck a major blow by announcing that it will be doing away with its stores from 1 er september from distributing its unaddressed printed advertising materials (IPSA) throughout France. This is the final stage in the Zero Prospectus operation launched by the chain in autumn 2010. The paper advocacy association Culture Papier questions this move.
Digital instead of paper, a poor carbon footprint
Today, Leclerc claims to be saving 50,000 tonnes of paper, with benefits in terms of CO2 and carbon emissions. Customers will now be able to find paper leaflets in-store, or browse the internet via an app, newsletters and more.
In a post on social networks, Culture Papier is astonished that E. Leclerc is silent about the fact that the carbon footprint of its digital alternative is greater than that of paper.
In the association's view, stopping the distribution of IPSAs is akin to greenwashing, aimed at getting people to buy more via the alternatives offered in stores and on the internet.
Paper, an important management tool for many consumers
Culture Papier president Guillaume Le Jeune calls on E. Leclerc on the fact that leaflets remain a daily management tool for a large number of consumers. In France, 12 million people have no access to digital technology. This undoubtedly includes the company's customers, who will only be able to consult offers once they have arrived at the store.
The undesirableâeuros flyer? Obviously not
Culture Papier questions the argument put forward by E. Leclerc that few people would express their wish to receive leaflets. For the past eighteen years, people have been able to refuse all printed advertising by sticking a Stop Pub sign on their letterbox. According to the Agence de l'environnement et de la maîtrise de l'énergie (Ademe), the Stop Pub rate was only 17% in 2020.
Carrefour has announced that it will stop distributing unaddressed leaflets in 2024. Until recently, leaflets were one of the most important tools in the advertising and promotional communications of these major chains. Will they move towards distributing magazines in letterboxes, as Stop Pubs do not prohibit this?
