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Lénaïc Pineau Chief Sustainability & Quality Officer features within Raconteur’s Sustainable Business recent special report distributed in The Times .

Raconteur’s Sustainable Business recent special report distributed in The Times focuses on how sustainable companies, large and small are challenging industry norms, and the importance of this and the huge benefit sustainability holds.

Sustainability is at the heart of everything JCDecaux does – ever since Jean-Claude Decaux offered the city of Lyon free bus shelters in return for the right to advertise on them back in 1964. Lénaïc Pineau Chief Sustainability & Quality Officer discusses the importance of working with partners, brands and cities, collaboration and never standing still, innovation and the future of Out-of-Home.

Lénaïc pinpoints the importance of sustainability within JCDecaux’s business model: 

Sustainability is part of our busines model since our creation because we want to provide public services, that are financed by advertising, so from the beginning of the creation of the company we embedded sustainability into our business model. Lénaïc Pineau Chief Sustainability & Quality Officer

The importance of working with brands, raising awareness amongst consumers through the power of Out-of-Home and the crucial role advertising holds as it allows the ability to drive mainstream consumer changes, influencing them to make more responsible choice.

Innovation is also highlighted. From Filtreo, a bus shelter that can help you to filter the particles in the city to bicycle sharing schemes providing Wi-Fi for everybody at JCDecaux bus shelters.

At the end that’s the power of sustainability, you have to rethink your business model. How you build your offer in order to go further and develop some other services. Lénaïc Pineau Chief Sustainability & Quality Officer

The Future of Out-of-Home is discussed and JCDecaux’s mission to help clients understand the footprint of their campaigns. Lénaïc discusses the ongoing work to measure the environmental but also the social and economic impacts of the campaign for all our advertising customers.

Click here to read the article and watch the video.

Published in Cities