{"id":11799,"date":"2025-12-21T10:03:24","date_gmt":"2025-12-21T09:03:24","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=11799"},"modified":"2025-12-18T22:05:17","modified_gmt":"2025-12-18T21:05:17","slug":"cessons-de-brandir-nos-valeurs-en-etendard","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/cessons-de-brandir-nos-valeurs-en-etendard\/","title":{"rendered":"Cessons de brandir nos valeurs en \u00e9tendard"},"content":{"rendered":"<p class=\"p1\"><strong><span class=\"s1\">Les entreprises aiment proclamer mission, vision, valeurs, comme si cela suffisait \u00e0 les incarner. Ce formalisme trahit une incompr\u00e9hension de l\u2019\u00e9poque, un aveu de d\u00e9connexion avec le monde d\u2019aujourd\u2019hui. De nos jours, toute d\u00e9claration qui vise \u00e0 s\u2019attribuer une vertu \u2014 qu\u2019elle soit \u00e9cologique, sociale ou \u00e9thique \u2014 s\u2019apparente en effet \u00e0 une instrumentalisation. <\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Derri\u00e8re les bonnes intentions affich\u00e9es, on soup\u00e7onne d\u00e9sormais bien souvent une posture opportuniste, orient\u00e9e au bout du compte vers le profit ou le pouvoir. Plus personne n\u2019est dupe et le soup\u00e7on s\u2019est g\u00e9n\u00e9ralis\u00e9. La faute aux green-washing, purpose-washing, discours format\u00e9s, manques de coh\u00e9rence et de transparence. A notre d\u00e9ficit d\u2019int\u00e9grit\u00e9 donc. Mais aussi, bien s\u00fbr, aux r\u00e9seaux sociaux, qui guettent la moindre faille pour invalider sans nuance l\u2019ensemble d\u2019un syst\u00e8me. Le monde politique comme celui du management n\u2019\u00e9chappe pas \u00e0 cette d\u00e9fiance syst\u00e9matique. Libert\u00e9, d\u00e9mocratie, universalisme: ces mots sont trop lourds, trop disput\u00e9s, trop subtils pour \u00eatre brandis comme des troph\u00e9es sans provoquer \u00e0 terme le scepticisme. Pour preuve, nos ch\u00e8res <i>valeurs universelles<\/i> sont per\u00e7ues, ailleurs, comme la fa\u00e7ade d\u2019un mod\u00e8le occidental impos\u00e9, une domination d\u00e9guis\u00e9e en id\u00e9al. A force d\u2019avoir us\u00e9 de ces mots \u00e0 tout-va, sans consistance parfois, l\u2019universalisme appara\u00eetrait comme un occidentalisme aux yeux de certains. Non, d\u00e9cid\u00e9ment, l\u2019heure n\u2019est plus aux absolus. Qui s\u2019en r\u00e9clame se condamne lui-m\u00eame, au ridicule ou \u00e0 une pr\u00e9somption d\u2019autoritarisme. Il n\u2019y a plus de grands r\u00e9cits f\u00e9d\u00e9rateurs pour les faire vibrer dans les c\u0153urs. \u00ab <i>D\u00e8s qu\u2019on pr\u00e9tend incarner une id\u00e9e, on la ridiculise imm\u00e9diatement<\/i> \u00bb, constatait ainsi le philosophe Tristan Garcia aux Inattendues de Tournai. Les mots ont \u00e9t\u00e9 vid\u00e9s de leur sens. Selon lui, certains termes &#8211; comme l\u2019universalisme &#8211; doivent d\u00e8s lors \u00eatre temporairement \u00ab laiss\u00e9s en jach\u00e8re \u00bb. En revanche, insiste-t-il, il faut conserver\u00a0<i>l\u2019horizon<\/i> de l\u2019universel. Qu\u2019ils pilotent un pays ou une multinationale, c\u2019est cela que doivent comprendre nos dirigeants : l\u2019\u00e8re des slogans qui proclament des valeurs comme des \u00e9tendards est r\u00e9volue. A la place, il est temps d\u2019user de ces valeurs comme des directions vers lesquelles tendre &#8211; humblement, imparfaitement, mais r\u00e9solument. Et faire preuve d\u2019exemplarit\u00e9, \u00e0 bas bruit. A l\u2019image de l\u2019entreprise Patagonia par exemple, dont la sinc\u00e9rit\u00e9 de l\u2019engagement environnemental ne fait aucun doute dans les esprits, alors m\u00eame qu\u2019il n\u2019est jamais revendiqu\u00e9. La marque pose juste des actes clairs, comme la discr\u00e8te \u00e9tiquette \u00ab <i>Vote the Assholes out<\/i> \u00bb cousue \u00e0 l\u2019int\u00e9rieur de ses v\u00eatements.<\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span class=\"s3\"><i>\u00ab L\u2019<\/i><\/span><span class=\"s4\"><i>authenticit\u00e9<\/i><\/span><span class=\"s3\"><i>, aujourd\u2019hui, se trouve dans le <\/i><\/span><span class=\"s4\"><i>courage<\/i><\/span><span class=\"s3\"><i> de poursuivre nos <\/i><\/span><span class=\"s4\"><i>id\u00e9aux<\/i><\/span><span class=\"s3\"><i> sans <\/i><\/span><span class=\"s4\"><i>jamais<\/i><\/span><span class=\"s3\"><i> pr\u00e9tendre les avoir <\/i><\/span><span class=\"s4\"><i>atteints<\/i><\/span><span class=\"s3\"><i> \u00bb<\/i><\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s2\">L\u2019authenticit\u00e9, aujourd\u2019hui, se trouve dans le courage de poursuivre nos id\u00e9aux sans jamais pr\u00e9tendre les avoir atteints. Ne plus clamer incarner de valeurs. Mais marcher vers elles. Et avoir confiance que le reste suivra. Autrement dit : conjuguer la rationalit\u00e9 avec des actes de foi.<span class=\"Apple-converted-space\">\u00a0<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les entreprises aiment proclamer mission, vision, valeurs, comme si cela suffisait \u00e0 les incarner. Ce formalisme trahit une incompr\u00e9hension de l\u2019\u00e9poque, un aveu de d\u00e9connexion avec le monde d\u2019aujourd\u2019hui. De nos jours, toute d\u00e9claration qui vise \u00e0 s\u2019attribuer une vertu \u2014 qu\u2019elle soit \u00e9cologique, sociale ou \u00e9thique \u2014 s\u2019apparente en effet \u00e0 une instrumentalisation. Derri\u00e8re [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":11800,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1,61],"tags":[],"class_list":{"0":"post-11799","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-actualite","8":"category-editorial"},"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"Crise de confiance : slogans RSE, valeurs et missions ne convainquent plus. L\u2019authenticit\u00e9 passe par les actes, pas par l\u2019autoproclamation.","auteur_traducteur":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cessons de brandir nos valeurs en \u00e9tendard | Forbes Belgique<\/title>\n<meta name=\"description\" content=\"Crise de confiance : slogans RSE, valeurs et missions ne convainquent plus. 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