Cécile Lochard (BSB'97): communicative commitment

For as long as she can remember, Cécile Lochard has always believed that the preservation of the environment deserved all his commitment. ” My professional life started 25 years ago, with a first experience in socially responsible finance at a financial institution, HSBC. ”.

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A pioneer in her determination to combine career and beliefs, Cécile then joined the World Wild Life Fund for Nature, better known under the acronym WWF, thanks to this successful foray into a universe that is still largely to be invented. ” Hired as Deputy Director of Partnerships with Businesses, I then created the position of Director of Philanthropy, with the ambition of attracting new private supporters to the cause of wildlife protection. ”.

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However, one sector remained impermeable to Cécile's attempts during these seven years spent in the shadow of the big panda: luxury. Did we have to let go of the business anyway? What a nenni! The woman who now heads the sustainable development of Parfums Christian Dior finds material for a book* in its unsuccessful approaches. And above all an inspiration to deepen your thinking and support your professional practices.

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Just causes and a passion for sharing

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” From a very personal cause, my commitment to the protection of living beings quickly evolved into a passion for sharing and transmitting. It is the meaning of my commitment to federate energies and to offer meaning to a wide variety of audiences. ”.

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It must be believed that this enthusiasm to promote just causes and to arouse a well-understood interest on the part of companies is really communicative, since Guerlain entrusts him with its Sustainable Development Department. No, luxury is not impermeable to the cause of the environment. It is demonstrated that there are good reasons to integrate this concern in a sustainable way into the priorities of organizations.

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” In-house pedagogy occupied most of my time at the beginning at Guerlain. The commitment to sustainable development is an encounter. Between a business and a cause. But especially more deeply between a community of people and an emotion that connects them. It is a process based on authenticity, a work on the history of the company and the roots of its know-how. ”.

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Message received within the LVMH Group, as Cécile Lochard is now leading the sustainable development commitment for the flagship of the perfume business, at the head of a team of 12 people.

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At the sources of sustainable development

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And BSB in all of this? What is the role of the school and its graduates in Cécile's life? ” I have maintained a strong link with BSB, always ready to get involved in a project that falls within my field of expertise. I would add that although my vocation was not born on Sambin Street, the encouragement to approach the business from as many aspects as possible contributed to strengthening my commitment. ”.

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A single example? Guess who ran the “sustainable development” section in the regional supplement to L'Express magazine, created by students on the sidelines of their studies?

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” Today, sustainable development is fully prioritized in business strategy. However, bringing together professions around concrete projects remains as exciting as ever. ”

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*Luxury and sustainable development: the new alliance; Cécile Lochard and Alexandre Murat; Eyrolles; September 2011