According to Yannos Ioannides, a member of CI Group’s senior management
Faced with the paradigm shift that is sweeping through society as a whole, advertising agencies are being asked to adapt. More than ever, they must demonstrate an overall and long-term vision, guaranteeing sustainable choices. With its skills and experience, Comptoir Immobilier – in particular with its CI Conseils department – plays a role of “positive influencer”. Alongside investors and owners, as well as users/tenants, the agency is committed to finding qualitative solutions to the development of our built environment.
Let’s remember: builders, that is, those who build, have the ability to transform and shape our territories. Moreover, they provide work for businesses, housing for residents, whether in villas or blocks of flats, put social apartments, PPEs, cooperatives and commercial premises on the market… Yet, in this vast process, the ethics of the developer and the manager prove crucial. How does this influential player position himself in the urban ecosystem? Two options are available to him:
The Comptoir Immobilier is a family business that already has two generations. The younger employees regularly question the older ones, thus benefiting from their expertise. The company has set up a “sociological watch“, an observatory that closely monitors the trends, concerns and aspirations of citizens. This ongoing review helps to better align urban planning with the aspirations of residents. Technological aspects and innovations are also of great interest to the company. One of the IC’s missions is to encourage owners and investors to change their outlook and face new responsibilities. It is about taking the right turns in order to ensure an optimal quality of life for all generations, from the youngest to the oldest. In other words, far from the prevailing demagogy, intervening objectively as builders, without too much emotion, will allow us to deploy the most adequate solutions. This applies as much to the act of building as to other areas of life, such as food, distribution networks, resource management and public health.
The issue of building is not only a matter for the public, but also for the private sector.
To achieve sustainability goals, however, everyone must be willing to step out of their comfort zones. A “shake-up” that proves to be synonymous, in the long run, with an increase in our well-being. There are still many innovations to be implemented, particularly in the way we manage our real estate. In urban development projects, the place given to soft mobility and electromobility has a clear impact on future users, from a sociological and economic point of view, as well as on health. Territories must therefore be prepared to rebalance the sharing of uses, guaranteeing sufficient space for modes of transport complementary to the car, but also for high-quality public and collective spaces. Owners/developers/builders are certainly encouraged to build well insulated buildings and to use the cleanest energy possible. But what about the residents/users? Should they be more involved or is it better to sanction them?
Often, it is possible to observe a significant gap between laudable intentions and behaviour. The role of the régie is to accompany the tenants in their good practices, because, as we know, the individual is contributory to the whole. To do this, facilitating the flow of information is essential. For example, monitoring electricity consumption in a playful way can be an interesting way. However, we should be wary of over-technology by equipping all apartments with screens, equipment that we know is subject to programmed obsolescence! We would then only be displacing the problem and the remedy would be worse than the evil… Could over-consumption of energy be considered as a bad use of the rented property? Lease law will also evolve on environmental issues.