Cécile Lochard (BSB'97) : Communicative commitment

As far back as she can remember, Cécile Lochard has always believed that preserving the environment deserved all her commitment. "My professional life began 25 years ago, with my first experience in socially responsible finance at a financial institution, HSBC". A pioneer in her determination to combine career and convictions, Cécile then joined the World Wild Life Fund for Nature, better known by its acronym WWF, thanks to this successful foray into a world still largely to be invented. "Hired as Deputy Director of Corporate Partnerships, I then created the position of Director of Philanthropy, with the ambition of attracting new private supporters to the cause of wildlife protection".

However, one sector remained impervious to Cécile's attempts during the seven years she spent in the shadow of the Great Panda: luxury goods. Was it time to give up? Not at all! Cécile, who now heads up sustainable development at Parfums Christian Dior, has written a book¹ about her unsuccessful approaches. And above all, inspiration to deepen her thinking and underpin her professional practices.

"From a very personal cause, my commitment to protecting life quickly evolved into a passion for sharing and transmitting. It's the meaning of my commitment to federate energies and offer meaning to a wide variety of audiences". It's fair to say that this enthusiasm for promoting just causes and arousing a well-understood interest on the part of companies is truly infectious. Guerlain has entrusted him with its Sustainable Development Department. No, luxury is not immune to the environmental cause. We've demonstrated that there are good reasons to make the environment a sustainable priority for organizations. 

"Internal education took up most of my time when I first started at Guerlain. Commitment to sustainable development is an encounter. Between a company and a cause. But more profoundly, between a community of people and an emotion that connects them. It's a process based on authenticity, working on the company's history and the roots of its know-how". Cécile Lochard's message has been received within the LVMH Group, as she now heads up the sustainable development commitment for the flagship fragrance business, heading a team of 12 people.

And what about BSB? What role does the school and its graduates play in Cécile's life? I've kept 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 rue Sambin, the encouragement to approach business from as many angles as possible has helped to strengthen my commitment". Just one example? Guess who wrote the "sustainable development" column in the regional supplement to L'Express magazine, created by the students as a sideline to their studies?

"Today, sustainable development is an integral part of corporate strategy. However, bringing businesses together around concrete projects remains as exciting as ever. 

¹Luxury and sustainable development: the new alliance; Cécile Lochard and Alexandre Murat; Eyrolles; September 2011