{"id":2580,"date":"2025-11-20T13:25:29","date_gmt":"2025-11-20T18:25:29","guid":{"rendered":"https:\/\/national-trends-multisite.local\/report-2026\/own-it\/"},"modified":"2026-01-13T10:13:43","modified_gmt":"2026-01-13T15:13:43","slug":"sengager","status":"publish","type":"page","link":"https:\/\/trends.national.ca\/report-2026\/fr\/sengager\/","title":{"rendered":"S\u2019engager"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbSection – Inner Heading\u00a0\u00bb module_id=\u00a0\u00bbinner-heading\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb||58px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||58px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||58px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb animation_style=\u00a0\u00bbnone\u00a0\u00bb custom_css_free_form=\u00a0\u00bbselector {|| z-index: inherit;||}\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ admin_label=\u00a0\u00bbRow – Inner Heading\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb73776f59-af04-4813-b2eb-98126abb8c94″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ admin_label=\u00a0\u00bbSection Card\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#182846″ custom_padding=\u00a0\u00bb6%|6%|6%|6%|true|true\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb0%|6%|0%|6%|true|true\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0%|6%|0%|6%|true|true\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb border_color_all=\u00a0\u00bb#051228″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbText – Section #\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb96a2b09e-154f-44d0-ba33-bcb46f27a952″ text_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb text_font_size=\u00a0\u00bb16px\u00a0\u00bb text_letter_spacing=\u00a0\u00bb0.16px\u00a0\u00bb height=\u00a0\u00bb18px\u00a0\u00bb custom_padding=\u00a0\u00bb||14px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_2_text_color%22,%22header_2_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]<\/p>\n2.0\n

[\/et_pb_text][et_pb_text admin_label=\u00a0\u00bbText – Section Blurb\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb83ceac28-ff55-4850-adc8-ab37ef2f93dc\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]<\/p>\n

S\u2019engager<\/h2>\n

La responsabilit\u00e9 devient un levier de r\u00e9putation.<\/strong><\/p>\n

Les crises, les erreurs et les risques font partie du jeu. Ce qui compte, c\u2019est la capacit\u00e9 des organisations \u00e0 s\u2019engager avec clart\u00e9, \u00e0 faire preuve de transparence, et \u00e0 transformer la responsabilit\u00e9 en acte concret. Cette section met en lumi\u00e8re le pouvoir d\u2019une communication honn\u00eate et assum\u00e9e, ainsi que la fa\u00e7on dont la prise de responsabilit\u00e9 renforce la r\u00e9silience organisationnelle.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ admin_label=\u00a0\u00bbSection Card\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbabc33635-2366-4858-94a7-c9dec9cd66dd\u00a0\u00bb custom_padding=\u00a0\u00bb6%|6%|6%|6%|true|true\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb6%|6%|6%|6%|true|true\u00a0\u00bb custom_padding_phone=\u00a0\u00bb6%|6%|6%|6%|true|true\u00a0\u00bb custom_padding_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbConstruire ensemble : de la consultation \u00e0 la cod\u00e9cision \u00a0\u00bb url=\u00a0\u00bb#-1″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]<\/p>\n

2.1<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbDes incendies de for\u00eat aux ran\u00e7ongiciels : repenser la s\u00e9curit\u00e9 publique au Canada \u00a0\u00bb url=\u00a0\u00bb#-2″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]<\/p>\n

2.2<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbLe paradoxe cr\u00e9atif de l’IA \u00a0\u00bb url=\u00a0\u00bb#-3″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]<\/p>\n

2.3<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbLa r\u00e9putation se construit de l’int\u00e9rieur : la culture, un atout strat\u00e9gique pour une marque \u00a0\u00bb url=\u00a0\u00bb#-4″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]<\/p>\n

2.4<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbBody copy\u00a0\u00bb module_class=\u00a0\u00bbinner-page-body coral\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-210px||||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb-210px||||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb-210px||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_padding=\u00a0\u00bb|60px|60px|60px|false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb0px|60px|0px|60px|false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px|25px|0px|25px|false|false\u00a0\u00bb animation_style=\u00a0\u00bbnone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row admin_label=\u00a0\u00bbSpacer\u00a0\u00bb module_class=\u00a0\u00bbspacer\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb custom_padding=\u00a0\u00bb80px|176px|0px|176px|false|true\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbConstruire ensemble : de la consultation \u00e0 la cod\u00e9cision \u00a0\u00bb module_id=\u00a0\u00bb-1″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbConstruire ensemble : de la consultation \u00e0 la cod\u00e9cision\u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]<\/p>\n

2.1<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]Aujourd\u2019hui, aucun projet d\u2019envergure ne peut avancer sans une v\u00e9ritable conversation avec les Premiers Peuples, sans l\u2019int\u00e9gration de leurs r\u00e9cits, ni sans envisager un partenariat r\u00e9el avec eux. Et c\u2019est encore plus vrai lorsque l\u2019on parle d\u2019infrastructures ou de projets majeurs. <\/p>\n

Trouver la meilleure fa\u00e7on de b\u00e2tir ces relations, c\u2019est un peu chercher le secret de la Caramilk : tout le monde en parle, mais peu ma\u00eetrisent vraiment la recette. Pourtant, elle repose sur quelque chose de simple : des relations humaines sinc\u00e8res, fond\u00e9es sur la confiance, le respect et la reconnaissance. Les communaut\u00e9s n\u2019attendent pas qu\u2019on leur \u00ab permette \u00bb de participer, mais que l\u2019on construise ensemble. <\/p>\n

La mani\u00e8re traditionnelle de d\u00e9velopper le territoire est r\u00e9volue. Les gouvernements s\u2019engagent d\u00e9sormais dans la r\u00e9conciliation de fa\u00e7on plus ferme, ce qui se traduit par des politiques et exigences qui obligent les organisations \u00e0 collaborer autrement avec les Premi\u00e8res Nations et les Inuit. <\/p>\n

Mais aller au-del\u00e0 des gestes symboliques exige des actions concr\u00e8tes, partag\u00e9es par toute l\u2019organisation. \u00catre un v\u00e9ritable alli\u00e9, c\u2019est int\u00e9grer ces principes dans chaque d\u00e9cision, chaque d\u00e9partement, chaque employ\u00e9. <\/p>\n

La cl\u00e9? La sinc\u00e9rit\u00e9, la coh\u00e9rence et la volont\u00e9 d\u2019aller plus loin, ensemble. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbJennifer O\u2019Bomsawin\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/12\/Jennifer-OBomsawin.png\u00a0\u00bb alt=\u00a0\u00bbJennifer O\u2019Bomsawin\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]<\/p>\n

Directrice et leader, Relations Premi\u00e8res Nations et Inuit <\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbDivider\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbf950ae4e-9ccc-4465-92ab-a84879044010″ locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd0ba738b-9a0d-467e-b70a-82cf596f5218″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbDes incendies de for\u00eat aux ran\u00e7ongiciels : repenser la s\u00e9curit\u00e9 publique au Canada \u00a0\u00bb module_id=\u00a0\u00bb-2″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbDes incendies de for\u00eat aux ran\u00e7ongiciels : repenser la s\u00e9curit\u00e9 publique au Canada \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]<\/p>\n

2.2<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]Inondations, incendies de for\u00eat, gr\u00eale et\u2026 incidents de cybers\u00e9curit\u00e9? Oui. Les cyberincidents font d\u00e9sormais partie int\u00e9grante de la gestion de crises. Les h\u00f4pitaux, les municipalit\u00e9s, les services publics, les syst\u00e8mes de transport et les entreprises priv\u00e9es sont confront\u00e9s \u00e0 la m\u00eame r\u00e9alit\u00e9 : l’infrastructure critique peut \u00eatre mise hors service en quelques instants. <\/p>\n

Pour les organisations, la pression est r\u00e9elle. Toute urgence, qu’il s’agisse de fum\u00e9e dans l’air ou d’une attaque par ran\u00e7ongiciel, affecte la fa\u00e7on dont les clients, les employ\u00e9s, les partenaires et les r\u00e9gulateurs les per\u00e7oivent. Les parties prenantes veulent des informations rapides, claires et fiables, et examinent de pr\u00e8s le niveau de pr\u00e9paration d’une organisation. <\/p>\n

Ce nouvel environnement n\u00e9cessite des plans d’action clairs en cas de crise, qui combinent les risques naturels, les cyberincidents, les perturbations des services, la d\u00e9sinformation et les r\u00e9percussions sur la communaut\u00e9 en une seule approche. Il exige une coordination \u00e9troite avec les gouvernements et les partenaires locaux, ainsi qu’une communication coh\u00e9rente et assur\u00e9e, m\u00eame lorsque les informations sont limit\u00e9es. <\/p>\n

La pr\u00e9paration aux situations d’urgence est d\u00e9sormais une responsabilit\u00e9 fondamentale en mati\u00e8re de communication. Les organisations qui acceptent cette r\u00e9alit\u00e9 prot\u00e9geront la communaut\u00e9, maintiendront la stabilit\u00e9 et renforceront leur cr\u00e9dibilit\u00e9. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbJordan Redshaw\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2024\/12\/jordan-redshaw.jpg\u00a0\u00bb alt=\u00a0\u00bbJordan Redshaw\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]<\/p>\n

Vice-pr\u00e9sident, Strat\u00e9gies et communication d’entreprise <\/p>\n

[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbHayley Shaughnessy\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/12\/Hayley-Shaughnessy.png\u00a0\u00bb alt=\u00a0\u00bbHayley Shaughnessy\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]<\/p>\n

Directrice et leader r\u00e9gionale, Terre-Neuve-et-Labrador <\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbDivider\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbf950ae4e-9ccc-4465-92ab-a84879044010″ locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd0ba738b-9a0d-467e-b70a-82cf596f5218″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbLe paradoxe cr\u00e9atif de l’IA \u00a0\u00bb module_id=\u00a0\u00bb-3″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbLe paradoxe cr\u00e9atif de l’IA\u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]<\/p>\n

2.3<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]J’ai pass\u00e9 la derni\u00e8re ann\u00e9e \u00e0 exp\u00e9rimenter l’IA (intelligence artificielle) en cr\u00e9ation, et s\u2019il y a une chose que j\u2019ai apprise, c\u2019est que ce n\u2019est pas aussi simple qu\u2019on le pense. L\u2019IA est bluffante pour g\u00e9n\u00e9rer des maquettes, des sc\u00e9narios visuels et concr\u00e9tiser une id\u00e9e en quelques secondes. Mais d\u00e8s qu\u2019il s\u2019agit de l\u2019appliquer dans des campagnes clients, tout se complique. Les \u00e9quipes juridiques veulent savoir qui d\u00e9tient quoi. Des questions de droits d\u2019auteur surgissent l\u00e0 o\u00f9 il n\u2019y en avait pas. Et franchement, elles sont l\u00e9gitimes. <\/p>\n

Dans les \u00e9quipes cr\u00e9atives, les discussions vont plus loin. Nous avons toujours fait appel \u00e0 des photographes, illustrateurs et autres sp\u00e9cialistes pour donner vie \u00e0 nos id\u00e9es. Aujourd\u2019hui, on se demande si l\u2019IA leur enl\u00e8ve quelque chose ou si elle peut plut\u00f4t ouvrir de nouvelles formes de collaboration. Un tiraillement moral et cr\u00e9atif difficile \u00e0 ignorer. <\/p>\n

Je ne vois pas l\u2019IA comme une menace, mais comme un catalyseur. Elle nous pousse \u00e0 red\u00e9finir ce qui rend la cr\u00e9ation profond\u00e9ment humaine et c\u2019est une bonne chose. L\u2019avenir ne sera pas un choix entre humains et machines, mais une alliance pour imaginer l\u2019impossible, avec intention et sens. Comme on l\u2019a toujours fait. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbShawn King\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/12\/Shawn-King.png\u00a0\u00bb alt=\u00a0\u00bbShawn King\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]<\/p>\n

Vice-pr\u00e9sident principal, directeur ex\u00e9cutif de la cr\u00e9ation<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbDivider\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbf950ae4e-9ccc-4465-92ab-a84879044010″ locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd0ba738b-9a0d-467e-b70a-82cf596f5218″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbLa r\u00e9putation se construit de l’int\u00e9rieur : la culture, un atout strat\u00e9gique pour une marque \u00a0\u00bb module_id=\u00a0\u00bb-4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbLa r\u00e9putation se construit de l’int\u00e9rieur : la culture, un atout strat\u00e9gique pour une marque \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]<\/p>\n

2.4<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]La r\u00e9putation est un actif immat\u00e9riel cl\u00e9, repr\u00e9sentant 26 % de la valeur du S&P 500. Pour la prot\u00e9ger, il faut plus qu\u2019un bon marketing. Si la culture interne contredit les promesses faites \u00e0 l\u2019externe, le d\u00e9calage devient visible et cr\u00e9e un risque r\u00e9putationnel. <\/p>\n

De nombreuses recherches d\u00e9montrent que l\u2019engagement des employ\u00e9s et la culture d\u2019entreprise influencent directement la perception de marque. Des employ\u00e9s engag\u00e9s renforcent la confiance, fid\u00e9lisent les clients et stimulent la croissance. Leur contenu est per\u00e7u comme plus cr\u00e9dible que la publicit\u00e9, faisant d\u2019eux les meilleurs ambassadeurs de la marque. <\/p>\n

Une culture interne saine renforce la performance, notamment financi\u00e8re. \u00c0 l\u2019inverse, une communication floue, des r\u00f4les mal d\u00e9finis ou des \u00e9quipes n\u00e9glig\u00e9es alimentent la frustration. Les employ\u00e9s d\u00e9sengag\u00e9s sont plus susceptibles d’exprimer leur insatisfaction publiquement ou dans leurs interactions avec les clients. Le bouche-\u00e0-oreille n\u00e9gatif peut nuire m\u00eame aux messages externes les plus soign\u00e9s. <\/p>\n

Pour les dirigeants, le constat est clair : la marque externe repose sur la culture interne. La confiance publique na\u00eet de l\u2019alignement, du soutien et de l\u2019engagement \u00e0 l\u2019interne. Quand les employ\u00e9s comprennent la mission, ils renforcent naturellement la cr\u00e9dibilit\u00e9 de la marque. La culture est le socle d\u2019une r\u00e9putation durable. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbAmelia Chant\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/12\/Amelia-Chant.png\u00a0\u00bb alt=\u00a0\u00bbAmelia Chant\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]Directrice adjointe, Communication num\u00e9rique et d’entreprise [\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbMark Seland\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2026\/wp-content\/uploads\/sites\/8\/2025\/01\/MarkSeland-1.jpg\u00a0\u00bb alt=\u00a0\u00bbMark Seland\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22%93}\u00a0\u00bb]Associ\u00e9 directeur, Ouest canadien [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u00a0\u00bbSpacer\u00a0\u00bb module_class=\u00a0\u00bbspacer\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb background_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

2.0S\u2019engager La responsabilit\u00e9 devient un levier de r\u00e9putation. Les crises, les erreurs et les risques font partie du jeu. Ce qui compte, c\u2019est la capacit\u00e9 des organisations \u00e0 s\u2019engager avec clart\u00e9, \u00e0 faire preuve de transparence, et \u00e0 transformer la responsabilit\u00e9 en acte concret. Cette section met en lumi\u00e8re le pouvoir d\u2019une communication honn\u00eate et […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-2580","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nS\u2019engager - Rapport des tendances de 2026<\/title>\n<meta name=\"description\" content=\"Les crises, les erreurs et les risques font partie du jeu. 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