In today's complex environment, marked by crises, budget constraints, and controversies, companies are rethinking the role of responsible communication. Once a strategic priority, corporate social responsibility (CSR) now faces competition from other pressing concerns. According to the 2025 Ademe x Kantar Media barometer, advertising featuring environmental arguments has seen a slight decline, with investments dropping by 2.9% to reach 365 million euros gross. This decrease is largely due to reduced spending by the Automotive-Transport industry, which accounted for 97.2% of these investments in 2025. However, this figure only reflects campaigns meeting specific criteria and does not capture the full scope of CSR communication. Sophie Roosen, Director of Brand and Impact at the Union of Brands, notes that responsible communication has not disappeared but has shifted from being merely declarative to more operational. Responsibility is now more deeply integrated into the design, production, and distribution processes. Caroline Darmon, Director of CSR France at Publicis, confirms this trend, stating that practices like refurbishment, repair, recharging, and eco-design are becoming standard. Brands are also emphasizing social commitments related to inclusion, violence against women, harassment, and mental health. Despite these shifts, 88% of executives still view CSR as a business asset, though its role in overall strategy is more contested. Nathalie Pons, Director of the Green Agency, explains that CSR has moved from a major strategic axis to a structuring subject. In times of reduced budgets and perceived backlash, companies are making difficult trade-offs, with CSR topics less prioritized. Luc Wise, founder of The Good Company, notes that engaged communication is receding, but companies genuinely committed to long-term responsibility continue to invest, allowing them to stand out more. L'Oréal, for example, has maintained its engaged approach for over twenty years, embedding it into its strategy. Barbara Bressand, its CSR director, emphasizes the importance of sustainability as a leader in the beauty industry. The company's L'Oréal for the Future program outlines commitments in climate, biodiversity, circularity, and support for vulnerable communities. The Refill Movement campaign highlights the company's efforts to move from talk to action by promoting product recharging across various categories. Regulatory changes, such as the European directive 2024/825, known as Empowering Consumers for the Green transition, are also shaping CSR communication. This directive, to be implemented by member states by September 27, 2026, strengthens consumer protection by prohibiting misleading environmental claims and regulating the use of labels. These regulations, combined with the risk of greenwashing, have led brands to be more precise in their messaging. While some companies have reduced their communication efforts, others are focusing on making their commitments more credible and evidence-based. Orange illustrates how companies are integrating responsibility into their commercial campaigns. Issues like the protection of young people, cyberbullying, screen usage, and gender equality are now central to their service offerings and public engagement. Anne Imbert, director of brand, sponsorship, and advertising at Orange, explains that the company has moved from declarative communication to action-oriented strategies, aligning marketing, offers, CSR, and brand identity. This approach aims to build trust and demonstrate a commitment to societal issues. The role of advertising agencies is also evolving. They are no longer just translating briefs into campaigns but are involved earlier in the process, questioning the promise, identifying evidence, and even contributing to the evolution of the advertiser's business model. Caroline Darmon notes that agencies now have a responsibility to ensure that the narratives they create are credible and supported by evidence. The example of Point P, supported by Havas Paris, shows how agencies can go beyond communication by designing products that integrate prevention messages directly into tools used on construction sites. As the landscape of responsible communication continues to shift, companies are finding new ways to make their commitments observable and meaningful. This evolution requires a balance between evidence-based messaging and the creation of narratives that inspire and engage consumers. The challenge remains to ensure that responsibility is not only communicated but also embodied in actions that make a real difference.