{"id":3580,"date":"2022-10-28T11:33:22","date_gmt":"2022-10-28T11:33:22","guid":{"rendered":"https:\/\/www.eha-consulting.com\/?p=3580"},"modified":"2022-10-28T11:33:50","modified_gmt":"2022-10-28T11:33:50","slug":"greenwashing-une-arme-a-double-tranchant","status":"publish","type":"post","link":"https:\/\/www.eha-consulting.com\/en\/greenwashing-une-arme-a-double-tranchant\/","title":{"rendered":"\u00ab Greenwashing \u00bb, une arme \u00e0 double tranchant"},"content":{"rendered":"\n<p><em>Le saviez-vous<\/em> s\u2019int\u00e9resse aujourd\u2019hui au ph\u00e9nom\u00e8ne d\u00e9cri\u00e9 du \u00ab&nbsp;<em>greenwashing<\/em>&nbsp;\u00bb, ou l\u2019\u00e9coblanchiment en fran\u00e7ais.<\/p>\n\n\n\n<p>Le \u00ab&nbsp;<em>greenwashing<\/em>&nbsp;\u00bb consiste \u00e0 promouvoir des arguments \u00e9coresponsables pour attirer des clients et donc vendre davantage. Plusieurs ONG critiquent cette pratique car le message ne correspond pas toujours aux actions r\u00e9alis\u00e9es par l\u2019entreprise. En effet, une majorit\u00e9 de soci\u00e9t\u00e9s communique, entre autres, sur des pratiques plus \u00ab&nbsp;vertes&nbsp;\u00bb en utilisant le champ lexical associ\u00e9 \u00ab&nbsp;green&nbsp;\u00bb,&nbsp;\u00ab&nbsp;\u00e9coresponsable&nbsp;\u00bb, \u00ab&nbsp;durable&nbsp;\u00bb ou des symboles rappelant l\u2019\u00e9cologie comme des feuilles, des arbres, la terre. Cependant, dans la r\u00e9alit\u00e9, les actions de certaines entreprises ne correspondent pas \u00e0 leur communication. Elles insistent sur le fait de compenser les \u00e9missions de CO2 en plantant des arbres (initiative r\u00e9pandue), mais qui ne change pas la structuration de la production. Les entreprises continuent donc de polluer.&nbsp;<\/p>\n\n\n\n<p>Quand cette pratique est d\u00e9nonc\u00e9e, la r\u00e9putation de la soci\u00e9t\u00e9 est fortement ternie. Plusieurs entreprises en ont d\u00e9j\u00e0 fait les frais.&nbsp;<\/p>\n\n\n\n<p>Le dernier exemple en date est celui de la coupe du monde au Qatar. La communication \u00e9coresponsable du pays ne correspond pas avec la r\u00e9alit\u00e9&nbsp;: le Qatar est le premier pollueur mondial en termes de CO2 par habitant. Les entreprises Shell et BP, industrielles du p\u00e9trole, et la banque StanChart ont \u00e9galement \u00e9t\u00e9 d\u00e9nonc\u00e9s par Greta Thunberg lors de la COP26. L\u2019activiste d\u00e9crie les pratiques de \u00ab&nbsp;<em>greenwashing<\/em>&nbsp;\u00bb de ces soci\u00e9t\u00e9s lorsqu\u2019elles promeuvent le cr\u00e9dit carbone, moyen de compenser les \u00e9missions de gaz \u00e0 effet de serre. Coca-Cola a \u00e9galement \u00e9t\u00e9 tacl\u00e9 par des ONG pour son parrainage de la COP27. D\u2019apr\u00e8s une \u00e9tude, l\u2019entreprise avait \u00e9t\u00e9 d\u00e9crite comme l\u2019un des plus grands pollueurs plastique du monde.<\/p>\n\n\n\n<p>Si, \u00ab\u00a0verdir\u00a0\u00bb son entreprise est n\u00e9cessaire, du fait de la r\u00e9alit\u00e9 \u00e9cologique et de la demande des consommateurs, cette transition n\u00e9cessite une transparence et une r\u00e9elle strat\u00e9gie d\u2019entreprise. La facilit\u00e9 du \u00ab\u00a0<em>greenwashing<\/em>\u00a0\u00bb est un \u00e9cueil dans lequel les entreprises ne doivent pas tomber. Cette pratique ne sert ni l\u2019environnement, ni la r\u00e9putation de l\u2019entreprise.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"604\" height=\"408\" src=\"https:\/\/www.eha-consulting.com\/wp-content\/uploads\/2022\/10\/capture-decran-2022-10-28-a-133252.png\" alt=\"\" class=\"wp-image-3581\" srcset=\"https:\/\/www.eha-consulting.com\/wp-content\/uploads\/2022\/10\/capture-decran-2022-10-28-a-133252.png 604w, https:\/\/www.eha-consulting.com\/wp-content\/uploads\/2022\/10\/capture-decran-2022-10-28-a-133252-300x203.png 300w\" sizes=\"auto, (max-width: 604px) 100vw, 604px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Le saviez-vous s\u2019int\u00e9resse aujourd\u2019hui au ph\u00e9nom\u00e8ne d\u00e9cri\u00e9 du \u00ab&nbsp;greenwashing&nbsp;\u00bb, ou l\u2019\u00e9coblanchiment en fran\u00e7ais. Le \u00ab&nbsp;greenwashing&nbsp;\u00bb consiste \u00e0 promouvoir des arguments \u00e9coresponsables pour attirer des clients et donc vendre davantage. Plusieurs ONG critiquent cette pratique car le message ne correspond pas toujours aux actions r\u00e9alis\u00e9es par l\u2019entreprise. En effet, une majorit\u00e9 de soci\u00e9t\u00e9s communique, entre autres, [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3580","post","type-post","status-publish","format-standard","hentry","category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Greenwashing \u00bb, une arme \u00e0 double tranchant - E&amp;HA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eha-consulting.com\/greenwashing-une-arme-a-double-tranchant\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Greenwashing \u00bb, une arme \u00e0 double tranchant - E&amp;HA\" \/>\n<meta property=\"og:description\" content=\"Le saviez-vous s\u2019int\u00e9resse aujourd\u2019hui au ph\u00e9nom\u00e8ne d\u00e9cri\u00e9 du \u00ab&nbsp;greenwashing&nbsp;\u00bb, ou l\u2019\u00e9coblanchiment en fran\u00e7ais. Le \u00ab&nbsp;greenwashing&nbsp;\u00bb consiste \u00e0 promouvoir des arguments \u00e9coresponsables pour attirer des clients et donc vendre davantage. Plusieurs ONG critiquent cette pratique car le message ne correspond pas toujours aux actions r\u00e9alis\u00e9es par l\u2019entreprise. 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