Vous avez peut-être remarqué que le monde est devenu plus respectueux de son environnement ces dernières années, du moins c’est ce que l’on pourrait croire. Mais si vous avez déjà acheté un produit parce que son emballage indiquait « naturel » ou avait l’air recyclé, vous avez peut-être été victime de Greenwashing.
Qu’est-ce que le Greenwashing ?
Le Greenwashing est une pratique qui consiste à faire passer des marques pour plus durables qu’elles ne le sont réellement. Il peut s’agir d’une pratique de marketing trompeuse, d’un coup de communication malencontreux ou simplement du changement de l’emballage d’un produit existant tout en continuant à utiliser des ingrédients ou des pratiques non durables. C’est un moyen pour les entreprises de donner l’impression qu’elles se soucient de l’environnement tout en augmentant leurs marges bénéficiaires, car elles savent que les personnes soucieuses de l’environnement sont prêtes à dépenser davantage pour des produits durables.
Comment les entreprises utilisent Le Greenwashing
Malheureusement, Le Greenwashing semble être une tendance qui est là pour rester. Les entreprises trouvent constamment de nouveaux moyens brillants pour nous tromper. L’une des meilleures choses que l’on puisse faire pour se protéger de ces fraudes est de se familiariser avec les exemples récents du greenwashing :
Commençons par la polémique qui a éclaté en 2019 lorsque McDonald’s a introduit des pailles en papier qui se sont avérées non recyclables. En 2019, le géant de la restauration rapide a mis en avant une campagne visant à réduire le nombre de plastiques à usage unique présents dans ses magasins. L’objectif principal était de remplacer toutes les pailles en plastique par des alternatives en papier recyclable. La campagne a connu un énorme succès en dépeignant McDonald’s comme un acteur clé de la réduction des déchets plastiques et de l’adoption de solutions durables.
Cependant, ses nouvelles pailles en papier ne sont pas recyclables, et leur approvisionnement et leur fabrication ont soulevé différentes questions en matière de durabilité. La campagne a donc suscité des réactions négatives de la part du public, mais McDonald’s continue à la déployer.
Un autre exemple du Greenwashing consiste à coller un label vert sur un produit pour le faire paraître plus durable ou plus sain, comme l’a fait Coca-Cola avec Coca-Cola Life, qui, avec ses 6,6 % de sucre, était loin d’être une boisson saine. Vous auriez probablement moins de Life si vous en buviez beaucoup.
La marque américaine de sodas Coca-Cola a récemment été accusée de greenwashing dans deux affaires différentes. Tout d’abord, elle a fait la promotion de sa nouvelle gamme de la version à faible teneur en sucre, Coca-Cola Life, comme une « alternative verte et saine ». Deuxièmement, la société a affirmé qu’elle s’engageait à réduire les déchets plastiques.
Dans les deux cas, les consommateurs ont vu clair dans ce greenwashing. Après que des nutritionnistes ont souligné que la boisson n’était toujours pas saine, Coca-Cola Life a disparu des rayons. L’étiquette à faible teneur en sucre trompait les consommateurs sur la teneur totale en sucre qui était encore présente dans la bouteille.
Comment se défendre contre le Greenwashing ? La réponse est d’être un consommateur plus averti.
- Regardez les étiquettes, pas les emballages.
Certains des exemples les plus flagrants de greenwashing utilisent l’emballage pour faire croire qu’un aliment est vert. L’emballage peut être bien, vert, peut comporter des images de la planète ou de champs de blé, ou montrer des agriculteurs aux joues roses dans les champs. Il sera différent des emballages alimentaires ordinaires, qui sont souvent de couleurs vives et primaires.
N’oubliez pas que ce type d’emballage ne signifie pas nécessairement que les ingrédients sont entièrement naturels. Les spécialistes du marketing alimentaire (même ceux employés par les entreprises d’aliments naturels, malheureusement) sont devenus très habiles pour amener les consommateurs à faire le lien entre l’apparence et la réalité. Mais ce n’est pas forcément le cas.
- Soyez prudent avec les slogans écologiques.
Un autre stratagème de greenwashing, utilisé à la fois dans les emballages et dans la publicité, consiste à utiliser des slogans qui impliquent des produits respectueux de l’environnement. Ils peuvent dire « bon pour la terre » ou « pour votre santé ». Ces slogans ne sont pas différents de votre slogan habituel, ou de toute autre campagne publicitaire. Ils sont conçus pour obtenir des ventes de la part de consommateurs soucieux de l’environnement.
- Soyez conscient de la diversité des pratiques écologiques.
Lorsqu’un produit est étiqueté ou certifié « vert », cela peut faire référence à un large éventail de pratiques. S’agit-il d’aliments sains et non transformés ? S’agit-il de pratiques agricoles durables ? De pratiques durables dans la fabrication ? S’agit-il d’engagements en faveur d’un emballage minimal ou de l’élimination de la cruauté envers les animaux ? Le nombre de questions indique la grande variété des pratiques écologiques.
Une entreprise peut donc dire qu’elle est verte dans un domaine, mais pas nécessairement dans un autre. Un producteur d’aliments sains, par exemple, peut utiliser des emballages lavés avec des produits chimiques.
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