Réduire son impact environnemental, une volonté d’un grand nombre de français qui ont bien compris qu’individuellement, ils peuvent agir en modifiant leur mode de consommation ou en adaptant certains gestes du quotidien. Acheter responsable est de plus en plus intégré dans leurs habitudes d’achats.
Dans des marchés concurrentiels comme la mode ou l’alimentaire, les consommateurs préfèreront se diriger vers une entreprise avec un véritable engagement environnemental et sociétal.
Certaines marques l’ont bien compris et n’hésitent pas à utiliser cet argument écologique pour améliorer leur image et convaincre les consommateurs. Cependant, nombre d’entre elles se revendiquent écoresponsables sans réellement l’être et pratiquent par conséquent du « greenwashing ».
Mais qu’est-ce que précisément le greenwashing ?
Également appelé écoblanchiment, le greenwashing est une stratégie de communication et marketing qui vise à se forger auprès du public une image écoresponsable en utilisant des arguments écologiques trompeurs. Les informations transmises par l’entreprise sont ainsi une présentation déformée et décalée de la réalité et des faits. Cette méthode est très souvent utilisée par les entreprises pour valoriser leur image et ainsi attirer les consommateurs mais également les investisseurs ou encore les futurs collaborateurs.
Le greenwashing génère une confusion et porte ainsi préjudice aux entreprises et organisations réellement engagées dans des démarches effectives de RSE et de développement durable car ces dernières deviennent de moins en moins prises au sérieux.
Considérée comme da la publicité abusive ou mensongère, cette pratique est désormais punit par la loi. En France, le greenwashing est combatu par l’ARPP (Autorité de régulation professionnelle de la publicité) et l’ADEME (Agence de l’environnement et de la maitrise de l’énergie).
Le greenwashing est aujourd’hui pratiqué par de nombreuses entreprises, dans des secteurs très variés comme la mode, la cosmétique, l’entretien de la maison ou encore l’automobile. Il peut prendre également plusieurs formes, c’est ce que nous allons voir à travers le cas d’H&M et Ajax.
Ajax et son packaging trompeur
Un packaging vert avec des champs lexicaux tournés autour de l’écologie, de la nature ou l’utilisation de couleur spécifique peuvent vous induire en erreur, il faut par conséquent y faire attention. En effet, en aucun cas cela veut dire que le produit est éthique et sain pour votre santé ou pour l’environnement. Notons que la composition des produits restent la plupart du temps inchangée.
L’utilisation de la couleur verte, une couleur que l’on associe au naturel et à l’environnement ; différentes marques comme Macdo, Coco Cola ou encore Ajax l’ont bien compris et n’hésitent pas à en abuser afin de verdir leur image.
Attardons nous sur la marque Ajax qui commercialise des produits avec des packagings que l’on peut caractériser de trompeurs.
La marque de produits ménagers a modifié le packaging de son nettoyant triple action, produit très chimique, avec un visuel beaucoup plus doux. On y retrouve désormais la couleur verte mais également un arbre apparaissant dans un fond avec un ciel bleu.
Afin de rendre ses produits plus éthiques et bons pour la planète, la marque a également fait apparaitre les termes suivants sur ses packagings : « parfum avec des extraits naturels » ou encore « fraicheur naturelle ». L’utilisation du champs lexical de la nature amène instinctivement les consommateurs à penser que le produit est plus naturel et écologique. Cependant, en réalité, la composition du produit Ajax est restée identique, seul le packaging a évolué.
On constate ainsi qu’Ajax n’hésite pas utiliser des biais cognitifs pour amener les consommateurs à penser que ces produits sont plus greens.
Avec l’utilisation abusive de termes et visuels qui collent avec les préoccupations environnementales des consommateurs mais qui ne constituent en aucun cas de réels engagements environnementaux, Ajax pratique ici du greenwashing. Biaiser le choix des consommateurs en se servant d’arguments de ventes « factices » qui suggèrent une image responsable, telle est la pratique de cette marque via ses packagings trompeurs.
Le manque de transparence avec H&M
Critiqué pour son modèle d’affaires qui pousse à la surconsommation de mode jetable, H&M se veut le leader du développement durable parmi les marques dites de « fast fashion ».
Le géant du prêt à porter multiplie depuis quelques années des initiatives qui sont bien souvent largement médiatisées, comme sa campagne « H&M conscious ».
A travers cette nouvelle gamme, la marque affirme vouloir proposer des produits encore plus durables et des pièces crées dans le respect de la planète.
La marque de prêt à porter prétend offrir « un style écoresponsable » avec des vêtements censés être composés de matières plus respectueuses de l’environnement comme l’econyl. Il s’agit d’une fibre 100% recyclée à partir de filets de pêches et autres déchets de Nylon.
Reconnaissables en magasin par leur étiquette verte, à premier abord, ces produits ont tout bon mais en réalité, les engagements de la marque restent très flou.
H&M est ainsi accusé par l’autorité norvégienne de la consommation de ne pas délivrer assez d’informations sur le caractère durable de ces produits et de commercialiser sa gamme de manière trompeuse.
En effet, les informations communiquées sur la collection sont générales et ne spécifient pas suffisamment l’avantage environnemental réel de chaque vêtement, comme par exemple la quantité de matériaux recyclés pour chaque vêtement.
Prenons le cas d’un jean de la gamme conscious pour illustrer ces faits. Il est indiqué que cet article est conçu à 99% de coton et que ce coton est partiellement recyclé mais la marque ne communique en aucun cas le pourcentage de coton recyclé présent dans cet article. Dès lors qu’on s’attarde sur la composition des produits, on constate par conséquent qu’aucun détail n’est apporté sur le caractère responsable, les informations délivrées au consommateur restent générales.
A travers cette initiative, HetM a voulu redorer son image et persuader les consommateurs qu’ils achètent des produits « écolos ». Avec ce manque de transparence et des engagements qui ne sont pas à la hauteur de ce qui est annoncé, les consommateurs ont ainsi été amenés à réaliser des achats faussement responsables.
Malgré que le greenwashing a beaucoup fait parler de lui ces dernières années et qu’il est désormais punit par la loi, de nombreuses entreprises continuent de verdir artificellement leur image.
Comme nous avons pu le voir à travers ces 2 exemples, les marques n’hésitent pas à utiliser différentes techniques et arguments qui amènent à penser qu’elles ont un réel engagement en faveur de l’environnement. Elles surfent sur la vague verte dans un contexte où les consommateurs privilégient les produits écoresponsables et les entreprises qui adoptent une vraie démarche RSE.
S’attarder sur la composition d’un produit, l’une des solutions qui te permettra de ne pas te faire avoir par les pratiques de greenwashing en achetant un produit à l’apparence écoresponsable.
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