La crise environnementale représente une menace existentielle pour la vie humaine sur cette planète. Pourtant, dans notre société d’hyperconsommation, les cycles du capitalisme ne dorment pas. Alors que les gens essaient de rendre leur mode de vie plus écologique, les entreprises s’adaptent à la demande de des consommateur pour des produits respectueux de l’environnement. Mais cela présente un paradoxe pour les entreprises de produits à grande échelle. Celles qui sont des acteurs commerciaux au-delà des niveaux locaux immédiats polluent et causent des dommages environnementaux par nature.
Les entreprises face au dilemme
Pour y remédier, elles doivent tenter de minimiser les déchets, d’utiliser des modes de distribution respectueux de l’environnement et de compenser leur empreinte carbone. Certaines entreprises y sont parvenues, allant même jusqu’à reconnaître le cycle capitaliste néfaste ; d’autres font semblant de s’en soucier.
De nombreuses entreprises ont été accusées de dépenser d’importantes sommes d’argent dans des campagnes de marketing afin de se présenter comme « vertes » et de contrôler le discours sur le caractère écologique de leurs pratiques. Cette pratique, appelée « écoblanchiment », est utilisée par les entreprises pour garantir leurs ventes et leurs marges bénéficiaires sur un marché qui prend peu à peu conscience de l’environnement et augmente la demande de produits éthiques.
Le paradoxe de l’entreprise Shell
Shell est l’un des plus grands fournisseurs de pétrole et de gaz naturel au monde, mais elle a également dépensé des millions pour soigner son image en se concentrant sur les énergies renouvelables et en réduisant ses émissions générales. Les campagnes de marketing parlent d’une dévotion nouvelle pour le développement de sources d’énergie éthiques et la reforestation. Le site web de la société comporte plusieurs pages décrivant comment elle améliore ses techniques pour réduire les risques de déversements ou de dommages environnementaux, tout en mettant l’accent sur l’amélioration de la qualité de l’air et l’utilisation d’eau douce.
Mais beaucoup ont remarqué que le site web de Shell ne mentionne pas qu’elle est la neuvième entreprise productrice de gaz à effet de serre. Les campagnes de marketing peuvent dissimuler les nombreuses pressions exercées par Shell au cours des dernières décennies, tant dans l’UE qu’aux États-Unis, pour limiter les politiques environnementales et garantir le maintien d’un important rendement financier. Shell est également membre de la Global Climate Coalition, un groupe de compagnies pétrolières qui a passé plus d’une décennie à fabriquer la controverse autour du réchauffement climatique et à diffuser des informations erronées sur le consensus scientifique, dont les effets se font encore sentir aujourd’hui avec la forte communauté des négationnistes du changement climatique.
L’engagement sincère de Patagonia
En tant qu’entreprise dont les produits sont conçus pour être utilisés dans la nature. Patagonia avait toujours un désir profond de protéger l’environnement. Consciente de l’importance de devenir écologique, Patagonia a reconnu ses limites en tant que producteur et a réalisé que, quelle que soit la réduction, il y aura toujours de la pollution et des déchets provenant de sa distribution et du développement de ses produits. L’entreprise a donc cherché à les minimiser autant que possible, ainsi qu’à encourager les clients à réparer les produits au lieu de les remplacer.
Des campagnes telles que « Worn Wear » montrent qu’au lieu d’acheter du neuf, la réparation d’un article est bénéfique pour l’environnement et peut également lui donner du caractère. Patagonia a également mis en place des stratégies marketing avec des slogans tels que « N’achetez pas cette veste » (en référence à son propre produit) afin de sensibiliser aux dangers du consumérisme. Ces campagnes peuvent sembler condescendantes et hypocrites, car l’objectif ultime reste probablement d’attirer davantage de clients.
Mais récemment l’entreprise a marqué un coup sûr, elle annonce que la planète Terre est désormais son unique actionnaire . Un modèle historique de la part de Patagonia, plutôt que la revendre ou l’introduire en Bourse. Le propriétaire de l’entreprise décide de redistribuer son bénéfice à deux associations
Cette annonce a suscité une admiration chez les personnes proclamant l’engagement environnementale et elle a suscité un silence chez certains dirigeant. Comme le dit Chouinard, « il faut être sérieux quand il s’agit de sauver la planète ». Il ne s’agit plus donc du greenwashing en mettant des campagnes de marketing avec des valeurs mais bien de ce que la marque a mis en œuvre depuis des décennies.
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