Qu’est-ce que le greenwashing ?
Avec une pression mondiale en cours pour réduire les émissions de dioxyde de carbone et lutter contre le changement climatique, le terme « greenwashing » devient un adjectif commun pour les actions et les « pratiques respectueuses de l’environnement » de nombreuses entreprises et marques importantes de mode. Des exemples de greenwashing sont partout.
Mais en quoi consiste le greenwashing ?
Le greenwashing (ou écoblanchiment) est une méthode marketing qu’utilisent certaines entreprises qui consistent à communiquer sur un engagement écologique qu’elles n’ont pas réellement.
Ces entreprises accusées de greenwashing
Macdo
En 2019, le géant de la fast Food a lancé une campagne pour réduire la quantité de plastique à usage unique dans ses magasins. Son objectif principal était de remplacer toutes les pailles en plastique par des alternatives en papier recyclable. La campagne a été un énorme succès en montrant le rôle clé de McDonald’s dans la réduction des déchets plastiques et dans l’adoption de solutions durables.
Cependant, les nouvelles pailles en papier ne peuvent pas être recyclées, et leur approvisionnement et leur fabrication soulèvent divers problèmes de durabilité. Bien que cela ait conduit à l’opposition du public à la campagne, McDonald’s continue de la déployer. L’entreprise étudie maintenant d’autres alternatives, comme le remplacement de la paille par un couvercle à bec verseur. Pourtant, l’entreprise continuera à utiliser du plastique pour fabriquer le couvre-verre. Les partisans de la réduction de la pollution plastique proposent des options plus simples.
Buvez directement de la tasse sans couvercle ni paille.
H&M
La grande entreprise de fast fashion a lancé sa collection H&M conscious. L’entreprise de fast fashion met en avant une collection de vêtements produite à partir de matières écoresponsables comme le nylon recyclé ou le coton bio, pour prôner une responsabilité écologique. Cependant, cette collection ne représente qu’une infime part de la totalité des vêtements produit par la marque. Le problème, c’est qu’elle ne communique pas sur le pourcentage de matières écoresponsables utilisées dans chaque vêtement.
L’industrie de la fast fashion est connue pour son impact environnemental. H&M fait partie des plus grands en proposant des vêtements vendus à des prix dérisoires, pour pousser à la consommation, il est donc difficile de croire en leurs arguments « écologiques ».
Total
En 2021, Total décide de changer de nom et de logo pour mettre en avant son engagement pour l’environnement et lance une campagne de communication (à coup de millions d’euros) sur leurs investissements dans les énergies renouvelables, sans préciser bien sûr qu’une immense majorité de leurs investissements vont aux énergies fossiles.
Ainsi, les communications de Total omettent l’impact environnemental du gaz fossile sur l’ensemble de son cycle de vie. À travers cette campagne de publicité, TotalEnergies prend un engagement qu’elle sait déjà qu’elle ne pourra pas tenir puisque la réalité des faits, la réalité de ses investissements dans les fossiles, rend impossible l’atteinte de la neutralité carbone en 2050.
Aujourd’hui, TotalEnergie se retrouve assigné en justice par trois ONG pour greenwashing et dénoncent des « allégations fallacieuses ».
Nespresso
Avec une forte emprise sur le marché des dosettes de café, Nespresso a rassuré les consommateurs inquiets sur ses dosettes de café à usage unique étaient recyclables, les peignant comme un produit à café de haute qualité et respectueux de l’environnement. Plusieurs autres fabricants de dosettes ont répété ces affirmations, y compris Keurig, qui a insisté sur le fait que les clients pouvaient jeter leurs dosettes avec leur recyclage régulier.
Malheureusement, ce n’est pas tout à fait vrai. Bien que les dosettes soient recyclables, elles ont besoin de centres spécialisés et d’équipements non standard pour les traiter. Keurig a été poursuivi pour sa fausse publicité et a dû changer le libellé de ses publicités. Nespresso a lancé son programme de recyclage qui impose au consommateur qui doit ramener leurs dosettes usagées à un revendeur Nespresso.
Ce ne sont donc absolument pas 100% des capsules qui sont finalement recyclées (20% seulement en France…). En outre, la filière de recyclage nécessite des transports à foison et toute la capsule ne peut pas être récupérée puisque certains de ses composants sont en matière plastique.
Nespresso a d’ailleurs bien compris comment faire en sorte que les gens continuent sans cesse de consommer leurs capsules : des machines peu chères et quasiment le prix de la machine offert sous forme de capsules. Ou comment créer un besoin là où il n’y en avait pas…
Starbucks
En 2018, Starbucks a publié un « couvercle sans paille », dans le cadre de sa campagne de durabilité, mais ce couvercle contenait plus de plastique que l’ancienne combinaison de couvercle et de paille. La société n’a pas contesté cela, mais a affirmé qu’il est fabriqué à partir de polypropylène, un plastique recyclable communément accepté qui « peut être capturé dans l’infrastructure de recyclage ».
Les critiques se sont empressés de souligner que seulement 9 % du plastique mondial est recyclé, de sorte que l’entreprise ne devrait pas supposer que tous les couvercles seraient recyclés. De plus, les États-Unis exportent environ un tiers de leur recyclage vers les pays en développement, de sorte qu’ils transmettent simplement leur responsabilité aux pays les plus pauvres.
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