À l’heure où de nombreux consommateurs aspirent à opérer des choix en accord avec leurs valeurs se positionner en tant qu’entreprise éthique présente un intérêt certain, mais attention aux dérives et aux pratiques trompeuses !
QU’EST-CE QUE LE GREENWASHING ?
Le greenwashing (« écoblanchiment » en français) est une technique frauduleuse employée dans le domaine du marketing et de la communication. Il s’agit de promouvoir une image de marque plus responsable, éthique et écologique qu’elle ne l’est en réalité. Une méthode de marketing consistant à communiquer auprès du public en utilisant l’argument écologique de manière trompeuse pour améliorer son image. L’objectif est donc de donner une image de marque plus verte qu’elle ne l’est, sans avoir à opérer les efforts nécessaires pour le devenir.
La transition d’une entreprise vers un modèle respectueux de notre environnement implique des choix, des changements en termes de modèles et de pratiques ainsi que des investissements. Or, certaines entreprises privilégient la facilité et recourent au greenwashing, pour ne pas avoir à consentir les efforts nécessaires.
En tant que pratique commerciale trompeuse, le greenwashing est une infraction passible de deux ans d’emprisonnement et d’une amende de 300 000 euros. Une amende qui peut être proportionnée aux avantages tirés du délit à hauteur de 80 % des dépenses engagées pour la réalisation de la publicité ou de la pratique coupable de greenwashing (article L.132-2 du Code de la consommation).
DES ORGANISMES QUI CHERCHENT A EVITER CES PRATIQUES
- La « Recommandation Développement Durable » de l’ARPP (Autorité de Régulation Professionnelle de la Publicité) 📑
- Les avis du CNC (Conseil National de la Consommation) 📢
- Le guide anti greenwashing de l’ADEME (Agence de l’environnement et de la maîtrise de l’énergie) 📕
- La norme ISO 14021 📃
UNE PRATIQUE QU’ON RETROUVE DANS DIVERS SECTEURS D’ACTIVITES
LA COSMETIQUE
L’engouement pour les cosmétiques bio incite les fabricants à présenter comme naturels des produits qui ne le méritent pas. Couleur des emballages, végétaux représentés, nom des produits, slogans, tout est bon pour suggérer la naturalité de façon suffisamment floue pour ne pas tomber sous le coup de la publicité mensongère.
Certaines marques comme Lush, l’Occitane, Body Shop, Nectar of Nature (Carrefour) et même Yves Rocher utilisent des ingrédients nocifs et/ou polluants en contradiction avec leur image ou leur nom.
L’AUTOMOBILE
Songez simplement au nombre de publicités et de campagnes marketing présentant le dernier véhicule de la gamme sillonnant des paysages sauvages et/ou paradisiaques… mais ces voitures respectent-elles véritablement ces paysages ?
L’empreinte Carbonne de la voiture montre le contraire, en effet c’est l’une des premières sources d’émissions de gaz à effet de serre en France !
Certaine pratique entre plus stupéfiant encore, le groupe Volkswagen avait été reconnue coupable de l’utilisation de logiciels frauduleux qui minoraient les émissions de particules d’oxyde d’azote et de CO2 de ses moteurs lors des tests d’homologation !
Des pratiques illustrant parfaitement le greenwashing et qui rappellent malheureusement aux consommateurs que toutes paroles et à vérifier.
L’HABILLEMENT
En 2019, la marque de prêt-à-porter H&M a été retoquée suite à la commercialisation d’une collection intitulée “Conscious », se vantant de proposer des vêtements fabriqués avec des tissus recyclés comme le Nylon ou encore le coton bio. Ce qui pose un problème quand on sait que ces matériaux dit « responsables » ne représentaient qu’une part infime du vêtement et que le pourcentage de matières écoresponsables n’est pas précisé sur le produit.
Un comble quand on sait que ce type d’enseigne produit des collections sans cesse renouvelées pour inciter à la consommation, ce qui contribue de façon massive à la croissance des émissions de gaz à effet de serre dans le monde, à l’esclavage industrielle et à la surconsommation. Tout l’inverse des pratiques éco-responsable qui veulent pourtant être mise en avant par la marque !
5 ASTUCES POUR REPERER CETTE PRATIQUE
- Méfiez-vous des discours évasifs
- Lisez attentivement les étiquettes de vos produits
- Ne vous fiez pas à la couleur verte d’un packaging, à son nom ou encore au slogan d’une collection
- Renseignez-vous sur les labels en vigueur
- Faites attention à la cohérence entre le discours de la marque et ses actions
Chers lecteurs, vous voilà prévenus !
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