De nos jours, les modes de consommations évoluent et les individus cherchent à acheter des produits éco-responsables.
Les marques ne sont pas dupes et, pour vendre, elles s’adaptent à cette tendance de consommation en orientant leur stratégie marketing sur l’aspect respectueux de l’environnement de leurs produits ou leurs services. Pour certaines, l’éco-responsabilité fait réellement partie de l’ADN de leur marque, pour d’autres il s’agit juste d’une façade pour rester attractif sur le marché. Alors, méfiez-vous, le marketing peut rimer avec greenwashing. Cet article vous permettra de prendre conscience de certes réalités à ce sujet, alors n’attendez plus, lisez-le.
Qu’est-ce que le greenwashing en marketing ?
Le greenwashing ou écoblanchiment en français est une stratégie marketing utilisée par différentes marques ou entreprises dans le but de se donner une fausse image écologique. Ces dernières affichent donc délibérément les mots « green », « écoresponsable », « protection de l’environnement » ou encore « éthique » sur leurs moyens de communication. Or, lorsque l’on creuse quant aux réelles pratiques de l’entreprise en question, on s’aperçoit qu’elle ne respecte absolument pas les engagements qu’elle met en exergue dans son marketing, dans ce cas, on parle de greenwashing. Ce sont souvent les grandes multinationales, qui, par le biais de leurs activités polluent énormément qui ont massivement recours au greenwashing pour tenter de tromper le consommateur et pour redorer son image.
Moyens utilisés par le greenwashing dans le marketing
Nous allons parler des différents outils et moyens utilisés par les marques/entreprises, lorsque le marketing rime avec greenwashing afin que vous puissiez décelez le vrai du faux.
Très souvent, dans leur communication, les marques jouent avec les couleurs. Elles utilisent principalement la couleur verte pour faire croire au consommateur que le produit/service est « naturel », « vert », « respectueux de l’environnement ». De plus, les marques ont recours également à des ambiances qui vont rassurer le consommateur et le plonger dans une perception écoresponsable grâce à l’utilisation de photos de paysage, de forêt, de nature, de bois etc dans leur communication. Ces éléments de formes rassurent le consommateur en le trompant. En effet, inconsciemment, car le cerveau humain est conditionné dès son plus jeune âge par ce qu’il voit et entend, nous avons tendance à associer tous les outils cités précédemment à l’environnement.
D’autre part, des labels inconnus tendent à apparaître et s’inscrire dans les pratiques du greenwashing. Ces derniers tentent de légitimer la marque sur ses pratiques comme « coton 100% naturel ».
Enfin, le greenwashing s’appuie sur l’innocence et la fibre émotionnelle du consommateur. Les marques jouent donc sur les mots et se mettent à proposer des produits/services « fait avec amour », « réalisé par nos soins », « créé pour vous ».
Que ce soit au niveau du fond ou de la forme, les entreprises/marques sont fortes pour vous duper et grâce à ces outils vous faire croire que vous consommer des produits/services respectueux de l’environnement alors que cela est loin d’être le cas.
Le greenwashing, important problème dans le secteur de la mode
Dans le secteur de la mode, le greenwashing rime souvent avec marketing. En effet, la mode est un système linéaire, qui consomme énormément de ressources fossiles. Ce secteur a peu recours au recyclage et impacte donc fortement de manière négative l’Homme et la planète. Selon plusieurs études, le mode nécessiterait plus de 98 millions de tonnes de matières non-renouvelables par an, ce qui est colossal. De plus, plus de 93 milliards de mètre cube d’eau par an sont utilisé pour cultiver le coton mais aussi pour réaliser les teintures dans ce secteur. L’industrie du textile est donc au cœur de la problématique du greenwashing et cela s’amplifie depuis les dernières années avec les entreprises de fast fashion qui se multiplient. Ces dernières accélèrent leur production, sans tenir compte de l’impact environnemental et pour créer des vêtements de basse qualité, qui n’auront pas une espérance de vie très importante et qui vont donc grandement polluer. Chaque année, l’industrie du prêt-à-porter produit plus de 150 milliards de vêtements, qui, pour la majorité ne serviront que quelques fois avant d’être oubliés ou d’être jetés.
Le secteur de la mode n’est pas le seul concerné. En effet, celui de la cosmétique n’est pas plus vert… En cosmétique, le greenwashing se révèlent souvent sous la forme de mentions telles que « sans parabène », « sans silicone », ce qui va rassurer le consommateur et le pousser à acheter. Mais s’il allait plus loin, ce dernier se rendrait compte que ces composants nocifs sont la plupart du temps remplacés par des substances encore plus toxique pour l’Homme et la planète : le méthylisothiazolionone ou encore le phénoxyéthanol.
Les NFT se mêlent au greenwashing
Aujourd’hui, les grands noms du luxe axent leur marketing sur les NFT « jetons non-fongibles », sans tenir compte des questions écologiques et éthiques. Nous venons de voir que l’industrie de la mode avait un gros impact sur l’environnement, mais les NFT ne vont rien améliorer au contraire. LVMH, avant-gardiste du fashion NFT entre dans une nouvelle ère du marketing 3.0 pour s’adresser aux nouvelles générations. Les entreprises se basant sur les NFT mettent en avant des campagnes vertes, loin de greenwashing mais cela n’est qu’illusion. En effet, la multiplication des serveurs de la blockchain, indispensables à la création des NFT sont extrêmement polluants. En effet, les serveurs pour supporter les blockchains demandent une climatisation constante, alors comment oser parler de marketing vert à travers les NFT ?
Limiter le greenwashing n’est pas toujours facile. Néanmoins, face à l’augmentation des pratiques trompeuses, l’Agence de la Transition écologique a conçu en 2013 un guide anti-greenwashing. Mais cela n’est pas suffisant, il faut aller plus loin, c’est pour cela que depuis avril 2021, le gouvernement cherche à faire voter un texte que rendra le greenwashing une pratique illégale.
Selon Julia FAURE, co-fondatrice de Loom, magasin spécialisé dans le textile durable et respectueux de la planète, « le greenwashing est dangereux, car il nous décourage de changer nos modes de consommation. De surcroît, il nous fait croire que le problème est résolu, car il nous endort alors que la maison brûle ».
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көрініс, адамгершілік тәрбие сағаты бастауыш сынып министерство
сельского хозяйства рк вакансии, первый вице-министр сельского хозяйства рк дидактикалық ойындар дәрумендер туралы,
дәрумендер туралы мақал мәтелдер
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