Terme inventé par l’environnementaliste Jay Westerveld en 1986, le greenwashing est une technique de communication trompeuse employée aujourd’hui par de nombreuses entreprises. Si tout le monde a en tête au moins une action de greenwashing réalisée par une grande marque, connaissez-vous les acteurs qui luttent contre ces techniques frauduleuses?
Le greenwashing en quoi ça consiste?
D’après la définition donnée par le dictionnaire Larousse, le greenwashing ou en français l’écoblanchiment est ”l’utilisation fallacieuse d’arguments faisant état de bonnes pratiques écologiques dans des opérations de marketing ou de communication.”
Dans cet article nous vous partageons les acteurs, souvent trop peu connus, qui luttent quotidiennement contre les actions de greenwashing réalisées par les marques. Ainsi, si vous souhaitez comprendre plus en profondeur le concept de greenwashing, nous vous invitons à consulter en premier lieu notre article dédié en appuyant ici.
- L’ARPP et l’ADEME
L’ARPP et l’ADEME sont respectivement l’autorité de régulation professionnelle de la publicité et l’Agence de l’Environnement et de la Maîtrise de l’Énergie. Ces deux organismes contrôlent et accompagnent les entreprises dans leurs campagnes de communication afin qu’elles soient responsables.
→ L’Autorité de régulation professionnelle de la publicité (ARPP)
L’autorité de régulation professionnelle de la publicité est une association loi de 1901 qui constitue un organisme privé d’autorégulation de la publicité en France.
Son objectif est de veiller à ce que la communication des entreprises soit éthique et responsable:
“l’ARPP a pour but de mener toute action en faveur d’une publicité loyale, véridique et saine.”
Sa procédure: Les entreprises soumettent à l’ARPP leur communication avant diffusion afin que l’organisme puisse l’analyser et donner son avis favorable ou non.
Il dispose d’institutions rattachées partageant le même objectif éco-responsable:
- le Conseil de l’éthique publicitaire (CEP), créé en 2005, instance de réflexion,
- le Conseil paritaire de la publicité (CPP), instance de concertation ,
- le Jury de déontologie publicitaire (JDP), instance de contrôle.
→ l’Agence de l’Environnement et de la Maîtrise de l’Énergie (ADEME)
L’Agence de l’environnement et de la maîtrise de l’énergie ( ou Agence de la transition écologique” est un établissement public à caractère industriel et commercial français créé en 1991.
Son objectif est d’accompagner les entreprises vers une transition responsable.
“L’ADEME met ses expertises à disposition de tous les acteurs pour répondre aux défis de la transition écologique, afin de construire des futurs désirables dans un monde bas-carbone.”
Sa procédure: conseil, proposition de démarches et de méthodologies, recommandations, avis, réalisation d’études.
→ Les bilans « publicité et environnement »
L’ARPP et l’ADEME travaillent en collaboration depuis 2008 sur la publication d’un bilan annuel « publicité et environnement ». Ces bilans ont permis de dénoncer de nombreuses pratiques déloyales ainsi que de renforcer les règles déontologiques.
- Les Organisations Non Gouvernementales
Une organisation non gouvernementale est une association à but non lucratif, d’intérêt public, qui ne relève ni de l’État, ni d’institutions internationales. Les enjeux environnementaux sont l’un des terrains d’actions les plus importants pour les ONG. Leurs actions consistent à analyser, dénoncer, diffuser l’information au public et communiquer lors d’événements importants tels que la COP27.
Voici les plus connues sur ce domaine:
→ Climate Action Against Disinformation
La CAAD est une coalition mondiale de 50 organisations qui contrôle et lutte contre les mensonges et les informations trompeuses sur le changement climatique en Europe, en Australie, en Afrique et en Amérique du Nord.
→ Greenpeace
Greenpeace a été conçue il y a une cinquantaine d’années et mène des actions sur terre et en mer dans le monde entier. L’organisation est connue pour réaliser des actions “choc” créatives non violentes pour ouvrir la voie à un monde plus vert et plus pacifique.
→ Les amis de la terre
Les Amis de la Terre France est une association créée en 1970 dont le but est de protéger l’environnement, le climat et défendre les droits humains. Leurs méthodes d’actions combinent investigation, sensibilisation, plaidoyer et actions de désobéissance civile.
L’association a créé en 2008 un anti-prix annuel “Les prix Pinocchio” qui dénonce les pires entreprises en matière de Greenwashing. Le prix a été décerné de 2018 à 2015 puis a été relancé en 2020. Pour les curieux, cette année là le grand gagnant était l’entreprise d’agribusiness Yara suivi de Bigard et Lactalis.
- Les entreprises et organisations engagées
De nombreuses entreprises et organisations à but lucratif ont également à cœur de lutter contre le greenwashing réalisé par les marques pour des soucis d’éthique et d’enjeux responsables. C’est notamment le cas de 46 acteurs qui ont participé à la réalisation d’une campagne de dénonciation du greenwashing « IL Y A CEUX QUI PARLENT. ET IL Y A CEUX QUI FONT. » avec la création du #duvraipasdesmots. Cette campagne est composée d’affiches pour sensibiliser et de vidéos parodiques pour illustrer le greenwashing.
Vidéo de la campagne:
Liste des acteurs signataires de cette campagne: WeDressFair, Collectif Éthique sur l’étiquette, Fashion Revolution France, SloWeAre, Hopaal, Thinking Mu, Nouveau Modèle, The Goodgoods, Loom, Routine, Lamazuna, Noyoco, The Clothette, Bleu Tango, Olly, The greener good, Maison Izard, Avani, Maline, Saola, Kufu, Gayaskin, Maison Alfa, Atelier Unes, Bask in the Sun, Les Hirondelles, Clear Fashion, IGWE, Au Juste, OTH, Bhallot, Shak and Kai, Subtle, Caruus, Nosc, Eloge de la Curiosité, La Révolution des Tortues, La Ptite Noisette, Iznowgood, La Gonette, I boycott, Tissu Solidaire, Loca Loca, Ethic2hand, Videalist, Chou au carré, Les Récupérables
- Les personnalités publiques, journalistes et militants
De nombreuses personnalités publiques mettent à contribution leur notoriété et visibilité pour sensibiliser la population des différentes actions controversées des marques. On pense notamment au journaliste engagé Hugo Clément qui utilise les différents médias pour dénoncer les actions de greenwashing des grandes entreprises et appeler au boycott.
Finalement, nous aussi à la maison nous pouvons jouer un rôle dans la lutte contre le greenwashing par le biais de plusieurs actions:
- En s’informant sur les pratiques des marques
- En parlant autour de soi ainsi que sur les réseaux sociaux
- En boycottant ces fameuses marques
- En privilégiant des marques éco-responsables
It’s going to be finish of mine day, however before end I am reading this enormous piece of writing
to increase my knowledge.
Hurrah, that’s what I was searching for, what a material!
existing here at this blog, thanks admin of this web site.
I’m not sure why but this site is loading extremely slow for
me. Is anyone else having this problem or is it a issue on my end?
I’ll check back later on and see if the problem still
exists.
An interesting discussion is definitely worth comment.
I believe that you need to publish more about this subject matter, it might not
be a taboo matter but generally people do not speak about such topics.
To the next! Kind regards!!
It’s very simple to find out any matter on web as
compared to books, as I found this paragraph at this website.
It’s hard to come by experienced people about this topic, however,
you sound like you know what you’re talking about! Thanks
Hello there! This post couldn’t be written any better!
Reading through this post reminds me of my previous roommate!
He continually kept preaching about this. I most certainly will forward this article to
him. Pretty sure he’ll have a good read. Many thanks for sharing!
Woah! I’m really digging the template/theme of this blog.
It’s simple, yet effective. A lot of times it’s tough to get that « perfect balance » between superb usability and appearance.
I must say you’ve done a excellent job with this. Additionally, the blog loads very fast for
me on Safari. Outstanding Blog!
I truly love your website.. Great colors & theme. Did you develop this website yourself?
Please reply back as I’m planning to create my own personal site and want to learn where you got this from or
what the theme is called. Thank you!
tyubfy
It’s an amazing post in favor of all the web visitors; they will take advantage from it I am sure.
Hiya! Quick question that’s completely off topic. Do you know how to make your site mobile friendly?
My site looks weird when browsing from my iphone4.
I’m trying to find a theme or plugin that might be able to
resolve this issue. If you have any suggestions, please share.
With thanks!
Hello, everything is going perfectly here and ofcourse every one is sharing
data, that’s in fact fine, keep up writing.
Thanks very nice blog!
Your means of explaining the whole thing in this piece of
writing is genuinely good, every one be able to without difficulty know it, Thanks a
lot.
An interesting discussion is definitely worth comment.
I do think that you should publish more about this subject, it may not be a taboo matter but generally people don’t talk about these subjects.
To the next! Kind regards!!
I think the admin of this site is in fact working hard in favor of his web site,
since here every information is quality based stuff.
This piece of writing is truly a fastidious one it helps new web viewers, who are
wishing for blogging.
After going over a handful of the blog articles on your blog, I really like
your way of blogging. I book marked it to my bookmark site list and will be checking back in the near future.
Please visit my web site as well and tell me how you feel.
I read this article completely regarding the resemblance of newest and preceding
technologies, it’s awesome article.
I am not sure where you’re getting your info, but great topic.
I needs to spend some time learning much more or understanding more.
Thanks for magnificent information I was looking for this info
for my mission.
Wow, incredible weblog structure! How lengthy have you ever been blogging
for? you made blogging look easy. The entire glance of your web site is
wonderful, as well as the content!
great points altogether, you simply received a new reader.
What may you recommend in regards to your submit that you made some days in the past?
Any sure?
This is my first time go to see at here and i am actually happy to read all at alone place.
Hi there, yeah this paragraph is actually good and I have learned lot
of things from it about blogging. thanks.
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
I’m not sure where you’re getting your information, but good
topic. I needs to spend some time learning more or understanding more.
Thanks for magnificent info I was looking for this information for my mission.
I think this is among the most important info for me.
And i am satisfied reading your article. However want to remark on some basic issues, The website taste
is wonderful, the articles is really excellent : D.
Just right task, cheers
Thanks a lot for sharing this with all folks you really recognise what you’re
speaking approximately! Bookmarked. Kindly additionally discuss with my site
=). We may have a link alternate agreement among us
I’ve been surfing on-line greater than three hours nowadays, yet I by no means discovered any fascinating article like yours.
It is beautiful price enough for me. Personally, if all web owners and bloggers made good content as
you probably did, the web can be a lot more useful than ever before.
WOW just what I was looking for. Came here by searching for
vpn reviews
Thanks for one’s marvelous posting! I truly enjoyed reading it, you
could be a great author. I will be sure to bookmark your blog and will eventually come back sometime soon. I want to encourage you to definitely continue your great writing, have a nice evening!
I always spent my half an hour to read this blog’s posts all the time along with a mug of
coffee.
Hey there! I realize this is somewhat off-topic but I needed to ask.
Does managing a well-established blog such
as yours take a large amount of work? I’m brand new to blogging
however I do write in my journal on a daily basis.
I’d like to start a blog so I can share my own experience and views online.
Please let me know if you have any suggestions
or tips for brand new aspiring bloggers. Thankyou!
Undeniably believe that which you said. Your favorite justification seemed to be
on the internet the easiest thing to be aware
of. I say to you, I definitely get irked while people think
about worries that they just don’t know about. You managed to hit the nail upon the top
and defined out the whole thing without having side effect , people could take a signal.
Will likely be back to get more. Thanks
I think the admin of this web page is in fact working
hard in support of his site, as here every material is quality based information.
Why visitors still make use of to read news papers when in this technological
globe everything is presented on web?
I have been surfing online more than 3 hours today, yet I never
found any interesting article like yours. It’s pretty worth enough for
me. In my opinion, if all site owners and bloggers made good content as you did, the net will be a lot more useful than ever before.
This design is spectacular! You most certainly know how to keep a
reader entertained. Between your wit and your
videos, I was almost moved to start my own blog (well,
almost…HaHa!) Excellent job. I really enjoyed what you had to
say, and more than that, how you presented it. Too cool!
This info is priceless. Where can I find out more?
What’s up, its nice post about media print, we all know
media is a great source of facts.
I think this is one of the most important info for me. And i am glad reading your article.
But should remark on some general things, The site style is wonderful, the articles
is really excellent : D. Good job, cheers
If some one wishes to be updated with most recent technologies afterward he must
be pay a visit this web page and be up to date daily.
I am really loving the theme/design of your website. Do you ever run into any browser compatibility issues?
A small number of my blog visitors have complained about my blog not operating
correctly in Explorer but looks great in Opera.
Do you have any ideas to help fix this problem?
Hi there! I just wanted to ask if you ever have any trouble with hackers?
My last blog (wordpress) was hacked and I ended up losing a few months of hard work
due to no back up. Do you have any solutions to stop hackers?
It’s in fact very complex in this active life to listen news on Television, thus I
only use world wide web for that purpose, and take the newest
news.
Does your website have a contact page? I’m having
problems locating it but, I’d like to send you an e-mail.
I’ve got some ideas for your blog you might be interested
in hearing. Either way, great website and I look forward to seeing it expand over time.
Nice response in return of this query with solid arguments and explaining the
whole thing on the topic of that.
Hi there, just wanted to mention, I enjoyed this post. It was helpful.
Keep on posting!
Hi! Someone in my Myspace group shared this site with us so
I came to give it a look. I’m definitely enjoying the
information. I’m book-marking and will be tweeting this to my
followers! Terrific blog and fantastic design.
I have been browsing online more than 4 hours today, yet I
never found any interesting article like yours. It is pretty worth enough for me.
Personally, if all webmasters and bloggers made good content as you did, the web will be much more useful than ever before.
Hurrah, that’s what I was searching for, what a information! present
here at this web site, thanks admin of this site.
Greate pieces. Keep posting such kind of information on your site.
Im really impressed by it.
Hi there, You have performed a fantastic job. I’ll definitely digg it and in my view suggest to my friends.
I am confident they’ll be benefited from this website.
Hey there! I realize this is kind of off-topic but I had to ask.
Does building a well-established website such as yours require a large amount of work?
I am brand new to running a blog however I
do write in my journal daily. I’d like to start a blog so I
will be able to share my experience and views online.
Please let me know if you have any ideas or tips for new aspiring bloggers.
Appreciate it!
This is really interesting, You’re a very skilled blogger.
I’ve joined your feed and look forward to seeking
more of your great post. Also, I have shared your web site in my social networks!
Nice post. I was checking continuously this blog and I am impressed!
Very helpful info specifically the last part 🙂 I care for such info much.
I was seeking this certain info for a long time.
Thank you and best of luck.
Howdy! This is kind of off topic but I need some advice from an established
blog. Is it tough to set up your own blog? I’m not very techincal but I can figure things out
pretty quick. I’m thinking about creating my own but I’m not sure where to begin. Do you have any ideas or suggestions?
With thanks
After looking into a number of the articles on your blog, I truly like your way of writing a
blog. I saved it to my bookmark site list and will
be checking back soon. Take a look at my web site as well and
let me know how you feel.