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
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