{"id":2163,"date":"2021-06-11T08:04:47","date_gmt":"2021-06-11T08:04:47","guid":{"rendered":"https:\/\/ficha.fr\/?p=2163"},"modified":"2021-10-14T10:50:27","modified_gmt":"2021-10-14T10:50:27","slug":"greenwashing-comment-le-reperer-et-leviter","status":"publish","type":"post","link":"https:\/\/ficha.fr\/en\/greenwashing-comment-le-reperer-et-leviter","title":{"rendered":"Greenwashing: how to spot and avoid it?"},"content":{"rendered":"<p>But why do it? ... Honestly, no idea! The goal is to sell according to the market trend. However, be careful with the brand when the consumer realizes that it is indeed greenwashing, that it is snake oil as they say.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\"><strong>7 ways to recognize greenwashing:&nbsp;<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Hidden compromise: or the lack of data. When an organization, whether it is a brand, a government or a company, only talks about one \u201csustainable\u201d aspect of their actions, you have to be careful! Most of the time, there are significant environmental problems that they can cause. For example, when a brand tells you about an electronic device with low energy consumption, but forgets to specify that it is made with materials that are dangerous for the planet, it smells bad!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Lack of evidence: These are claims that cannot be verified. For example, textiles made from plastics collected in the Mediterranean may be true, but we have no proof of this. We are also fans of pretty phrases, but they are even more beautiful when they are accompanied by figures and proof of these processes!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Vagueness: poorly explained or very broad concepts that lead to confusion. As mercury is &quot;natural&quot;, yes, but it is not necessarily good for health.\u00a0<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Fake labels: certifications that don&#039;t exist. We think of the &quot;Cruelty Free&quot; label. Very often, brands draw rabbits in their packaging to make us believe that they do not test on animals. However, most continue to do so. Fortunately, associations like <a href=\"https:\/\/www.cosmebio.org\/fr\/nos-dossiers\/2018-07-comparatif-labels-vegan-cruelty-free-cosmetiques\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cosmebio makes comparisons<\/a> of this type of labels. (At the end of the article, you will find a very practical tool to find even more labels).<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Irrelevance: These are cases where real information is given, but is not relevant. For example, the fact that an aerosol does not contain CFCs (one of the contributors to the greenhouse effect) is irrelevant, because its use is prohibited. It is like a person bragging about picking up his dog Taco&#039;s poop in the park, when it is his obligation to do so!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The lesser evil: this is the rule of \u201cleast bad\u201d. Biodegradable products or products made with recycled plastic are a clear example. They distract us from the real problem of disposable products.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Lying: There&#039;s no real need to explain it, right? Some organizations communicate about actions that weren&#039;t carried out and environmental policies that are completely false.<\/li><\/ul>\n\n\n\n<h3 class=\"has-normal-font-size wp-block-heading\"><strong>What is the difference with green marketing?<\/strong><\/h3>\n\n\n\n<p>However, it is necessary to clarify the difference between greenwashing and green marketing. The latter promotes services and products that are truly based on environmental factors and interests. The difference? The facts. Brands that do green marketing have a profitable marketing mix (product, price, distribution policy and promotion) with low environmental impacts.<\/p>\n\n\n\n<p>Here are some examples of green marketing:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.patagonia.ca\/our-footprint\/\" target=\"_blank\" rel=\"noreferrer noopener\">Patagonia<\/a>, which has implemented truly eco-responsible practices. Beyond advertisements with green everywhere, they show with figures how they create clothes with a lower environmental impact. &nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.zeta-shoes.com\/pages\/notre-engagement\" target=\"_blank\" rel=\"noreferrer noopener\">Zeta<\/a>. They have transparent communication focused on facts and showing their processes. Very accurate as an example of this type of marketing. Again, there is no green, but facts.<\/li><\/ul>\n\n\n\n<h4 class=\"has-normal-font-size wp-block-heading\"><strong>How to avoid greenwashing?<\/strong><\/h4>\n\n\n\n<p>We love labels! Soon the label \u201cWith \u2026 it\u2019s not done!\u201d, who knows? ADEME proposes a <a href=\"https:\/\/agirpourlatransition.ademe.fr\/particuliers\/labels-environnementaux\" target=\"_blank\" rel=\"noreferrer noopener\">list with almost 100 labels<\/a> depending on the type of product you choose!<\/p>\n\n\n\n<p>There will inevitably be more detailed information taking into account areas such as energy, greenhouse gas emissions, working conditions, water and air quality, among others. But the fact that a brand offers products or services that are truly committed to the environment on the one hand does not mean that it does not cause environmental disasters on the other. \u201cit&#039;s all about truth\u201d, so do not hesitate to find out about brands before buying their products.<\/p>\n\n\n\n<p>Do you know other brands that do green marketing? Tell us!<\/p>\n\n\n\n<p>Don&#039;t hesitate to read our latest articles <a href=\"https:\/\/ficha.biz\/blog\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n\n\n\n<p>Follow us on our social networks and join the fichamif!<\/p>\n\n\n\n<ul class=\"wp-block-social-links aligncenter is-style-default is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-instagram  wp-block-social-link\"><a href=\"https:\/\/www.instagram.com\/fichacpasfichu\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewbox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12,4.622c2.403,0,2.688,0.009,3.637,0.052c0.877,0.04,1.354,0.187,1.671,0.31c0.42,0.163,0.72,0.358,1.035,0.673 c0.315,0.315,0.51,0.615,0.673,1.035c0.123,0.317,0.27,0.794,0.31,1.671c0.043,0.949,0.052,1.234,0.052,3.637 s-0.009,2.688-0.052,3.637c-0.04,0.877-0.187,1.354-0.31,1.671c-0.163,0.42-0.358,0.72-0.673,1.035 c-0.315,0.315-0.615,0.51-1.035,0.673c-0.317,0.123-0.794,0.27-1.671,0.31c-0.949,0.043-1.233,0.052-3.637,0.052 s-2.688-0.009-3.637-0.052c-0.877-0.04-1.354-0.187-1.671-0.31c-0.42-0.163-0.72-0.358-1.035-0.673 c-0.315-0.315-0.51-0.615-0.673-1.035c-0.123-0.317-0.27-0.794-0.31-1.671C4.631,14.688,4.622,14.403,4.622,12 s0.009-2.688,0.052-3.637c0.04-0.877,0.187-1.354,0.31-1.671c0.163-0.42,0.358-0.72,0.673-1.035 c0.315-0.315,0.615-0.51,1.035-0.673c0.317-0.123,0.794-0.27,1.671-0.31C9.312,4.631,9.597,4.622,12,4.622 M12,3 C9.556,3,9.249,3.01,8.289,3.054C7.331,3.098,6.677,3.25,6.105,3.472C5.513,3.702,5.011,4.01,4.511,4.511 c-0.5,0.5-0.808,1.002-1.038,1.594C3.25,6.677,3.098,7.331,3.054,8.289C3.01,9.249,3,9.556,3,12c0,2.444,0.01,2.751,0.054,3.711 c0.044,0.958,0.196,1.612,0.418,2.185c0.23,0.592,0.538,1.094,1.038,1.594c0.5,0.5,1.002,0.808,1.594,1.038 c0.572,0.222,1.227,0.375,2.185,0.418C9.249,20.99,9.556,21,12,21s2.751-0.01,3.711-0.054c0.958-0.044,1.612-0.196,2.185-0.418 c0.592-0.23,1.094-0.538,1.594-1.038c0.5-0.5,0.808-1.002,1.038-1.594c0.222-0.572,0.375-1.227,0.418-2.185 C20.99,14.751,21,14.444,21,12s-0.01-2.751-0.054-3.711c-0.044-0.958-0.196-1.612-0.418-2.185c-0.23-0.592-0.538-1.094-1.038-1.594 c-0.5-0.5-1.002-0.808-1.594-1.038c-0.572-0.222-1.227-0.375-2.185-0.418C14.751,3.01,14.444,3,12,3L12,3z M12,7.378 c-2.552,0-4.622,2.069-4.622,4.622S9.448,16.622,12,16.622s4.622-2.069,4.622-4.622S14.552,7.378,12,7.378z M12,15 c-1.657,0-3-1.343-3-3s1.343-3,3-3s3,1.343,3,3S13.657,15,12,15z M16.804,6.116c-0.596,0-1.08,0.484-1.08,1.08 s0.484,1.08,1.08,1.08c0.596,0,1.08-0.484,1.08-1.08S17.401,6.116,16.804,6.116z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Instagram<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-facebook  wp-block-social-link\"><a href=\"https:\/\/www.facebook.com\/Fichacpasfichu\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewbox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12 2C6.5 2 2 6.5 2 12c0 5 3.7 9.1 8.4 9.9v-7H7.9V12h2.5V9.8c0-2.5 1.5-3.9 3.8-3.9 1.1 0 2.2.2 2.2.2v2.5h-1.3c-1.2 0-1.6.8-1.6 1.6V12h2.8l-.4 2.9h-2.3v7C18.3 21.1 22 17 22 12c0-5.5-4.5-10-10-10z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Facebook<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/company\/ficha\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewbox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>","protected":false},"excerpt":{"rendered":"<p>What is greenwashing? It is investing more time and money in the appearance of a \u201cgreen\u201d organization rather than having a real environmental commitment. In other words, it is the attempt to make people believe that certain products or strategies are sustainable when they are not. <\/p>","protected":false},"author":1,"featured_media":2165,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[12],"tags":[75,63,74,73,39,62,71,72],"class_list":["post-2163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-ficha","tag-climate-change","tag-co2","tag-consommer-mieux","tag-ecoblanchiment","tag-empreinte-de-carbone","tag-environnement","tag-greenwashing","tag-labels"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Greenwashing : comment le rep\u00e9rer et l\u2019\u00e9viter ? - Ficha<\/title>\n<meta name=\"description\" content=\"Greenwashing : la tentative de faire croire que certains produits ou strat\u00e9gies sont durables alors qu&#039;ils ne le sont pas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ficha.fr\/en\/greenwashing-comment-le-reperer-et-leviter\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing : comment le rep\u00e9rer et l\u2019\u00e9viter ?\" \/>\n<meta property=\"og:description\" content=\"Greenwashing : la tentative de faire croire que certains produits ou strat\u00e9gies sont durables alors qu&#039;ils ne le sont pas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ficha.fr\/en\/greenwashing-comment-le-reperer-et-leviter\/\" \/>\n<meta property=\"og:site_name\" content=\"Ficha\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-11T08:04:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-14T10:50:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ficha.fr\/wp-content\/uploads\/2021\/06\/Greenwashing-Facebook.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ficha\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ficha\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter#article\",\"isPartOf\":{\"@id\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter\"},\"author\":{\"name\":\"Ficha\",\"@id\":\"https:\/\/ficha.fr\/#\/schema\/person\/694a00679b2c7b941218a3cda94b37a0\"},\"headline\":\"Greenwashing : comment le rep\u00e9rer et l\u2019\u00e9viter ?\",\"datePublished\":\"2021-06-11T08:04:47+00:00\",\"dateModified\":\"2021-10-14T10:50:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter\"},\"wordCount\":796,\"publisher\":{\"@id\":\"https:\/\/ficha.fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ficha.fr\/wp-content\/uploads\/2021\/06\/Mise-en-avant-Blog-12-Greenwashing.png\",\"keywords\":[\"Climate Change\",\"CO2\",\"Consommer Mieux\",\"\u00e9coblanchiment\",\"Empreinte de carbone\",\"Environnement\",\"Greenwashing\",\"Labels\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter\",\"url\":\"https:\/\/ficha.fr\/greenwashing-comment-le-reperer-et-leviter\",\"name\":\"Greenwashing : comment le rep\u00e9rer et l\u2019\u00e9viter ? 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