{"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\/es\/greenwashing-comment-le-reperer-et-leviter","title":{"rendered":"Greenwashing: \u00bfc\u00f3mo detectarlo y evitarlo?"},"content":{"rendered":"<p>\u00bfPero por qu\u00e9 hacerlo?\u2026 \u00a1La verdad es que ni idea! El objetivo es vender seg\u00fan la tendencia del mercado. Sin embargo, hay que prestar atenci\u00f3n a la marca cuando el consumidor se da cuenta de que efectivamente es un greenwashing, que es polvo de perlimpinpin como dicen.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\"><strong>7 formas de reconocer el lavado verde:&nbsp;<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Compromiso oculto: o falta de datos. Cuando una organizaci\u00f3n, ya sea una marca, un gobierno o una empresa s\u00f3lo habla de un aspecto \u201csostenible\u201d de sus acciones, \u00a1hay que tener cuidado! La mayor\u00eda de las veces existen importantes problemas ambientales que pueden causar. Por ejemplo, cuando una marca te habla de un dispositivo electr\u00f3nico de bajo consumo energ\u00e9tico, pero no especifica que est\u00e1 fabricado con materiales peligrosos para el planeta, \u00a1no huele bien!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Falta de evidencia: Son afirmaciones que no se pueden verificar. Por ejemplo, los textiles fabricados con pl\u00e1sticos recogidos en el Mediterr\u00e1neo pueden ser reales, pero no tenemos pruebas. Nosotros tambi\u00e9n somos fan\u00e1ticos de las frases bonitas, \u00a1pero son a\u00fan m\u00e1s bellas cuando van acompa\u00f1adas de figuras y pruebas de estos procesos!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Vaguedad: conceptos mal explicados o muy amplios que inducen a confusi\u00f3n. Como el mercurio es \u201cnatural\u201d, s\u00ed, pero no necesariamente es bueno para la salud.\u00a0<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Etiquetas falsas: certificaciones que no existen. Pensamos en la etiqueta \u201cCruelty Free\u201d. Muy a menudo las marcas dibujan conejos en sus envases para hacernos creer que no realizan pruebas en animales. Sin embargo, la mayor\u00eda contin\u00faa haci\u00e9ndolo. Afortunadamente, asociaciones como <a href=\"https:\/\/www.cosmebio.org\/fr\/nos-dossiers\/2018-07-comparatif-labels-vegan-cruelty-free-cosmetiques\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cosmebio hace comparaciones<\/a> de este tipo de etiquetas. (Al final del art\u00edculo encontrar\u00e1s una herramienta muy pr\u00e1ctica para encontrar a\u00fan m\u00e1s etiquetas).<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Irrelevancia: Son casos en los que se da informaci\u00f3n real, pero no es relevante. Por ejemplo, el hecho de que un aerosol no contenga CFC (uno de los contribuyentes al efecto invernadero) es irrelevante, porque su uso est\u00e1 prohibido. Es como una persona que se jacta de recoger la caca de su perro Taco en el parque, \u00a1cuando es su obligaci\u00f3n hacerlo!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>El mal menor: esta es la regla del \u201cmal menor\u201d. Los productos biodegradables o productos elaborados con pl\u00e1stico reciclado son un claro ejemplo de ello. Nos distraen del verdadero problema de los productos desechables.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Mentir: No hay necesidad real de explicarlo, \u00bfverdad? Algunas organizaciones comunican acciones que no se han llevado a cabo y pol\u00edticas ambientales completamente falsas.<\/li><\/ul>\n\n\n\n<h3 class=\"has-normal-font-size wp-block-heading\"><strong>\u00bfCu\u00e1l es la diferencia con el marketing verde?<\/strong><\/h3>\n\n\n\n<p>Sin embargo, es necesario aclarar la diferencia entre greenwashing y green marketing. Este \u00faltimo promueve servicios y productos verdaderamente basados en factores e intereses ambientales. \u00bfLa diferencia? Los hechos. Las marcas que se involucran en marketing verde tienen una combinaci\u00f3n de marketing (producto, precio, pol\u00edtica de distribuci\u00f3n y promoci\u00f3n) que es rentable y tiene bajo impacto ambiental.<\/p>\n\n\n\n<p>A continuaci\u00f3n se muestran algunos ejemplos de marketing ecol\u00f3gico:<\/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>, que ha implementado pr\u00e1cticas verdaderamente eco-responsables. M\u00e1s all\u00e1 de publicidad con verde por todos lados, muestran con cifras c\u00f3mo crean prendas con menor impacto ambiental. &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>. Tienen una comunicaci\u00f3n transparente y basada en hechos que muestra sus procesos. Muy justo como ejemplo de este tipo de marketing. Una vez m\u00e1s, no hay verde, sino hechos.<\/li><\/ul>\n\n\n\n<h4 class=\"has-normal-font-size wp-block-heading\"><strong>\u00bfC\u00f3mo evitar el lavado verde?<\/strong><\/h4>\n\n\n\n<p>\u00a1Nos encantan las etiquetas! Pronto aparecer\u00e1 la etiqueta \u201cCon\u2026 \u00a1no se acaba! \u201d, \u00bfqui\u00e9n sabe? ADEME ofrece una <a href=\"https:\/\/agirpourlatransition.ademe.fr\/particuliers\/labels-environnementaux\" target=\"_blank\" rel=\"noreferrer noopener\">lista con casi 100 etiquetas<\/a> dependiendo del tipo de producto que elijas!<\/p>\n\n\n\n<p>Seguramente habr\u00e1 informaci\u00f3n m\u00e1s detallada teniendo en cuenta \u00e1reas como la energ\u00eda, las emisiones de gases de efecto invernadero, las condiciones laborales, la calidad del agua y del aire, entre otras. Pero el hecho de que una marca ofrezca productos o servicios verdaderamente comprometidos con el medio ambiente por un lado no significa que no provoque desastres medioambientales por el otro. \u201cTodo es cuesti\u00f3n de verdad\u201d, as\u00ed que no dudes en informarte sobre las marcas antes de comprar sus productos.<\/p>\n\n\n\n<p>\u00bfConoce otras marcas que hagan marketing ecol\u00f3gico? \u00a1Cu\u00e9ntanos!<\/p>\n\n\n\n<p>No dudes en leer nuestros \u00faltimos art\u00edculos. <a href=\"https:\/\/ficha.biz\/blog\" target=\"_blank\" rel=\"noreferrer noopener\">aqu\u00ed<\/a>.<\/p>\n\n\n\n<p>\u00a1S\u00edguenos en nuestras redes sociales y s\u00famate al 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>\u00bfQu\u00e9 es el lavado verde? Significa invertir m\u00e1s tiempo y dinero en parecer una organizaci\u00f3n \u201cverde\u201d en lugar de tener un compromiso ambiental real. En otras palabras, es el intento de hacer creer a la gente que determinados productos o estrategias son sostenibles cuando no lo son. <\/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 ? 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