{"id":18357,"date":"2022-12-28T09:38:45","date_gmt":"2022-12-28T08:38:45","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=18357"},"modified":"2023-01-03T07:37:56","modified_gmt":"2023-01-03T06:37:56","slug":"greenwashing-ist-das-nur-gruenfaerberei","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/sustainability\/2022-12-28\/greenwashing-ist-das-nur-gruenfaerberei\/","title":{"rendered":"Greenwashing - n'est-ce que de la teinture verte ?"},"content":{"rendered":"<figure id=\"attachment_18358\" class=\"wp-caption alignnone\" style=\"width: 680px;\" aria-describedby=\"caption-attachment-18358\"><img class=\"size-full wp-image-18358\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2022\/12\/Greenwashing-ist-das-nur-Gruenfaerberei_Organisator.jpg\" sizes=\"(max-width: 680px) 100vw, 680px\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2022\/12\/Greenwashing-ist-das-nur-Gruenfaerberei_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2022\/12\/Greenwashing-ist-das-nur-Gruenfaerberei_Organisator-18x12.jpg 18w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2022\/12\/Greenwashing-ist-das-nur-Gruenfaerberei_Organisator-375x250.jpg 375w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2022\/12\/Greenwashing-ist-das-nur-Gruenfaerberei_Organisator-524x350.jpg 524w\" alt=\"\" width=\"680\" height=\"454\" \/><figcaption id=\"caption-attachment-18358\" class=\"wp-caption-text\">Susanne Winkler, directrice de fili\u00e8re \u00e0 la HWZ, sp\u00e9cialis\u00e9e dans les domaines du controlling et de la durabilit\u00e9, s'exprime de mani\u00e8re pointue sur le th\u00e8me du greenwashing. (Photo : HWZ)<\/figcaption><\/figure>\r\nLes discussions sur l'impact de l'\u00e9coblanchiment ont pris de l'ampleur ces derni\u00e8res semaines. Alors que la neutralit\u00e9 climatique de la Coupe du monde de football au Qatar, communiqu\u00e9e par la FIFA, fait l'objet d'un vif d\u00e9bat, le Conseil f\u00e9d\u00e9ral a publi\u00e9 son point de vue sur la pr\u00e9vention du greenwashing dans le secteur financier.\r\n<h3><strong>Qu'est-ce que l'\u00e9coblanchiment au juste ?<\/strong><\/h3>\r\nD\u00e8s la d\u00e9finition du terme, les diff\u00e9rents points de vue et approches divergent largement quant \u00e0 l'importance du greenwashing au-del\u00e0 des mesures efficaces de RP et de marketing.\r\n\r\nLe Conseil f\u00e9d\u00e9ral part du principe qu'il y a \u00e9coblanchiment dans le secteur financier notamment lorsqu'il y a une apparence trompeuse selon laquelle un service ou un instrument financier a des propri\u00e9t\u00e9s durables ou poursuit des objectifs de durabilit\u00e9, ce qui ne correspond pas \u00e0 la r\u00e9alit\u00e9 des faits. La question se pose de savoir quand quelque chose ne correspond plus \u00e0 la r\u00e9alit\u00e9 et comment la durabilit\u00e9 est d\u00e9finie dans ce contexte.\r\n\r\nDans l'espace de l'UE, on entend par \u00e9coblanchiment uniquement les affirmations fausses ou trompeuses dans le domaine du respect de l'environnement. Les communications ambigu\u00ebs sur la compatibilit\u00e9 sociale des proc\u00e9d\u00e9s et des technologies sont qualifi\u00e9es de bluewashing. Le terme \"Blue\" fait d\u00e9lib\u00e9r\u00e9ment allusion \u00e0 la couleur de l'ONU en tant qu'organisation humanitaire.\r\n<h3><strong>Que dois-je faire en tant qu'entreprise si je ne veux pas laver ni vert ni bleu ? <\/strong><\/h3>\r\nLes consommateurs ne sont pas les seuls \u00e0 \u00eatre d\u00e9stabilis\u00e9s par les incertitudes ou le manque effectif de r\u00e9glementation dans le domaine de la durabilit\u00e9. Les entreprises sont tout autant concern\u00e9es. La clart\u00e9 juridique doit \u00eatre cr\u00e9\u00e9e afin de pouvoir contrer pr\u00e9ventivement l'un ou l'autre greenwashing. Important : le contraire du bien n'est pas ici le mal, mais plut\u00f4t une question de croyance. Dans ce contexte, cela signifie que je suppose que quelque chose est durable alors que ce n'est pas le cas dans les faits. La transparence et l'information sont n\u00e9cessaires.\r\n<h3><strong>Que signifie \"green-hushing\" ?<\/strong><\/h3>\r\nUn ph\u00e9nom\u00e8ne visible dans le contexte de l'uniformisation g\u00e9n\u00e9rale en mati\u00e8re de durabilit\u00e9 est ce que l'on appelle le green-hushing : je fais de bonnes choses et je n'en parle pas (ou plus). Une \u00e9tude men\u00e9e en octobre 2022 par South Pole, leader mondial dans le d\u00e9veloppement de projets et de solutions de protection climatique, montre que plus d'un tiers des entreprises de l'Allemagne, de l'Autriche et de la Suisse qui se sont fix\u00e9 des objectifs de r\u00e9duction bas\u00e9s sur la science ne veulent pas ou plus les communiquer publiquement. Quatorze grandes entreprises suisses ont \u00e9galement particip\u00e9 \u00e0 cette enqu\u00eate. On ne peut que sp\u00e9culer sur les raisons de cette absence de communication. On peut supposer que les entreprises consid\u00e8rent que le risque pour leur r\u00e9putation d'une communication trop ambitieuse est plus \u00e9lev\u00e9 que le gain \u00e9ventuel qui r\u00e9sulterait de la publication des objectifs de r\u00e9duction. Le fait est que ce silence strat\u00e9gique fait perdre \u00e0 l'\u00e9conomie des mod\u00e8les importants qui, avec leur message de marque innovant, pourraient servir de r\u00e9f\u00e9rence pour d'autres entreprises et produits.\r\n<h3>Des r\u00e9glementations claires contre le greenwashing<\/h3>\r\nDes directives claires sur ce que l'on entend par durabilit\u00e9 en Suisse et sur la mani\u00e8re de communiquer \u00e0 ce sujet permettraient de poser des limites pr\u00e9ventives au greenwashing et au green-hushing. Il est bien s\u00fbr vrai que les r\u00e9glementations ne transforment pas automatiquement le greenwasher ou le bluewasher en pionnier de l'\u00e9cologie. Mais les cons\u00e9quences juridiques du choix d'un mauvais cycle de lavage sont claires. On peut supposer que cela inciterait les grandes f\u00e9d\u00e9rations, comme la FIFA entre autres, \u00e0 faire preuve d'une plus grande prudence dans leur communication.\r\n\r\nIl n'est pas souhaitable de mettre en place un ensemble de r\u00e8gles surdimensionn\u00e9es, comme c'est le cas dans l'UE. Il s'agit plut\u00f4t d'un \"Swiss Finish\" pragmatique, qui a fait ses preuves depuis des ann\u00e9es dans de nombreux domaines.\r\n\r\n<em><strong>Auteur\r\n<\/strong>Susanne Winkler est \u00e0 la <a href=\"http:\/\/www.fh-hwz.ch\/\">HWZ<\/a> Conseill\u00e8re sp\u00e9cialis\u00e9e, responsable de fili\u00e8re et charg\u00e9e de cours dans les domaines de la comptabilit\u00e9, du contr\u00f4le de gestion et du d\u00e9veloppement durable. Apr\u00e8s avoir obtenu un master \u00e0 l'universit\u00e9 de B\u00e2le, avec une sp\u00e9cialisation en banque, finance et contr\u00f4le de gestion, elle a acquis une exp\u00e9rience pertinente dans le domaine de l'audit et du conseil r\u00e9glementaire au sein d'un des quatre grands cabinets d'audit.<\/em>\r\n\r\nLe post <a href=\"https:\/\/www.organisator.ch\/de\/sustainability\/2022-12-28\/greenwashing-ist-das-nur-gruenfaerberei\/\" rel=\"nofollow\">Greenwashing - n'est-ce que de la teinture verte ?<\/a> appeared first on <a href=\"https:\/\/www.organisator.ch\/de\" rel=\"nofollow\">Organisateur<\/a>.","protected":false},"excerpt":{"rendered":"<p>Diskussionen rund um die Wirkung von Greenwashing haben in den letzten Wochen weiter an Fahrt gewonnen. W\u00e4hrend die von der FIFA kommunizierte Klimaneutralit\u00e4t der Fussball-WM in Katar heiss diskutiert wird, hat der Bundesrat seinen Standpunkt bez\u00fcglich Greenwashing-Pr\u00e4vention im Finanzsektor publiziert. Was ist Greenwashing \u00fcberhaupt? Bereits bei der Begriffsdefinition gehen die unterschiedlichen Ansichten und Ans\u00e4tze weit [\u2026]<\/p>\n<p>The post <a rel=\"nofollow\" href=\"https:\/\/www.organisator.ch\/de\/sustainability\/2022-12-28\/greenwashing-ist-das-nur-gruenfaerberei\/\">Greenwashing \u2013 ist das nur Gr\u00fcnf\u00e4rberei?<\/a> appeared first on <a rel=\"nofollow\" href=\"https:\/\/www.organisator.ch\/de\">Organisator<\/a>.<\/p>\n","protected":false},"author":4,"featured_media":18358,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Greenwashing","_yoast_wpseo_metadesc":"Im vorliegenden Gastbeitrag werden die vielf\u00e4ltigen Themenfelder rund um das Greenwashing und m\u00f6gliche Regulatorien dagegen beleuchtet.","articlekey":"","footnotes":""},"categories":[580],"tags":[307,339,358,531],"class_list":["post-18357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","tag-kommentar","tag-marketing","tag-nachhaltige-wirtschaft","tag-wirtschaftspolitik"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Greenwashing \u2013 ist das nur Gr\u00fcnf\u00e4rberei? 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