{"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\/it\/sustainability\/2022-12-28\/greenwashing-ist-das-nur-gruenfaerberei\/","title":{"rendered":"Greenwashing: \u00e8 solo greenwashing?"},"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, responsabile degli studi presso l'HWZ, con particolare attenzione al controlling e alla sostenibilit\u00e0, fa un'affermazione precisa sul tema del greenwashing. (Immagine: HWZ)<\/figcaption><\/figure>\r\nIl dibattito sull'impatto del greenwashing ha preso ulteriore slancio nelle ultime settimane. Mentre si discute sulla neutralit\u00e0 climatica della Coppa del Mondo FIFA in Qatar, il Consiglio federale ha pubblicato la sua posizione sulla prevenzione del greenwashing nel settore finanziario.\r\n<h3><strong>Che cos'\u00e8 il greenwashing?<\/strong><\/h3>\r\nGi\u00e0 nella definizione del termine, i diversi punti di vista e approcci divergono ampiamente sul significato di greenwashing al di l\u00e0 di efficaci misure di PR e marketing.\r\n\r\nIl Consiglio federale parte dal presupposto che il greenwashing nel settore finanziario si verifica quando si d\u00e0 l'impressione ingannevole che un servizio o uno strumento finanziario abbia caratteristiche sostenibili o persegua obiettivi di sostenibilit\u00e0, cosa che in realt\u00e0 non corrisponde alla situazione di fatto. La domanda sorge spontanea: quando qualcosa non corrisponde pi\u00f9 alla situazione di fatto e come si definisce la sostenibilit\u00e0 in questo contesto?\r\n\r\nNell'area dell'UE, per greenwashing si intendono solo le affermazioni false o fuorvianti in materia di rispetto dell'ambiente. Le comunicazioni fuorvianti sulla compatibilit\u00e0 sociale di processi e tecnologie sono definite bluewashing. In questo caso, il \"blu\" allude deliberatamente al colore dell'ONU come organizzazione umanitaria.\r\n<h3><strong>Cosa devo fare come azienda se non voglio lavare il verde o il blu? <\/strong><\/h3>\r\nLe incertezze o l'effettiva mancanza di normative esistenti in materia di sostenibilit\u00e0 non turbano solo i consumatori. Anche le aziende sono interessate. \u00c8 necessario creare chiarezza giuridica per poter contrastare il greenwashing in modo preventivo. Importante: il contrario di bene non \u00e8 qui il male, ma piuttosto una questione di fede. In questo contesto, significa che do per scontato che qualcosa sia sostenibile anche se non \u00e8 effettivamente vero. Sono necessarie trasparenza ed educazione.\r\n<h3><strong>Che cosa significa \"green-hushing\"?<\/strong><\/h3>\r\nUn fenomeno che sta diventando visibile nel contesto della generale versificazione in materia di sostenibilit\u00e0 \u00e8 il cosiddetto green-hushing: faccio del bene e non ne parlo (pi\u00f9). Uno studio condotto nell'ottobre 2022 da South Pole, leader mondiale nello sviluppo di progetti e soluzioni per la protezione del clima, mostra che pi\u00f9 di un terzo delle aziende del DACH che si sono poste obiettivi di riduzione basati su dati scientifici non vogliono comunicarli pubblicamente o non lo fanno pi\u00f9. Anche quattordici grandi aziende svizzere hanno fatto parte di questo studio. Possiamo solo ipotizzare le ragioni di questa mancanza di comunicazione. \u00c8 ragionevole supporre che le aziende considerino il rischio reputazionale di una comunicazione troppo ambiziosa superiore al possibile guadagno che si otterrebbe annunciando gli obiettivi di riduzione. Il fatto \u00e8 che questo silenzio strategico fa s\u00ec che l'economia perda importanti modelli di ruolo che, con il loro messaggio di marca innovativo, potrebbero essere un riferimento di tendenza per altre aziende e prodotti.\r\n<h3>Regole chiare contro il greenwashing<\/h3>\r\nLinee guida chiare su cosa si intende per sostenibilit\u00e0 in Svizzera e su come deve essere comunicata porrebbero limiti preventivi al greenwashing e al green-hushing. Naturalmente, \u00e8 vero che il green o il bluewasher non si trasforma automaticamente in un pioniere dell'ecologia grazie alle normative. Tuttavia, le conseguenze legali della scelta di un processo di lavaggio sbagliato sarebbero evidenti. Si pu\u00f2 ipotizzare che questo incoraggi le grandi associazioni, come la FIFA, a essere pi\u00f9 attente nella loro comunicazione.\r\n\r\nCi\u00f2 che \u00e8 auspicabile non \u00e8 un insieme di regole sovradimensionate, come quelle applicate nell'UE. \u00c8 necessario piuttosto un pragmatico \"Swiss Finish\", che negli anni ha dato prova di s\u00e9 in molti settori.\r\n\r\n<em><strong>Autore\r\n<\/strong>Susanne Winkler \u00e8 al <a href=\"http:\/\/www.fh-hwz.ch\/\">HWZ<\/a> Specialista, direttore di corsi e docente nei settori della contabilit\u00e0, del controlling e della sostenibilit\u00e0. Dopo aver conseguito un Master presso l'Universit\u00e0 di Basilea con indirizzo bancario, finanziario e di controlling, ha maturato un'importante esperienza nel campo della revisione contabile e della consulenza normativa presso una delle Big Four.<\/em>\r\n\r\nIl post <a href=\"https:\/\/www.organisator.ch\/de\/sustainability\/2022-12-28\/greenwashing-ist-das-nur-gruenfaerberei\/\" rel=\"nofollow\">Greenwashing: \u00e8 solo greenwashing?<\/a> \u00e8 apparso per la prima volta su <a href=\"https:\/\/www.organisator.ch\/de\" rel=\"nofollow\">Organizzatore<\/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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Der ORGANISATOR bereitet in 10 Ausgaben pro Jahr die wesentlichen Themen f\u00fcr F\u00fchrungskr\u00e4fte von KMU auf.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.organisator.ch\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\",\"name\":\"Organisator\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Logo_Organisator_Website.png\",\"contentUrl\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Logo_Organisator_Website.png\",\"width\":800,\"height\":77,\"caption\":\"Organisator\"},\"image\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/OrganisatorFachmagazin\",\"https:\\\/\\\/www.linkedin.com\\\/showcase\\\/organisator-das-magazin-fr-kmu\",\"https:\\\/\\\/www.xing.com\\\/news\\\/pages\\\/organisator-ch-695\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCGP2Sq0iWaZwT3BdIAQFYpw\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/person\\\/6f650f90b2842cd4c0cc334b4e36f67e\",\"name\":\"thomas.berner\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ac5001d2a36cb6c6cd3e50789007ffca834b477b74a2144564522e944eabff61?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ac5001d2a36cb6c6cd3e50789007ffca834b477b74a2144564522e944eabff61?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ac5001d2a36cb6c6cd3e50789007ffca834b477b74a2144564522e944eabff61?s=96&d=mm&r=g\",\"caption\":\"thomas.berner\"},\"url\":\"https:\\\/\\\/www.organisator.ch\\\/it\\\/author\\\/thomas-berner\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Greenwashing: \u00e8 solo greenwashing? 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