Greenwashing: too green to be honest?

[Remundo]

Citro, it is a true vocation of professor, to repeat again and again always with the same softness and precision

[I Citro]

citro, I admire your tenacity, I'm tired of saying the same things over and over again.

Well repeat, this is the creed of parents, teachers (I'm not one), and webmasters.

[Christophe]

and webmasters.

Ah it reassures me then!

Good for my little listing I obviously forgot the:

Beware if:

c) The contact number is an overcharged number (08 2X ...)

[Woodcutter]

Finally a reaction from the "authorities"?

http://www.cartech.fr/news/publicite-ve ... tor=EPR-13

[Christophe]

Ah, good news.

It is not too early, already that they have stifled their condemnation to Europe for the affair of "CO2 / km" written too small ...

[Christophe]

Found on http://www.influencia.net/fr/archives/e ... ctu_id=449

GREEN MARKETING: COMPANIES LACKING CREDIBILITY ...

Paradoxical: according to the recent study by Quintess, the French are sensitive but mistrustful of the declared commitments of companies on the environment

While the Copenhagen conference is actively preparing and the films “Home” and “The Titanic syndrome” have been full, Quintess, specialized in relationship marketing, wonders about the influence of the environmental discourse of companies on the French . Entitled "State of play and perspectives of Green Marketing" (1), this study reveals that 9 out of 10 French people declare that they are tempted in their purchasing behavior by the ecological character of a product and ready to consult carbon labels.

Similarly, 3 out of 4 place at the top of their concerns, sustainable development and the fight against global warming, far ahead of influenza A or the economic crisis (2). Environmental awareness is therefore undeniable and general. Indeed, the regulations have been strengthened and the implementation of CSR (Corporate Social Responsibility) policies increased from 76% in 2008 to 90% in 2009, according to the Observatory of Communication and Responsible Marketing (3) . However, the picture is not completely idyllic, because while 22% of 25-39 year olds trust companies' environmental declarations, 78% are much more wary.

64% of those interviewed perceive the products and services developed within this framework, as premium and reserved for wealthy populations. On this theme, the study also highlights three marketing strategies. First, the creation of sustainable, eco-designed products and services that consume little energy (washing the Green Tree or the Samsung Blue Earth phone). Then, the adoption of a signature on the concept of sustainable development (American Apparel, Innocent, Starbucks Coffee). Finally, “greenwashing”, which consists of offering a product that is only slightly polluting or exaggerating its ecological virtues (Punto Diesel from Fiat, Lessive Le Chat).

The survey also points to “green start-ups” such as Ben & Jerry or The Body shop which lost their credit by being bought out by Unilever and L'Oréal respectively. Thus the Ethical Consumer guide in its Ethiscore des entreprises (judging social responsibility) has reduced The Body Shop's rating from 11 to 2,5 out of 20, while indicating to readers that there are other brands of truly ethical cosmetics. and independent. Also denounced are “local washing” which, for multinationals, such as HSBC, consists in appropriating an image of proximity or even “atmosphericwashing”, supposed - via minimalist music or a visual on nature - to make the product greener".

Finally, last black spots revealed: 80% of respondents believe that the environmental theme has lost its meaning in advertising and marketing and 75% admit to having a bad or very bad reaction towards a company abusively using the environmental argument in its communication .

Moreover, this purely cosmetic or even superficial approach is denounced by environmental associations and increasingly supervised by the ARPP (Professional Advertising Regulation Authority). The French are therefore not fooled and do not like gross manipulations. So faced with this vigilance and this legitimate requirement, the study invites companies to reinvent green marketing through the image of the iceberg. Communication, the visible part, is supported by three important aspects: the nature of the product, its life cycle and the long-term business strategy. Each of these layers necessarily activates - via specific tools - a positive lever for the consumer in search of more consistency and objective information on the quality of products and their environmental benefits. A major challenge for companies because without this reinsurance, they risk falling into the pitfall of commercialism at all costs, disappointing and leaving the fair share to competition.

Florence berthier

(1) Online survey of 500 people representative of the French population between September 24 and October 4, 2009.

(2) Ethicity survey, the French and sustainable consumption: what changes in 2009?

(3) Annual study conducted with the marketing, communication and sustainable development directors of 183 companies in France, in September 2009.

[Remundo]

Ecology is likely to remain only communication.

[Christophe]

At home certainly ... otherwise let's not forget that "we" are there

[Christophe]

Remundo it looks like your thinking was a bit visionary

Do not confuse "greenwashing" and communication

Chronicle - No, the "com" of a company is not necessarily harmful or lying, says Tristan Lecomte. In the field of sustainable development, it even serves to raise public awareness of change.

Communication relating to the commitment of organizations for sustainable development is often questioned and systematically questioned. We often hear the term "greenwashing" to qualify a company's commitment, often rightly, but also sometimes to demonstrate its vigilance and underpin the superiority of its vision and its own commitment. If this vigilance is commendable on the one hand, since it avoids the proliferation of drifts, it must not enclose the communication of organizations in a dual relationship between what is "greenwashing" and what is not and summarize communication only to the honest or not valuation of a commitment.

Suite and source: http://www.terra-economica.info/Com-et- ... 13997.html

[Christophe]

3 examples of concrete automotive greenwashing found on
http://www.blog-adwiser.com/2011/06/pet ... elge-.html