{"id":9326,"date":"2022-07-07T17:49:39","date_gmt":"2022-07-07T15:49:39","guid":{"rendered":"https:\/\/www.stage.sila-modic.si\/?p=9326"},"modified":"2022-07-07T18:15:22","modified_gmt":"2022-07-07T16:15:22","slug":"pasti-greenwashinga-ali-zelenega-zavajanja","status":"publish","type":"post","link":"https:\/\/www.stage.sila-modic.si\/en\/pasti-greenwashinga-ali-zelenega-zavajanja\/","title":{"rendered":"Pitfalls of \u00bbgreenwashing\u00ab or green deception"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9326\" class=\"elementor elementor-9326 elementor-9307\">\n\t\t\t\t\t\t\t        <section class=\"elementor-section elementor-top-section elementor-element elementor-element-fe9bf48 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fe9bf48\" data-element_type=\"section\">\n            \n                        <div class=\"elementor-container elementor-column-gap-default \">\n                    <div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ac5af1a\" data-id=\"ac5af1a\" data-element_type=\"column\">\n            <div class=\"elementor-widget-wrap elementor-element-populated\">\n                        \t\t<div class=\"elementor-element elementor-element-ea2a8fb elementor-widget elementor-widget-text-editor\" data-id=\"ea2a8fb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4 class=\"single-heading\"><strong>Pasti \u00bbgreenwashinga\u00ab ali zelenega zavajanja<\/strong><\/h4><p>Komuniciranje trajnostnega delovanja podjetij je danes higienik, saj se podjetja zavedajo, da je trajnostna naravnanost nujnost za zdravje podjetja. Problem nastane, ko se za\u010dnejo poslu\u017eevati praks, s katerimi se prikazujejo bolj trajnostna, kot so v resnici. To imenujemo \u00bbgreenwashing\u00ab ali zeleno zavajanje.<\/p><p>V Evropi smo v zadnjem \u010dasu videli velika imena v skoraj vseh sektorjih, ki so jih zaradi tega javno izpostavili. Med njimi so Danish Crown, Alpro, Adidas in Coca-Cola.<\/p><p>Fundacija Changing Markets Foundation je ugotovila, da je 60 odstotkov trditev britanskih in evropskih modnih podjetij za kupce zavajajo\u010dih.<\/p><p>Evropska komisija in nacionalne institucije za za\u0161\u010dito pravic potro\u0161nikov pa so na spletnih straneh razli\u010dnih poslovnih sektorjev lani ugotovili, da so bile trditve v 42 odstotkih primerov pretirane, la\u017ene ali zavajajo\u010de in bi se lahko v skladu s pravili EU opredelile kot nepo\u0161tene poslovne prakse.<\/p><p><strong>Podjetja z napa\u010dnim razumevanjem, kaj je in kaj ni zeleno zavajanje, ne samo da spodkopavajo zaupanje potro\u0161nikov, ampak tudi vedno bolj pogosto tvegajo sodni postopek.<\/strong><\/p><p>Evropska unija svoj Zeleni dogovor jemlje resno, zato se regulatorni organi po vsej Evropi zdaj osredoto\u010dajo predvsem na boj proti zavajajo\u010dim okoljskim trditvam. Evropska komisija trenutno vzpostavlja okvir politike, ki ne bo pustil prostora za pretirane ali neto\u010dne zelene trditve. Zahtevajo, da so trditve o okoljski u\u010dinkovitosti podjetij in izdelkov zanesljive, primerljive in preverljive po vsej EU.<\/p><p>Ali je bolje mol\u010dati? Ne, tudi to ni smotrna taktika. Edina re\u0161itev je, da se podjetja opolnomo\u010dijo in primerno komunicirajo.<\/p><h5>Na kaj morajo podjetja paziti, da ne zaidejo v zeleno zavajanje?<\/h5><p><strong>1) Ne \u0161opirite se z ne\u010dim, kar ni res ali \u010desar ne morete dokazati<\/strong><\/p><p>\u010ce nekaj trdite, prej preverite, ali lahko to doka\u017eete. Znanstveni dokazi predvsem o izpustih toplogrednih plinov so \u017ee kar nujnost, pomagajo pa tudi verodostojni certifikati z razli\u010dnih podro\u010dij trajnostnega poslovanja.<\/p><p><strong>2) Ne izpostavljajte drobnih simboli\u010dnih dejanj in ne odvra\u010dajte pozornosti od pravih problemov<br \/><\/strong><\/p><p>Primer slabe prakse je Apple, ki je leta 2020 objavil, da bo njihov iPhone 12 dobavljen brez slu\u0161alk ali stenskega polnilnika, da bi zmanj\u0161ali e-odpadke. \u010ceprav je ta ukrep korak v pravo smer, so ga \u0161tevilni kritiki videli zgolj kot na\u010din odvra\u010danja pozornosti od resni\u010dnega vira e-odpadkov podjetja, to je na\u010drtovana zastarelost. Telefoni znamke so razvpiti po tem, da so dragi za popravilo in jih razvijalci prenehajo podpirati le nekaj let po izdaji.<\/p><p>Nadalje, lahko se vam zgodi, da je nekaj tehni\u010dno resni\u010dno, vendar ima to na primer nepomemben vpliv na okolje. To velja za vre\u010dke za smeti z oznako \u00bbmogo\u010de reciklirati\u00ab, saj je celoten namen teh vre\u010dk kon\u010dati v smeteh. Oznaka pomeni okoljsko korist, ki bi bila dose\u017eena le, \u010de bi uporabniki izpraznili svoje vre\u010dke za smeti, jih izprali in jih po uporabi oddali v recikliranje.<\/p><p><strong>3)<\/strong> <strong>Pazite na skrite kompromise<\/strong><\/p><p>Tako kot pri ve\u010dini dejanj, je tudi pri trajnostnem razvoju tako, da imamo pluse in minuse. Blagovne znamke pogosto ogla\u0161ujejo novo spremembo kot zeleno, pri tem pa ignorirajo njene negativne u\u010dinke. Na primer, Starbucks je uvedel pokrove brez slamic, vendar so ti novi pokrovi porabili ve\u010d plastike kot prej.<\/p><p><strong>4) Bodite iskreni<\/strong><\/p><p>Ne \u017eelite se zgledovati po praksi podjetja General Motors, ki sicer podpira zamisel o dav\u010dnih olaj\u0161avah za nakup elektri\u010dnih vozil, saj ima drzne cilje, da bodo do leta 2035 proizvajali samo avtomobile z ni\u010d emisijami. Problem pa je, da je izvr\u0161na direktorica Mary Barra v upravnem odboru organizacije, ki mo\u010dno lobira proti podnebnim pobudam.<\/p><p><strong>5) Ne posku\u0161ajte biti popolni<\/strong><\/p><p>V\u010dasih je treba priznati zmoto in spodrsljaj. Vse ve\u010d podjetij priznava, da so se pri svojih trajnostnih naporih u\u0161tela.<\/p><p>Lani jeseni je amsterdamska znamka o\u010dal Ace &amp; Tate strankam v drzno oblikovani objavi v blogu, ki obravnava napake, storjene v zvezi s trajnostjo in njenimi prizadevanji za spremembe sporo\u010dila: \u00bbPoglejte, zaj\u2026 smo se. Na\u0161e slabe poteze.\u00ab<\/p><p>Objava je opisala pet napa\u010dnih odlo\u010ditev, ki so jih sprejeli pri Ace &amp; Tate, medtem ko so posku\u0161ali postati bolj trajnostni v okviru nedavnega certifikata \u00bbKorporacija B\u00ab. V enem primeru so spregledali njihov dru\u017ebeni vpliv in zanemarili izvajanje kodeksa ravnanja, s \u010dimer bi za\u0161\u010ditili delavce v svoji dobavni verigi. V drugem primeru na\u0161tevajo, da so se odlo\u010dili za uporabo tak\u0161nih sestavin za izdelavo nekaterih svojih izdelkov, ki bi pritegnila sodobne potro\u0161nike, misle\u010d, da gre za trajnosten material, pri tem pa so zanemarili, da so prav s to kombinacijo sestavin zmanj\u0161ali mo\u017enost recikliranja. \u00bbEno od klju\u010dnih spoznanj na\u0161e ekipe je, da se osredoto\u010dimo na dobre spremembe in ne na spremembe, ki so samo videti dobro,\u00ab so zapisali v objavi.<\/p><p>\u010ce i\u0161\u010dete \u0161e ve\u010d dobrih zgledov za zeleno komuniciranje, priporo\u010dam <a href=\"https:\/\/wfanet.org\/knowledge\/sustainability-claims\/about\" target=\"_blank\" rel=\"noopener\"><strong>branje globalnih smernic<\/strong><\/a> za komuniciranje okoljskih trditev ter spremljanje blagovne znamke Patagonia. Trajnostno delovanje imajo vgrajeno v DNA in pri komuniciranju ne popu\u0161\u010dajo.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75d4ef7 elementor-widget elementor-widget-ct_image\" data-id=\"75d4ef7\" data-element_type=\"widget\" data-widget_type=\"ct_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"ct-image-single  \">\r\n                        <img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/www.stage.sila-modic.si\/wp-content\/uploads\/Patagonia.jpg\" class=\"attachment-full\" alt=\"\" \/>            <\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24a6977 elementor-widget elementor-widget-text-editor\" data-id=\"24a6977\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Patagonia<\/strong> je zrastla s filozofijo, da izdelujejo najbolj\u0161e izdelke, ki ne povzro\u010dajo \u0161kode okolju in uporabljajo dobi\u010dek za re\u0161evanje okoljske krize. Podjetje se je uveljavilo kot mnenjski vodja na podro\u010dju varstva okolja, dru\u017ebenega aktivizma in trajnostnih praks. Njihova sporo\u010dila dosledno sporo\u010dajo vsebino blagovne znamke, ki je usklajena z namenom. Patagonia pa se ne ustavi pri promociji svojih vrednot. Sprejema tudi ukrepe za izbolj\u0161anje stanja, kjer je to potrebno. Leta 2020 so prekinili ogla\u0161evanje na Facebooku in Instagramu zaradi prepri\u010danja, da naredijo premalo, da bi ustavili sovra\u017eni govor.<\/p><p>Patagonia kot blagovna znamka zagovarja svoj namen, se pogovarja, vna\u0161a zagovorni\u0161tvo strank in krepi pristnost.<\/p><p>\u010clanek, ki ga je napisala Barbara Modic iz Sila &amp; Modic consulting, je bil originalno objavljen v Svet Kapitala.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t        <section class=\"elementor-section elementor-inner-section elementor-element elementor-element-cbbfee9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cbbfee9\" data-element_type=\"section\">\n            \n                        <div class=\"elementor-container elementor-column-gap-default \">\n                    <div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-23cabc4\" data-id=\"23cabc4\" data-element_type=\"column\">\n            <div class=\"elementor-widget-wrap elementor-element-populated\">\n                        \t\t<div class=\"elementor-element elementor-element-139ad30 elementor-widget elementor-widget-ct_button\" data-id=\"139ad30\" data-element_type=\"widget\" data-widget_type=\"ct_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div id=\"ct_button-139ad30\" class=\"ct-button-wrapper ct-button-layout1\">\r\n    <div class=\"ct-inline-css\"  data-css=\"\r\n        \">\r\n    <\/div>\r\n\r\n            <span class=\"ct-icon-active\"><\/span>\r\n        <a href=\"\/kontakt\/\" class=\"btn btn-default btn-animate  icon-ps- \" data-wow-delay=\"ms\">\r\n                            <span class=\"ct-button-icon ct-align-icon-\">\r\n                            <\/span>\r\n                <span class=\"ct-button-text\">KONTAKTIRAJTE NAS ZA VE\u010c INFORMACIJ<\/span>\r\n    <\/a>\r\n<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t            <\/div>\n        <\/div>\n                <div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-134460d\" data-id=\"134460d\" data-element_type=\"column\">\n            <div class=\"elementor-widget-wrap elementor-element-populated\">\n                        \t\t<div class=\"elementor-element elementor-element-7da0f3e elementor-shape-square e-grid-align-left elementor-grid-0 elementor-invisible elementor-widget elementor-widget-social-icons\" data-id=\"7da0f3e\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-social-icons-wrapper elementor-grid\">\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-fd9c8e0\" href=\"https:\/\/www.linkedin.com\/in\/barbaramodic\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<i class=\"fab fa-linkedin\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t            <\/div>\n        <\/div>\n                            <\/div>\n        <\/section>\n                    <\/div>\n        <\/div>\n                            <\/div>\n        <\/section>\n        \t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Communicating the sustainable operation of companies is a hygienist today, as companies realize that a sustainable attitude is a necessity for the health of the company. However, the problem arises when practices that make themselves appear more sustainable than they are used. <\/p>\n","protected":false},"author":1,"featured_media":9310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[62],"class_list":["post-9326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainability","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pitfalls of \u00bbgreenwashing\u00ab or green deception - Sila &amp; Modic Consulting | Potenciramo va\u0161 uspeh<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pitfalls of \u00bbgreenwashing\u00ab or green deception - Sila &amp; Modic Consulting | Potenciramo va\u0161 uspeh\" \/>\n<meta property=\"og:description\" content=\"Communicating the sustainable operation of companies is a hygienist today, as companies realize that a sustainable attitude is a necessity for the health of the company. However, the problem arises when practices that make themselves appear more sustainable than they are used.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/\" \/>\n<meta property=\"og:site_name\" content=\"Sila &amp; Modic Consulting | Potenciramo va\u0161 uspeh\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-07T15:49:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-07T16:15:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.stage.sila-modic.si\/wp-content\/uploads\/Greenwashing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin_sila\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin_sila\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/\"},\"author\":{\"name\":\"admin_sila\",\"@id\":\"https:\/\/www.stage.sila-modic.si\/#\/schema\/person\/f369ec8077833f6b944da420022adb2c\"},\"headline\":\"Pitfalls of \u00bbgreenwashing\u00ab or green deception\",\"datePublished\":\"2022-07-07T15:49:39+00:00\",\"dateModified\":\"2022-07-07T16:15:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/\"},\"wordCount\":975,\"publisher\":{\"@id\":\"https:\/\/www.stage.sila-modic.si\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.stage.sila-modic.si\/wp-content\/uploads\/Greenwashing.jpg\",\"keywords\":[\"Sustainability\"],\"articleSection\":[\"Sustainability\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/\",\"url\":\"https:\/\/www.stage.sila-modic.si\/pasti-greenwashinga-ali-zelenega-zavajanja\/\",\"name\":\"Pitfalls of \u00bbgreenwashing\u00ab or green deception - Sila &amp; 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