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Some ideas to consider including in the proposal...a basic short Green-washing footwear dictionary? https://circoax.eu/circulearn-dictionary

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https://www.residuosprofesional.com/multa-afirmaciones-reciclabilidad-capsulas-cafe/

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La compañía deberá también donar 800.00 dólares a una organización medioambiental, corregir sus mensajes sobre reciclabilidad en sus envases y hacer públicas estas rectificaciones en los medios sociales y de comunicación.

La empresa cafetera canadiense Keurig Canada Inc. ha llegado a un acuerdo con la Oficina de la Competencia de aquel país para resolver los problemas relacionados con las afirmaciones falsas o engañosas sobre la reciclabilidad de sus cápsulas de café de un solo uso Keurig K-Cup.

Así, la compañía deberá pagar una multa de 3 millones de dólares y donar otros 800.000 dólares a una organización benéfica dedicada a causas medioambientales. Además, tendrá que cambiar sus afirmaciones sobre la reciclabilidad de las cápsulas mencionadas en sus envases, y hacer públicas estas correcciones en su página web, redes sociales, medios de comunicación y por correo electrónico a sus suscriptores. Igualmente, se incluirá en los embalajes de sus máquinas de café.

Una investigación previa de la Oficina de la Competencia de Canadá concluyó que las afirmaciones de Keurig sobre la posibilidad de reciclar sus cápsulas de café de un solo uso son falsas o engañosas en las zonas en las que no se aceptan para su reciclaje. La Oficina descubrió que, fuera de las provincias de Columbia Británica y Quebec, las cápsulas K-Cup no se aceptan actualmente en los programas municipales de reciclaje.

La investigación también concluyó que las afirmaciones de la empresa sobre los pasos necesarios para preparar las cápsulas para su reciclaje son falsas o engañosas en determinados municipios. Según un comunicado de la Oficina de Competencia, "las afirmaciones de Keurig Canadá dan la impresión de que los consumidores pueden preparar las cápsulas para su reciclado retirando la tapa y vaciando los posos del café, pero algunos programas locales de reciclaje exigen pasos adicionales para reciclar dichas cápsulas".

Además de la multa, la empresa tendrá que pagar otros 85.000 dólares más por los costes de la investigación de la Oficina.

"Presentar productos o servicios como si tuvieran más beneficios medioambientales de los que realmente tienen es una práctica ilegal en Canadá", ha afirmado Matthew Boswell, comisario de Competencia. "Las afirmaciones falsas o engañosas de las empresas para promocionar productos 'más ecológicos' perjudican a los consumidores, que no pueden tomar decisiones de compra con conocimiento de causa, así como a la competencia y a las empresas que realmente ofrecen productos con un menor impacto medioambiental".

[themoneytizer id="17425-28″]

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Tres millones de dólares de multa por afirmaciones engañosas sobre la reciclabilidad de sus cápsulas de café

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La empresa cafetera canadiense Keurig Canada Inc. ha llegado a un acuerdo con la Oficina de la Competencia de aquel país para resolver los problemas relacionados con las afirmaciones falsas o engañosas sobre la reciclabilidad de sus cápsulas de café de un solo uso Keurig K-Cup.

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Acording to a recent Consumer Market Monitoring Survey, 78% of consumers found the likely environmental impact of household appliances very important or fairly important when making their choice.

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European Commission - European Commission

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Here is the Consumer Market Monitoring Survey

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Here is the Consumer Market Monitoring Survey

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Another Initiative of European Comission

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Initiative of European Comission, FEEDBACK: UPCOMING Planned for First quarter 2022

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The nine types of Greenwhasing. This idea of 9 types of greenwhasing could be in the training platform

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Most of the greenwashing we see falls into one of these nine types. Here are tips on how to spot them.

I am going to go out on a limb here, but I would bet that sometime in the last 24 hours you have received a marketing message centered around how "green," how "environmentally friendly," or (if it's really serious), how "sustainable" something is.

Whether or not we believe in these claims is a matter of some debate. The 2011 Cone Green Gap Trend Tracker found that an 97% of Americans believe they know what common environmental marketing claims such as "green" or "environmentally friendly" mean. Apparently we have seen enough of these claims to know what they're all about.

But do we? Our interpretations are often inaccurate, according to the researchers. More than two in five of us (41%) erroneously believe that these terms mean a product has a beneficial impact on the environment. Only about one in three (29%) understand that these terms more accurately describe products with reduced environmental impact compared with competing products.

That study seems to indicate a lot of willingness to believe what the marketers tell us. However, a study from the U.K. has a somewhat different story to tell. In that study, by the Carbon Trust, only 7% of respondents take companies at their word when they say that they are reducing their climate impacts. More than half (53%) say they are concerned that companies make one-time improvements to win publicity, before returning to business as usual. Did the study ask different questions, or are the Brits more skeptical?

Sorting out the green from the greenwash has become a necessity for U.S. consumers. To help, my colleague Jennifer Atlee and I have developed a guide to common problems: we cleverly named it "Nine Types of Greenwashing" when we included it in our dare-I-say essential report on green building product certifications. We also have eagle eyes for these types of issues when we are setting standards and selecting green products for our GreenSpec product guide. Here are the nine types.

1.) Green by Association

A company slathers itself and its marketing thoroughly in environmental terms and images so that even if its products have no environmental benefits, consumers associate them with positive environmental attributes. Examples: Gas-guzzling cars and trucks pictured in remote natural settings, or housing developments named for natural features that they have destroyed, e.g., "Conifer Lane."

2.) Lack of Definition

Marketing for a product makes an environmental claim that sounds good to the consumer but is too vague or general. Examples: a product is described as being non-toxic or without hazardous chemicals, when these definitions are only meaningful in specific contexts--many chemicals are non-toxic to the touch but harmful to ingest, for example. A radiant barrier paint product is advertised as having an incredibly high R-value, but the ad neglects to mention that it only insulates that well when installed on NASA spacecraft that see thousands of degrees of temperature differences.

3.) Unproven Claims

Environmental claims are made by a company, but the company cannot or will not provide evidence to back them up. Examples: A company claims to have implemented a new manufacturing process to increase its product's recycled content, but doesn't certify the claim. A manufacturer claims to have eliminated hazardous ingredients from a product but claims that due to trade secrets, it can't reveal any specifics.

4.) The Non Sequitur

A company uses a valid claim about a product as the basis for a further claim that is not warranted, but may on its surface appear to be reasonable. Example: A manufacturer accurately claims that its product is resistant to mold growth, but also implies or states that thus using the product improves the health of occupants--a claim that has some logic, but that really needs to be evaluated separately.

5.) Forgetting the Life Cycle aka The Red Herring

A company chooses one easily understood aspect of a product's environmental profile to improve and highlight, while ignoring other significant impacts--sometimes out of ignorance; sometimes as an intentional effort to divert attention. Example: A company touts the high recycled content in its countertops, but it uses a lot of embodied energy and carbon to make them, and uses binders with human health impacts.

6.) Bait and Switch

A company heavily promotes the environmental attributes of a single product, while selling and manufacturing a bulk of otherwise similar products that lack the same environmental attributes. Example: A company sells cedar shingles that are certified as sustainably harvested, earning acclaim, but produces the product in such little volume at such an increased price that most of its sales resulting from the attention are for non-certified products.

7.) Rallying Behind a Lower Standard

A product earns an apparently valid, third-party certification--but the product's manufacturer or trade association had influenced the development of the relevant standard in a way that makes the certification less meaningful than it appears. Example: The forest products industry catches hell in the early 1990s for environmental damages caused by logging, but rather than join the rigorous green standard that has already been developed, the industry bands together to create its own program with similar, but much more vague standards.

8.) Reluctant Enthusiast

A company lobbies against new environmental measures, claiming that they will be too costly. Particularly if it's losing the battle however, it hedges its bets, publicly embracing similar measures--while continuing to resist them behind the scenes. Example: "Beyond Petroleum."

9.) Outright Lying

Either intentionally or inadvertently, a company bends the truth, or simply ignores it. Example: A company claims that a product is beneficial to the environment, when it's actually just less bad. Or a manufacturer claims that its product contains recycled content based on reuse of scrap within a manufacturing line--but that actually doesn't meet the definition of recycled.

I want to thank Terrachoice, which publishes the " Seven Sins of Greenwashing," for helping inspire this list, which Jennifer and I first wrote over three years ago for our article, Behind the Logos: Understanding Green Product Certifications. We like their list, too, but we see some distinctions that we like to highlight.

What are examples of questionable green claims that you've seen recently? Want help evaluating them? Let me know.
Billboard image from Greenwashing Index, via webecoist.com's post on worst greenwashers.

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Most of the greenwashing we see falls into one of these nine types. Here are tips on how to spot them. I am going to go out on a limb here, but I would bet that sometime in the last 24 hours you have received a marketing message centered around how "green," how "environmentally friendly," or (if it's really serious), how "sustainable" something is.

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we could include gamification (ex. a points or score system or badges), small challenges or give it a kind of ludic approach too

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to have already finish templates or a kind of check list of things to consider to create a suitable label (visually and in terms of content) or to avoid falling in greenwashing

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Maybe we need to include national resources or different proposals "per region on the project" (concrete sections per partner country), even though we have also a part for EU or general guidelines and recommendations that could be shared by everyone

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Perhaps another template could be created for companies in the sector to tell them about the Road Map they should follow to sell green products within ESG (Environmental, Social & Governance) criteria

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Example/basis of "greenwashing training course".

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Example/basis of "greenwashing training course".

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https://www.assolombardaservizi.it/formazione-a-catalogo/territorio-ambiente-ed-energia/il-green-marketing-valorizzare-la-sostenibilita-aziendale-ed-evitare-il-greenwashing/

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Segnaliamo che la Formazione Assolombarda Servizi continua ad essere svolta in modalità aula tradizionale o Online a seconda del DPCM in vigore al momento dello svolgimento del corso. Con l'avvicinarsi della data dei corsi verranno segnalati eventuali cambiamenti della modalità di svolgimento.

Il corso mira a illustrare il contesto di riferimento con cui oggi le aziende si confrontano quando scelgono di comunicare la propria sostenibilità e/o le caratteristiche ambientali dei propri prodotti o servizi, attraverso claim e pubblicità a sfondo ambientale. Con i diversi moduli si vogliono fornire le conoscenze di base per affrontare questa sfida in modo corretto ed efficace. Allo scopo, il corso affianca alla presentazione del quadro normativo e regolamentare in materia di green claims e comunicazione ambientale, l'illustrazione dei principi cardine da adottare per un corretta comunicazione green, in grado di scongiurare i rischi sanzionatori e di immagine propri del greenwashing e di promuovere efficacemente i prodotti sul mercato. Saranno illustrati strumenti specifici per la comunicazione ambientale (Reporting di sostenibilità, Impronta ambientale, ecodesign, claim ambientali) e saranno riportati numerosi casi aziendali e buone pratiche di comunicazione green.

Programma

Docenti

Destinatari

Referenti

PROGRAMMA DIDATTICO

MODULO 1 - BASE: Introduzione al green marketing: andamento della domanda di prodotti "green" e profilo del consumatore "green". Panoramica degli strumenti a disposizione delle aziende per la comunicazione ambientale

MODULO 2 - Strategia di green marketing: come elaborare una strategia di green marketing, individuando contenuti, target, strumenti e canali idonei

MODULO 3 - Green claims: come costruire claim ambientali corretti ed efficaci, evitando pratiche di greenwashing

MODULO 4 - L'ecodesign e la progettazione sostenibile: strumenti per progettare prodotti "green" e valorizzarne le caratteristiche in chiave comunicativa

MODULO 5 - Strategie di vendita e di placement di prodotti e servizi con caratteristiche "green"

MODULO 6 - Strumenti di comunicazione aziendale: come realizzare un Report di sostenibilità e valorizzarlo nella comunicazione aziendale

MODULO 7 - LCA e impronta ambientale a supporto del green marketing: l'impiego di strumenti tecnico-scientifici di valutazione del reale impatto ambientale di beni e servizi e la valorizzazione comunicativa dei risultati

MODULO 8 - Marketing e comunicazione dell'economia circolare: la nuova frontiera della circular economy per prodotti circolari e sostenibili

MODULO 9 - Strategie green sul packaging del prodotto: il ruolo del packaging nella comunicazione ambientale e le etichettature ambientali

Fabio Iraldo, Professore ordinario Scuola Superiore Sant'Anna di Pisa e GREEN - Università Bocconi

Camilla Facheris, Ricercatrice GREEN - Università Bocconi

Roberta Iovino, Ricercatrice Scuola Superiore Sant'Anna di Pisa

Michela Melis, Ricercatrice GREEN - Università Bocconi

Michele Merola, Ricercatore GREEN - Università Bocconi

Annarosa Riella, Ricercatrice GREEN - Università Bocconi

Francesco Testa, Professore associato Scuola Superiore Sant'Anna di Pisa

Comunicazione, Affari Regolatori, Direzione Generale, HSE / HSE Manager, Issue & Rep. Mgmt Marketing, Marketing Digitale /Social Media, Sostenibilità / Sust. Manager

Service Manager Formazione Business Skills

Service Manager Formazione Business Skills e Compliance

Realizza questo corso nella tua azienda

APPROFONDISCI

Oppure contatta il service manager

Contatta il service manager
di riferimento

Service Manager Formazione Business Skills

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Il green marketing: valorizzare la sostenibilità aziendale ed evitare il greenwashing - Assolombarda Servizi

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Il corso mira a illustrare il contesto di riferimento con cui oggi le aziende si confrontano quando scelgono di comunicare la propria sostenibilità e/o le caratteristiche ambientali dei propri prodotti o servizi, attraverso claim e pubblicità a sfondo ambientale. Con i diversi moduli si vogliono fornire le conoscenze di base per affrontare questa sfida in modo corretto ed efficace.

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https://www.vogue.co.uk/news/article/greenwashing-in-fashion

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Eco-conscious, environmentally friendly, sustainable - these are just some of the buzzwords being used to promote the green credentials of brands and corporations. But while the surge of companies responding to the climate crisis is hugely positive, it can be difficult to know whether you're being a responsible consumer or buying into greenwashing.

Coined in 1986 by environmentalist Jay Westervelt, greenwashing - or 'green sheen' - is when a company uses misleading or false claims to suggest it's doing more for the environment than it actually is. "It's easy to say something is sustainable and not have to prove it," says Amina Razvi, executive director of Sustainable Apparel Coalition. "It's not always backed up by real, credible data. It makes it difficult for consumers to make smart choices."

This common practice means it's important that consumers do their research and ask questions. "Don't just listen to the marketing," comments Harriet Vocking, chief brand officer at sustainability consultancy Eco-Age. "Look at the company's website and read what they are doing."

Here are six ways to spot greenwashing in the fashion industry and become a more environmentally responsible shopper.
Look for numbers, not words
The easiest way to work out whether brands are greenwashing is by looking for figures that support their claims, rather than taking them at face value. "Companies use words such as 'sustainably made' or 'eco-friendly'," says Razvi. "[But] what percentage of their products are made with recycled materials?"

Find out whether brands have measurable targets set out on their website. "What quantifiable goals do they have listed publicly?" Razvi adds. "Companies truly committed to sustainable practices are setting ambitious goals that can be backed by science. They measure and are committed to reducing environmental impacts [every year]."

Natural isn't always more eco-friendly

Natural materials such as viscose, rayon and bamboo are promoted as eco-friendly, but it depends on how they're sourced. For example, 150 million trees are cut down for viscose production every year, according to Canopy. "Viscose is responsible for deforestation, unless it comes from a certified source," explains Orsola de Castro, founder of campaign group Fashion Revolution.

Read more: A Beginner's Guide To Shopping Sustainably On A Budget

Meanwhile, bamboo is a fast-growing fibre but it's sometimes grown with pesticides and chemicals are often used when it's turned into fabric. "Unless it comes from an organic source, bamboo is incredibly polluting," de Castro continues.

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Brands are making great strides to becoming more eco-friendly - but there's no doubt some are simply greenwashing to sell more clothes. Here's how to make sure your purchases are really sustainable, from supply chain to shop floor.

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How do you calculate a carbon footprint?

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How do you calculate a carbon footprint?

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https://www.carbonfact.com/methodology

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Find out the carbon footprint of any product

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Policy paper - Greewashing in the Fashion Industry

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Policy paper - Greewashing in the Fashion Industry

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chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/viewer.html?pdfurl=https%3A%2F%2Fcirculareconomy.europa.eu%2Fplatform%2Fsites%2Fdefault%2Ffiles%2Fgreenwashing-policy-paper.pdf&clen=15764783&chunk=true

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Indicators to unmask a greenwashed campaign

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Indicators to unmask a greenwashed campaign

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https://www.theidfactory.com/blog/greenwashing-is-it-just-a-deception-or-is-it-really-dangerous/

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It is now well established that the market for and services is constantly growing and that consumers' attention to what is eco-sustainable products sustainable is increasing exponentially.
Green markets from small niche markets quickly started to grow, becoming extremely attractive.
Companies understood the importance of adapting to this new sensitivity.

They start to adopt new strategies that take into account the socio-environmental impact of company activities.

Often a sustainable approach translates into a greenwashing practice, a pure marketing action to appear eco-friendly in the eyes of the most sensitive consumers.

The temptation is the possibility of obtaining high profits in a short time. In recent years investments for green communication campaigns have skyrocketed.

Unmasking greenwashing practice becomes essential and consumers play a leading role.

They need to direct their purchases to those companies that believe in and care about true sustainability.

Indicators to unmask a greenwashed campaign

10 indicators allow the consumer to understand if an advertising campaign is greenwashed (Futerra Sustainability Communication, 2009) :

FLUFFY LANGUAGE: an ambiguous language is used. Words like "natural", "green", "vegan" do not mean that a product has been manufactured in an ethical and sustainable way. Often "vegan" involves the use of synthetic materials that have a major impact on the environment.

GREEN PRODUCT vs DIRTY COMPANY: the product is eco-friendly but not the processes used to make it

SUGGESTED IMAGE: evocative images regarding the planet associated with polluting products (eg. Flowers coming out of an exhaust pipe)

IRRELEVANT CLAIMS: underline a small green feature of your product when everything else is anything but sustainable

BEST IN CLASS: declaring oneself better than others when, however, the latter are the worst in the market

JUST NOT CREDIBLE: making a product green that can never be

GOBBLEDYGOOK: use of terms / technical information that only experts or scientists can understand

IMAGINARY FRIENDS: use artfully constructed certifications by passing them off as made by third parties

NO PROOF: what is stated may be true but there is no supporting evidence

OUT-RIGHT LYING: completely invented data and claims

How communication should be

Corporate communication, in order not to slip into greenwashing, should be:

clear: the message must be easy to understand for the recipients, both in language and in content;

accurate and specific: communication must be complete and precise, avoiding vague statements. It is essential to communicate only what green has actually been done or is about to be done.

relevant: the information should focus on environmental aspects that are truly significant for the product and not claim false merits

consistent: the product characteristics presented must be consistent with the context in which the product is manufactured, distributed and consumed

reliable: it is necessary that the environmental information is verifiable and verified.

comparable: the information can offer a basis for a competitive comparison of the product with competitors

visible: the information should be easily legible and traceable on the packaging.

The harmful impact of Greenwashing

Greenwashing, in addition to being a deceptive practice, is very harmful, mainly for two reasons.

On the one hand, companies that adopt this behavior hide industrial activities that damage the environment behind a green and sustainable facade.

On the other hand, greenwashing risks having negative effects on the market to which it is aimed.

Some statistics show, for example, that in the US and UK, 70% and 80% of consumers respectively do not have confidence in green advertising .

This affects consumer confidence and the reputation of the company which, if viewed in a negative way, can lead to significant economic damage, especially in the long term.

Commitment to the environment must become an imperative of our time carried out with attention and seriousness.

Earnings as the only goal are no longer sustainable, not only for the environment, but for each of us.

Share this article to avoid greenwashing!

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GREENWASHING: is it just a deception or is it really dangerous?

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It is now well established that the market for and services is constantly growing and that consumers' attention to what is eco-sustainable products sustainable is increasing exponentially. Green markets from small niche markets quickly started to grow, becoming extremely attractive. Companies understood the importance of adapting to this new sensitivity.