{"id":14047,"date":"2021-07-28T08:36:47","date_gmt":"2021-07-28T06:36:47","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=14047"},"modified":"2023-03-22T11:48:51","modified_gmt":"2023-03-22T11:48:51","slug":"ojo-con-el-greenwashing","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/ojo-con-el-greenwashing\/","title":{"rendered":"Ojo con el greenwashing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14047\" class=\"elementor elementor-14047 elementor-3430\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-614418e elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"614418e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5e190c6\" data-id=\"5e190c6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e4b8d1b elementor-widget elementor-widget-text-editor\" data-id=\"e4b8d1b\" data-element_type=\"widget\" data-e-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\t\t\n<p>Est\u00e1 presente en numerosos productos, desde el embalaje de alimentos, envases de bebidas, ropa, energ\u00eda, movilidad y un largo etc\u00e9tera. Presumir de beneficios ambientales atribuidos a un producto o servicio, cuando no lo son o se quedan a medias, es lo que se conoce con el t\u00e9rmino ingl\u00e9s <strong><em>greenwashing<\/em><\/strong>, es decir, un<strong> lavado verde<\/strong> para ser m\u00e1s atractivo ante el p\u00fablico sensible con el planeta. Seg\u00fan datos de la Comisi\u00f3n Europea, el 42% de la oferta sostenible que circula por el mercado de Internet es opaca, exagerada o, directamente, falsa. As\u00ed se concluye en el estudio realizado por las autoridades de consumo comunitarias a comienzos de 2021.<\/p>\n<p>Salvando las distancias, y con el respeto que merece una crisis como la del coronavirus, el <em>greenwashing<\/em> o <strong>ecopostureo<\/strong> tambi\u00e9n es una <strong>pandemia<\/strong>. La mentira o la tibieza lastran el avance hacia los <strong>objetivos de la agenda clim\u00e1tica<\/strong> y conducen al planeta a un callej\u00f3n sin salida cuyo final est\u00e1 peligrosamente cerca. Por lo tanto, debemos aplaudir a las entidades, empresas y personas que s\u00ed juegan limpio y que se ven y act\u00faan como agentes de esta responsabilidad compartida. El barniz verde tambi\u00e9n le afecta negativamente, del mismo modo que oculta el derecho del <strong>consumidor<\/strong> a saber con transparencia en qu\u00e9 invierte su dinero y qu\u00e9 hay tras cada decisi\u00f3n de compra. No vamos a una fiesta de disfraces, el maquillaje sobra. Debemos mostrarnos como somos y comprometernos con el necesario cambio que urge alcanzar, a pecho descubierto, pero con acciones, rigor y decisi\u00f3n.<\/p>\n<p>Exagerar los <strong>atributos ambientales<\/strong>, no decir toda la verdad o jugar a no ser claro, vulnera las reglas del juego y las buenas pr\u00e1cticas. La habilidad del mundo de la <strong>publicidad<\/strong> lo puede todo, generando impactos basados en afirmaciones vagas, generales y mal definidas como hablar de que algo es respetuoso con el <strong>medio ambiente<\/strong>, sostenible, consciente, comprometido, implicado\u2026 y un marem\u00e1gnum de frases y t\u00e9rminos m\u00e1s o menos decorosos, pero muy ambiguos. Es necesario ser preciso y ofrecer el dato objetivo, sin adjetivos. La informaci\u00f3n veraz y la educaci\u00f3n ambiental ser\u00e1n las mejores compa\u00f1\u00edas para no dejarse seducir por mensajes verdes sin fundamento que siempre resultan ser un espejismo.<\/p>\n<p>Las autoridades deben ser valientes y establecer un marco que regule este tipo de publicidad enga\u00f1osa y que, al mismo tiempo, permita reforzar y prestigiar a quienes realmente hacen esfuerzos por progresar de una forma <strong>sostenible<\/strong> en el mayor n\u00famero de dimensiones.<\/p>\n<p>Apartarse de la pr\u00e1ctica de la <a href=\"https:\/\/torresycarrera.com\/corporativo\/camuflaje-sostenible-por-xurxo-torres\/\" target=\"_blank\" rel=\"noopener noreferrer\">ecoimpostura<\/a> supone progresar en diferentes \u00e1mbitos de los procesos de una <strong>compa\u00f1\u00eda<\/strong><a href=\"https:\/\/torresycarrera.com\/corporativo\/camuflaje-sostenible-por-xurxo-torres\/\" target=\"_blank\" rel=\"noopener noreferrer\">.<\/a> Hay que dar pasos en el buen <strong>gobierno de la empresa<\/strong>, en el <strong>di\u00e1logo social<\/strong>, en el inter\u00e9s por la <strong>innovaci\u00f3n<\/strong>, en la<strong> igualdad<\/strong> y en la <strong>gesti\u00f3n responsable<\/strong> de m\u00faltiples vectores que construyen una marca como cara visible por parte del p\u00fablico.<\/p>\n<p>En este sentido, cada vez se hace m\u00e1s necesario emplear un lenguaje claro y accesible a la ciudadan\u00eda a la hora de hablar del progreso de las compa\u00f1\u00edas en sus informes ASG -criterios ambientales, sociales y de gobierno corporativo-; es decir, aquellos resultados que van m\u00e1s all\u00e1 de la dimensi\u00f3n econ\u00f3mica. Es muy frecuente que, a pesar del gran esfuerzo y de la visi\u00f3n comprometida de las organizaciones, este tipo de memorias presenten un volumen de informaci\u00f3n t\u00e9cnica alejada del ciudadano, con una saturaci\u00f3n de anglicismos y t\u00e9rminos que provocan fatiga y establecen barreras para su comprensi\u00f3n. <strong>Comunicar responsablemente, con visi\u00f3n sostenible, es una de las claves.<\/strong><\/p>\n<p><strong>Pedro Tasende<\/strong><\/p>\n<p><a href=\"https:\/\/torresycarrera.com\/act\/nuevo-senior-advisor\/\" target=\"_blank\" rel=\"noopener noreferrer\">Senior advisor de sostenibilidad<\/a><\/p>\n<p>&nbsp;<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Est\u00e1 presente en numerosos productos, desde el embalaje de alimentos, envases de bebidas, ropa, energ\u00eda, movilidad y un largo etc\u00e9tera. Presumir de beneficios ambientales atribuidos a un producto o servicio, cuando no lo son o se quedan a medias, es lo que se conoce con el t\u00e9rmino ingl\u00e9s greenwashing, es decir, un lavado verde para [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368,370],"tags":[419,362,516,424,609,561,421,592,461,425],"class_list":["post-14047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-corporate","tag-cambio-climatico-2","tag-comunicacion-2","tag-consumo-en","tag-economia-2","tag-ecopostureo-en","tag-innovacion-social-en","tag-medioambiente-2","tag-planeta-en","tag-publicidad-en","tag-sostenibilidad-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ojo con el greenwashing - Torres y Carrera<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/torresycarrera.com\/en\/ojo-con-el-greenwashing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ojo con el greenwashing - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"Est\u00e1 presente en numerosos productos, desde el embalaje de alimentos, envases de bebidas, ropa, energ\u00eda, movilidad y un largo etc\u00e9tera. Presumir de beneficios ambientales atribuidos a un producto o servicio, cuando no lo son o se quedan a medias, es lo que se conoce con el t\u00e9rmino ingl\u00e9s greenwashing, es decir, un lavado verde para [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/torresycarrera.com\/en\/ojo-con-el-greenwashing\/\" \/>\n<meta property=\"og:site_name\" content=\"Torres y Carrera\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-28T06:36:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-22T11:48:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/torresycarrera.com\/wp-content\/uploads\/2021\/08\/Post_Greenwashing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rosa L\u00f3pez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rosa L\u00f3pez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/\"},\"author\":{\"name\":\"Rosa L\u00f3pez\",\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#\\\/schema\\\/person\\\/56e74752b130d1b24da49eed58281b7b\"},\"headline\":\"Ojo con el greenwashing\",\"datePublished\":\"2021-07-28T06:36:47+00:00\",\"dateModified\":\"2023-03-22T11:48:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/\"},\"wordCount\":626,\"publisher\":{\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/torresycarrera.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/Post_Greenwashing.jpg\",\"keywords\":[\"cambio clim\u00e1tico\",\"comunicaci\u00f3n\",\"consumo\",\"econom\u00eda\",\"ecopostureo\",\"innovaci\u00f3n social\",\"medioambiente\",\"planeta\",\"publicidad\",\"sostenibilidad\"],\"articleSection\":[\"Blog\",\"Corporate\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/\",\"url\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/ojo-con-el-greenwashing\\\/\",\"name\":\"Ojo con el greenwashing - 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