{"id":6208,"date":"2024-04-25T09:18:30","date_gmt":"2024-04-25T09:18:30","guid":{"rendered":"https:\/\/twosides.info\/tiskova-zprava-organizace-two-sides-aktualni-informace-o-globalni-anti-greenwashing-kampani\/"},"modified":"2024-04-25T09:18:30","modified_gmt":"2024-04-25T09:18:30","slug":"tiskova-zprava-organizace-two-sides-aktualni-informace-o-globalni-anti-greenwashing-kampani","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/tiskova-zprava-organizace-two-sides-aktualni-informace-o-globalni-anti-greenwashing-kampani\/","title":{"rendered":"Tiskov\u00e1 zpr\u00e1va organizace Two Sides: Aktu\u00e1ln\u00ed informace o glob\u00e1ln\u00ed anti-greenwashing kampani"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Glob\u00e1ln\u00ed kampa\u0148 \u201eTwo Sides\u201c upozor\u0148uje na n\u00e1r\u016fst greenwashingu v souvislosti s t\u00edm, jak se organizace zam\u011b\u0159uj\u00ed na udr\u017eitelnost<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Organizace Two Sides oslovila v\u00edce ne\u017e 2 650 organizac\u00ed, u nich\u017e bylo zji\u0161t\u011bno, \u017ee sv\u00fdm z\u00e1kazn\u00edk\u016fm p\u0159ed\u00e1vaj\u00ed informace, kter\u00e9 jsou sou\u010d\u00e1st\u00ed \u201egreenwashingu\u201c. V\u00edce ne\u017e 1 180 organizac\u00ed dosud odstranilo zav\u00e1d\u011bj\u00edc\u00ed prohl\u00e1\u0161en\u00ed nam\u00ed\u0159en\u00e1 proti pap\u00edru.<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm hnac\u00edm motorem v\u011bt\u0161iny p\u0159\u00edpad\u016f greenwashingu z\u016fst\u00e1vaj\u00ed ekonomick\u00e9 tlaky a mnoho organizac\u00ed, kter\u00e9 dosud vyu\u017e\u00edvaly pap\u00edr ke komunikaci se sv\u00fdmi z\u00e1kazn\u00edky, ve snaze sn\u00ed\u017eit n\u00e1klady st\u00e1le \u010dast\u011bji p\u0159ech\u00e1z\u00ed od tradi\u010dn\u00edch pap\u00edrov\u00fdch slu\u017eeb k digit\u00e1ln\u00edm platform\u00e1m. P\u0159echod na digit\u00e1ln\u00ed form\u00e1t je \u010dasto zd\u016fvod\u0148ov\u00e1n zav\u00e1d\u011bj\u00edc\u00edmi a nepodlo\u017een\u00fdmi ekologick\u00fdmi marketingov\u00fdmi slogany, jako jsou nap\u0159\u00edklad: \u201eBu\u010fte ekologi\u010dt\u00ed \u2013 p\u0159ejd\u011bte na bezpap\u00edrovou formu\u201c nebo \u201eZvolte elektronickou fakturaci a pomozte zachr\u00e1nit strom\u201c \u2013 ale jedn\u00e1 se pouze o greenwashing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i p\u0159echodu na digit\u00e1ln\u00ed komunikaci se p\u0159ehl\u00ed\u017eej\u00ed preference spot\u0159ebitel\u016f. \u00dadaje ze zpr\u00e1vy <a href=\"https:\/\/twosides.info\/trend-tracker-2023\/\">\u201eTrend Tracker<\/a>\u201c organizace Two Sides z roku 2023 odhalily, \u017ee 55 % evropsk\u00fdch spot\u0159ebitel\u016f se domn\u00edv\u00e1, \u017ee environment\u00e1ln\u00ed argumenty firem pro p\u0159echod na digit\u00e1ln\u00ed komunikaci jsou zav\u00e1d\u011bj\u00edc\u00ed a jejich skute\u010dn\u00fdm c\u00edlem je sn\u00ed\u017een\u00ed n\u00e1klad\u016f. Z pr\u016fzkumu d\u00e1le jasn\u011b vyplynulo, \u017ee 76 % spot\u0159ebitel\u016f si p\u0159eje m\u00edt mo\u017enost volby a nechce b\u00fdt k digit\u00e1ln\u00ed komunikaci nuceno.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vzhledem k rostouc\u00edmu d\u016frazu na udr\u017eitelnost podnik\u00e1n\u00ed se nyn\u00ed i v jin\u00fdch odv\u011btv\u00edch, jako je nap\u0159\u00edklad v\u00fdroba pap\u00edrov\u00fdch a pap\u00edrov\u00fdch obal\u016f, setk\u00e1v\u00e1me s jevem \u201egreenwashingu\u201c \u2013 zav\u00e1d\u011bj\u00edc\u00edm a nepodlo\u017een\u00fdm marketingem produkt\u016f, kter\u00e9 se prohla\u0161uj\u00ed za udr\u017eiteln\u011bj\u0161\u00ed z mnoha d\u016fvod\u016f, v\u010detn\u011b nov\u00fdch a alternativn\u00edch zdroj\u016f vl\u00e1ken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdkonn\u00fd \u0159editel organizace Two Sides Europe Jonathan Tame \u0159\u00edk\u00e1: \u201eTato tvrzen\u00ed, kter\u00e1 jsou pouh\u00fdm Greenwashem, nejen\u017ee poru\u0161uj\u00ed zaveden\u00e9 p\u0159edpisy v oblasti ekologick\u00e9ho marketingu, ale tak\u00e9 zna\u010dn\u011b po\u0161kozuj\u00ed odv\u011btv\u00ed, kter\u00e9 je zn\u00e1m\u00e9 svou silnou a trvale progresivn\u00ed ekologickou bilanc\u00ed. Zdrav\u00fd trh s lesn\u00edmi produkty, jako je pap\u00edr, zdaleka neznamen\u00e1 \u201az\u00e1chranu strom\u016f\u2018, ale podporuje dlouhodob\u00fd r\u016fst les\u016f prost\u0159ednictv\u00edm trvale udr\u017eiteln\u00e9ho lesn\u00edho hospod\u00e1\u0159stv\u00ed. Mnoh\u00e9 z organizac\u00ed, proti kter\u00fdm vystupujeme, jsou p\u0159ekvapeny, kdy\u017e se dozv\u011bd\u00ed, \u017ee evropsk\u00e9 lesy se ve skute\u010dnosti roz\u0161i\u0159uj\u00ed ka\u017ed\u00fd den o plochu odpov\u00eddaj\u00edc\u00ed 1 500 fotbalov\u00fdm h\u0159i\u0161t\u00edm.\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organizace Two Sides oslovila po cel\u00e9m sv\u011bt\u011b v\u00edce ne\u017e 2 650 organizac\u00ed, kter\u00e9 uv\u00e1d\u011bly zav\u00e1d\u011bj\u00edc\u00ed informace o pap\u00edru. V Evrop\u011b dosud 749 spole\u010dnost\u00ed odstranilo nepodlo\u017een\u00e1 tvrzen\u00ed o pap\u00edru, mezi nimi nap\u0159\u00edklad AXA Insurance plc, Calor Gas, O2 Telefonica, Menton, Bredband 2 a Citygross, abychom jmenovali alespo\u0148 n\u011bkter\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eJe i nad\u00e1le z\u00e1sadn\u00ed, aby se proti t\u011bmto zav\u00e1d\u011bj\u00edc\u00edm sd\u011blen\u00edm vystupovalo, a t\u00edm zajistilo, \u017ee budou uzn\u00e1ny vynikaj\u00edc\u00ed v\u00fdsledky tohoto odv\u011btv\u00ed v oblasti ochrany \u017eivotn\u00edho prost\u0159ed\u00ed a \u017ee se roz\u0161\u00ed\u0159en\u00edm zav\u00e1d\u011bj\u00edc\u00edho a oportunistick\u00e9ho marketingu typu \u201agreenwashing\u2018 neohroz\u00ed \u017eivobyt\u00ed tis\u00edc\u016f zam\u011bstnanc\u016f tohoto odv\u011btv\u00ed,\u201c uvedl Tame.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organizace Two Sides odhaduje, \u017ee vzhledem k obrovsk\u00e9mu dosahu n\u011bkter\u00fdch z t\u011bchto organizac\u00ed maj\u00ed nepodlo\u017een\u00e1 tvrzen\u00ed dlouhodob\u00fd \u0161kodliv\u00fd vliv na vn\u00edm\u00e1n\u00ed pap\u00edru ze strany spot\u0159ebitel\u016f a ohro\u017euj\u00ed odv\u011btv\u00ed, kter\u00e9 zam\u011bstn\u00e1v\u00e1 p\u0159es 640 000 lid\u00ed ve v\u00edce ne\u017e 112 000 evropsk\u00fdch podnic\u00edch. Finan\u010dn\u00ed dopad greenwashingu je rovn\u011b\u017e p\u0159edm\u011btem glob\u00e1ln\u00edho znepokojen\u00ed, pokud budou tyto zpr\u00e1vy i nad\u00e1le \u0161\u00ed\u0159eny bez jak\u00e9koli kritiky. V\u00fdzkum proveden\u00fd organizacemi Two Sides a Censuswide v roce 2021 zjistil, \u017ee pouze v evropsk\u00e9m sektoru zas\u00edl\u00e1n\u00ed a po\u0161tovn\u00edch slu\u017eeb <a href=\"https:\/\/twosides.info\/the-financial-impact-of-greenwash-on-the-paper-print-and-mailing-industry\/\">hroz\u00ed greenwashingu ro\u010dn\u00ed ztr\u00e1ta hodnoty ve v\u00fd\u0161i 337 milion\u016f eur pro toto odv\u011btv\u00ed<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kampa\u0148 proti \u201egreenwashingu\u201c z\u016fst\u00e1v\u00e1 pro organizaci Two Sides prioritou a i nad\u00e1le vyz\u00fdv\u00e1 firmy, aby ve v\u0161ech sv\u00fdch sd\u011blen\u00edch nepou\u017e\u00edvaly nepodlo\u017een\u00e1 a zav\u00e1d\u011bj\u00edc\u00ed tvrzen\u00ed o ochran\u011b \u017eivotn\u00edho prost\u0159ed\u00ed v souvislosti s p\u0159echodem na bezpap\u00edrovou formu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eJsme vd\u011b\u010dn\u00ed za spolupr\u00e1ci stovek organizac\u00ed, kter\u00e9 ve sv\u00fdch sd\u011blen\u00edch upravily nebo zcela odstranily tvrzen\u00ed, kter\u00e1 p\u0159edstavuj\u00ed greenwashing, a d\u011bkujeme tak\u00e9 mnoha z\u00e1stupc\u016fm odv\u011btv\u00ed i \u010dlen\u016fm ve\u0159ejnosti, kte\u0159\u00ed organizaci Two Sides zas\u00edlaj\u00ed p\u0159\u00edklady greenwashingu,\u201c uzav\u00edr\u00e1 Tame.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak\u00e9koli p\u0159\u00edpady \u201egreenwashingu\u201c pros\u00edm zas\u00edlejte na adresu <a href=\"mailto:greenwash@twosides.info\" target=\"_blank\" rel=\"noopener\">greenwash@twosides.info <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Glob\u00e1ln\u00ed kampa\u0148 \u201eTwo Sides\u201c upozor\u0148uje na n\u00e1r\u016fst greenwashingu v souvislosti s t\u00edm, jak se organizace zam\u011b\u0159uj\u00ed na udr\u017eitelnost Organizace Two Sides oslovila v\u00edce ne\u017e 2 650 organizac\u00ed, u nich\u017e bylo zji\u0161t\u011bno, \u017ee sv\u00fdm z\u00e1kazn\u00edk\u016fm p\u0159ed\u00e1vaj\u00ed informace, kter\u00e9 jsou sou\u010d\u00e1st\u00ed \u201egreenwashingu\u201c. V\u00edce ne\u017e 1 180 organizac\u00ed dosud odstranilo zav\u00e1d\u011bj\u00edc\u00ed prohl\u00e1\u0161en\u00ed nam\u00ed\u0159en\u00e1 proti pap\u00edru. Hlavn\u00edm hnac\u00edm motorem [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2871,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tiskov\u00e1 zpr\u00e1va organizace Two Sides: Aktu\u00e1ln\u00ed informace o glob\u00e1ln\u00ed anti-greenwashing kampani - Two Sides<\/title>\n<meta name=\"description\" content=\"Organizace Two Sides napadla v\u00edce ne\u017e 2 650 organizac\u00ed, u nich\u017e bylo zji\u0161t\u011bno, \u017ee sv\u00fdm z\u00e1kazn\u00edk\u016fm p\u0159ed\u00e1vaj\u00ed informace, kter\u00e9 jsou pouh\u00fdm \u201ezelen\u00fdm prachem\u201c.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twosides.info\/cs\/tiskova-zprava-organizace-two-sides-aktualni-informace-o-globalni-anti-greenwashing-kampani\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tiskov\u00e1 zpr\u00e1va organizace Two Sides: Aktu\u00e1ln\u00ed informace o glob\u00e1ln\u00ed anti-greenwashing kampani - 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