{"id":6286,"date":"2024-09-13T15:05:36","date_gmt":"2024-09-13T15:05:36","guid":{"rendered":"https:\/\/twosides.info\/two-sides-insight-rozhovor-s-janem-le-mouxem-zastupcem-spolecnosti-copacel-a-vedoucim-kampane-organizace-two-sides-france\/"},"modified":"2024-09-13T15:05:36","modified_gmt":"2024-09-13T15:05:36","slug":"two-sides-insight-rozhovor-s-janem-le-mouxem-zastupcem-spolecnosti-copacel-a-vedoucim-kampane-organizace-two-sides-france","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/two-sides-insight-rozhovor-s-janem-le-mouxem-zastupcem-spolecnosti-copacel-a-vedoucim-kampane-organizace-two-sides-france\/","title":{"rendered":"Two Sides Insight \u2013 Rozhovor s Janem Le Mouxem, z\u00e1stupcem spole\u010dnosti Copacel a vedouc\u00edm kampan\u011b organizace Two Sides France"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Two Sides Insight Interview with Jan Le Moux\" src=\"https:\/\/player.vimeo.com\/video\/1009207225?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u017divotopis a \u00favod<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ian Bates, \u0159editel pro marketing a partnerstv\u00ed organizace Two Sides, vedl rozhovor s Janem Le Mouxem, gener\u00e1ln\u00edm \u0159editelem spole\u010dnosti Revipac, \u0159editelem pro ob\u011bhov\u00e9 hospod\u00e1\u0159stv\u00ed v organizaci Copacel a vedouc\u00edm kampan\u011b organizace Two Sides France.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eR\u00e1d bych p\u0159iv\u00edtal Jana Le Mouxe v r\u00e1mci s\u00e9rie rozhovor\u016f Two Sides Insight. Jane, je mi pot\u011b\u0161en\u00edm, \u017ee t\u011b dnes mohu p\u0159iv\u00edtat. Pro ty, kte\u0159\u00ed Jana je\u0161t\u011b neznaj\u00ed, bych ho r\u00e1d kr\u00e1tce p\u0159edstavil\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je absolventem AgroParisTech. Dva roky \u017eil v N\u011bmecku, ne\u017e v roce 2000 nastoupil do poradensk\u00e9ho t\u00fdmu spole\u010dnosti Ernst &amp; Young zam\u011b\u0159en\u00e9ho na \u017eivotn\u00ed prost\u0159ed\u00ed a udr\u017eiteln\u00fd rozvoj. Tam pracoval pro soukrom\u00e9 klienty (zejm\u00e9na z odv\u011btv\u00ed energetiky a ve\u0159ejn\u00fdch slu\u017eeb) i pro klienty z ve\u0159ejn\u00e9ho sektoru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V roce 2010 nastoupil do spole\u010dnosti Citeo (d\u0159\u00edve Eco-Emballages), kde m\u011bl na starosti \u010dinnosti souvisej\u00edc\u00ed s ekologick\u00fdm designem a spole\u010denskou odpov\u011bdnost\u00ed podnik\u016f v oblasti obal\u016f pro dom\u00e1cnosti a n\u00e1sledn\u011b dohl\u00ed\u017eel na fungov\u00e1n\u00ed recykla\u010dn\u00edch trh\u016f. P\u016fsobil jako \u0159editel N\u00e1rodn\u00ed rady pro obaly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V sou\u010dasn\u00e9 dob\u011b p\u016fsob\u00ed jako \u0159editel pro cirkul\u00e1rn\u00ed ekonomiku ve francouzsk\u00e9m profesn\u00edm svazu pap\u00edrensk\u00e9ho a kartonov\u00e9ho pr\u016fmyslu COPACEL a vede kampa\u0148 organizace Two Sides ve Francii.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Polo\u017een\u00e9 ot\u00e1zky:<\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 jsou v sou\u010dasnosti hlavn\u00ed v\u00fdzvy, kter\u00fdm \u010del\u00ed francouzsk\u00fd pap\u00edrensk\u00fd pr\u016fmysl a odv\u011btv\u00ed pap\u00edrov\u00fdch obal\u016f?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eExistuj\u00ed dva druhy v\u00fdzev.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prvn\u00ed z nich je obecn\u00fd probl\u00e9m, kter\u00fd se net\u00fdk\u00e1 pouze Francie: st\u00e1le v\u00edce firem \u010di \u00fa\u0159ad\u016f se sna\u017e\u00ed prosadit bezpap\u00edrovou komunikaci se sv\u00fdmi klienty \u010di ob\u010dany s od\u016fvodn\u011bn\u00edm, \u017ee digit\u00e1ln\u00ed forma je prakti\u010dt\u011bj\u0161\u00ed a \u0161etrn\u011bj\u0161\u00ed k \u017eivotn\u00edmu prost\u0159ed\u00ed. Toto tvrzen\u00ed nen\u00ed podlo\u017eeno ani fakty, ani zku\u0161enostmi lid\u00ed, av\u0161ak m\u00fdty spojen\u00e9 s pap\u00edrem jsou velmi siln\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Druh\u00fd bod se t\u00fdk\u00e1 konkr\u00e9tn\u011b Francie. Pap\u00edr podl\u00e9h\u00e1 st\u00e1le p\u0159\u00edsn\u011bj\u0161\u00edm a \u010dasto neopodstatn\u011bn\u00fdm ekologick\u00fdm p\u0159edpis\u016fm, a to navzdory jeho vynikaj\u00edc\u00edm v\u00fdsledk\u016fm z hlediska ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To vede ke sn\u00ed\u017een\u00ed spot\u0159eby a v\u00fdroby pap\u00edru.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eNa\u0161t\u011bst\u00ed se ve\u0159ejn\u00e9 org\u00e1ny i \u0161irok\u00e1 ve\u0159ejnost st\u00e1le v\u00edce zaj\u00edmaj\u00ed o digit\u00e1ln\u00ed technologie a digit\u00e1ln\u00ed zne\u010di\u0161t\u011bn\u00ed je p\u0159edm\u011btem kritiky. Rozhoduj\u00edc\u00ed \u010dinitel\u00e9 si nyn\u00ed mus\u00ed uv\u011bdomit, \u017ee pap\u00edr p\u0159edstavuje odpov\u011bdnou alternativu k \u00fadajn\u011b udr\u017eiteln\u00e9mu digit\u00e1ln\u00edmu sv\u011btu.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V sou\u010dasn\u00e9 dob\u011b prob\u00edhaj\u00ed v\u00fdznamn\u00e9 zm\u011bny v legislativ\u011b, kter\u00e9 by mohly m\u00edt dopad na pap\u00edrensk\u00fd sektor \u2013 zejm\u00e9na na let\u00e1ky distribuovan\u00e9 do schr\u00e1nek. Mohl byste to pros\u00edm bl\u00ed\u017ee vysv\u011btlit?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eV posledn\u00edch letech byla p\u0159ijata \u0159ada z\u00e1kon\u016f na ochranu \u017eivotn\u00edho prost\u0159ed\u00ed. V\u017edy se zam\u011b\u0159ovaly na konkr\u00e9tn\u00ed zp\u016fsob vyu\u017eit\u00ed pap\u00edru. V\u017edy v\u0161ak chyb\u011bla seri\u00f3zn\u00ed studie dopad\u016f a opakovala se stejn\u00e1 chyba: z\u00e1konod\u00e1rci si p\u0159edstavovali, \u017ee se bude spot\u0159ebov\u00e1vat m\u00e9n\u011b pap\u00edru, a t\u00edm p\u00e1dem dojde i k men\u0161\u00edmu zne\u010di\u0161t\u011bn\u00ed. Ve skute\u010dnosti se v\u0161ak v\u017edy stane prav\u00fd opak: lid\u00e9 st\u00e1le pot\u0159ebuj\u00ed komunikovat, a tak p\u0159ech\u00e1zej\u00ed na digit\u00e1ln\u00ed formu. Ned\u00e1vn\u00e9 studie ukazuj\u00ed, \u017ee zne\u010di\u0161t\u011bn\u00ed zp\u016fsoben\u00e9 digit\u00e1ln\u00edmi technologiemi je vy\u0161\u0161\u00ed a st\u00e1le roste, ale pro ob\u010dany je bohu\u017eel neviditeln\u00e9.\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To plat\u00ed pro faktury, kde maj\u00ed spole\u010dnosti povinnost p\u0159ej\u00edt na elektronickou fakturaci. Tot\u00e9\u017e plat\u00ed pro reklamu, kde prob\u00edh\u00e1 pilotn\u00ed projekt zam\u011b\u0159en\u00fd na omezen\u00ed rozn\u00e1\u0161ky let\u00e1k\u016f do schr\u00e1nek. Tot\u00e9\u017e plat\u00ed i pro pap\u00edrov\u00e9 \u00fa\u010dtenky, o kter\u00e9 si mus\u00ed z\u00e1kazn\u00edk u prodejce s\u00e1m po\u017e\u00e1dat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V ka\u017ed\u00e9m z t\u011bchto p\u0159\u00edpad\u016f dot\u010den\u00e9 spole\u010dnosti ozn\u00e1mily, \u017ee hodlaj\u00ed vyvinout digit\u00e1ln\u00ed alternativy, p\u0159i\u010dem\u017e se op\u00edraly o zav\u00e1d\u011bj\u00edc\u00ed ekologick\u00e9 argumenty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organizace Two Sides France v\u0161ak tyto spole\u010dnosti vyz\u00fdv\u00e1, aby sv\u00e1 tvrzen\u00ed o \u201egreenwashingu\u201c podlo\u017eily d\u016fkazy, a dokonce podala n\u011bkolik st\u00ed\u017enost\u00ed u \u00da\u0159adu pro reklamu, p\u0159i\u010dem\u017e poka\u017ed\u00e9 usp\u011bla.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vzhledem k va\u0161im zku\u0161enostem s poradenstv\u00edm klient\u016fm v oblasti orientace v cirkul\u00e1rn\u00ed ekonomice \u2013 jakou d\u016fle\u017eitou roli hraj\u00ed tisk a pap\u00edr s ohledem na rostouc\u00ed p\u0159echod n\u011bkter\u00fdch trh\u016f k digit\u00e1ln\u00edm technologi\u00edm?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201ePap\u00edr je z hlediska udr\u017eitelnosti a efektivity m\u00e9dium prvn\u00ed t\u0159\u00eddy. Je ji\u017e dob\u0159e zdokumentov\u00e1no, \u017ee pap\u00edr se sn\u00e1ze pou\u017e\u00edv\u00e1 a lidem se d\u00edky n\u011bmu informace l\u00e9pe zapamatuj\u00ed. Je tak\u00e9 faktem, \u017ee z hlediska dopadu na \u017eivotn\u00ed prost\u0159ed\u00ed pat\u0159\u00ed pap\u00edr mezi nejlep\u0161\u00ed materi\u00e1ly v\u016fbec, jeliko\u017e je biologick\u00e9ho p\u016fvodu, poch\u00e1z\u00ed z udr\u017eiteln\u00fdch zdroj\u016f, vyr\u00e1b\u00ed se p\u0159ev\u00e1\u017en\u011b s vyu\u017eit\u00edm obnoviteln\u00fdch zdroj\u016f energie, je recyklovateln\u00fd a ve velk\u00e9 m\u00ed\u0159e se tak\u00e9 recykluje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dakolem organizace Two Sides je upozornit organizace na to, \u017ee se m\u00fdl\u00ed ve sv\u00e9 volb\u011b a \u017ee riskuj\u00ed svou pov\u011bst t\u00edm, \u017ee lidem namlouvaj\u00ed, \u017ee digit\u00e1ln\u00ed \u0159e\u0161en\u00ed jsou prakti\u010dt\u011bj\u0161\u00ed a ekologi\u010dt\u011bj\u0161\u00ed, zat\u00edmco zku\u0161enosti jejich z\u00e1kazn\u00edk\u016f jsou zcela odli\u0161n\u00e9 a studie dokl\u00e1daj\u00ed prudk\u00fd n\u00e1r\u016fst digit\u00e1ln\u00edho zne\u010di\u0161t\u011bn\u00ed.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u010casto sl\u00fdch\u00e1me, \u017ee \u201eodklon od pap\u00edru\u201c a p\u0159echod na digit\u00e1ln\u00ed form\u00e1t jsou pro podnik\u00e1n\u00ed i \u017eivotn\u00ed prost\u0159ed\u00ed lep\u0161\u00ed. Do jak\u00e9 m\u00edry je to pravda a m\u016f\u017eete n\u00e1m p\u0159ibl\u00ed\u017eit fakta, kter\u00e1 lidem v budoucnu pomohou \u010dinit informovan\u00e1 rozhodnut\u00ed?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eMarketingov\u00e1 odd\u011blen\u00ed by m\u011bla p\u0159ehodnotit sv\u00e9 p\u0159edstavy o tom, co pova\u017euj\u00ed za modern\u00ed a praktick\u00e9. Organizace Two Sides ka\u017ed\u00e9 dva roky prov\u00e1d\u00ed pr\u016fzkum, z n\u011bho\u017e vypl\u00fdv\u00e1, \u017ee lid\u00e9 pova\u017euj\u00ed digit\u00e1ln\u00ed form\u00e1t za nepohodln\u00fd, maj\u00ed obavy z toho, jak jsou jejich \u00fadaje vyu\u017e\u00edv\u00e1ny, a cht\u011bj\u00ed m\u00edt mo\u017enost volby bez dodate\u010dn\u00fdch n\u00e1klad\u016f. Spole\u010dnost, kter\u00e1 toto zohledn\u00ed, zlep\u0161\u00ed z\u00e1kaznickou zku\u0161enost i svou reputaci a vyvaruje se rizika greenwashingu, kter\u00fd je dnes ve Francii pova\u017eov\u00e1n za klamavou obchodn\u00ed praktiku trestanou vysok\u00fdmi pokutami.\u201c<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u017divotopis a \u00favod Ian Bates, \u0159editel pro marketing a partnerstv\u00ed organizace Two Sides, vedl rozhovor s Janem Le Mouxem, gener\u00e1ln\u00edm \u0159editelem spole\u010dnosti Revipac, \u0159editelem pro ob\u011bhov\u00e9 hospod\u00e1\u0159stv\u00ed v organizaci Copacel a vedouc\u00edm kampan\u011b organizace Two Sides France. \u201eR\u00e1d bych p\u0159iv\u00edtal Jana Le Mouxe v r\u00e1mci s\u00e9rie rozhovor\u016f Two Sides Insight. Jane, je mi pot\u011b\u0161en\u00edm, \u017ee [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3056,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6286","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>Two Sides Insight \u2013 Rozhovor s Janem Le Mouxem, z\u00e1stupcem spole\u010dnosti Copacel a vedouc\u00edm kampan\u011b organizace Two Sides France - Two Sides<\/title>\n<meta name=\"description\" content=\"Ian Bates, \u0159editel pro marketing a partnerstv\u00ed organizace Two Sides, vedl rozhovor s Janem Le Mouxem, gener\u00e1ln\u00edm \u0159editelem spole\u010dnosti Revipac, \u0159editelem pro ob\u011bhov\u00e9 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