{"id":8302,"date":"2023-04-25T08:22:47","date_gmt":"2023-04-25T08:22:47","guid":{"rendered":"https:\/\/twosides.info\/driver-du-med-greenhushing\/"},"modified":"2023-04-25T08:22:47","modified_gmt":"2023-04-25T08:22:47","slug":"driver-du-med-greenhushing","status":"publish","type":"post","link":"https:\/\/twosides.info\/no\/driver-du-med-greenhushing\/","title":{"rendered":"Driver du med \u00abgreenhushing\u00bb?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Med det \u00f8kte fokuset p\u00e5 selskaper som fremsetter villedende p\u00e5stander om milj\u00f8prestasjonene sine, er mange redde for \u00e5 publisere b\u00e6rekraftsarbeidet sitt av frykt for at det skal bli gransket n\u00f8ye. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Verden har endelig begynt \u00e5 v\u00e5kne opp til praksisen med gr\u00f8nnvasking. Etter flere \u00e5r med selskaper som har fremsatt villedende p\u00e5stander om milj\u00f8prestasjonene sine, innf\u00f8rer myndigheter og tilsynsorganer n\u00e5 strenge regler for hva som kan og ikke kan sies i markedskommunikasjon, samt hvilke tiltak selskaper m\u00e5 gjennomf\u00f8re for \u00e5 dokumentere sannheten i milj\u00f8p\u00e5stander.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men knapt har ordet \u00abgreenwashing\u00bb blitt allment kjent f\u00f8r et nytt ord begynner \u00e5 dukke opp: greenhushing. Greenhushing defineres som en praksis som springer ut av merkevarers frykt for \u00e5 fremst\u00e5 som om de driver med gr\u00f8nnvasking, og blir stadig mer utbredt blant selskaper som er bekymret for \u00e5 bli gransket eller bedt om \u00e5 dokumentere p\u00e5standene sine \u2013 ogs\u00e5 de som gj\u00f8r en sv\u00e6rt god innsats innen b\u00e6rekraft.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hold munn og fortsett som f\u00f8r<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If\u00f8lge en <a href=\"https:\/\/www.southpole.com\/news\/going-green-then-going-dark\" target=\"_blank\" rel=\"noopener\">unders\u00f8kelse utf\u00f8rt av klimakonsulentselskapet South Pole<\/a> har nesten en fjerdedel av 1 200 ledere innen b\u00e6rekraft ingen planer om \u00e5 offentliggj\u00f8re klimam\u00e5lene sine, til tross for at antallet selskaper med vitenskapsbaserte m\u00e5l har \u00f8kt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selskaper ser ut til \u00e5 st\u00e5 overfor et dilemma: Forbrukerne krever at de offentliggj\u00f8r milj\u00f8verdiene sine og hva de gj\u00f8r med klimakrisen, men selskapene er bekymret for at alle p\u00e5stander vil bli gransket, og at de risikerer negativ omtale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abSelskaper blir bedt om \u00e5 forplikte seg til og dokumentere h\u00f8yere ambisjonsniv\u00e5er\u00bb, forklarer Aron Cramer, president og administrerende direkt\u00f8r i den b\u00e6rekraftige n\u00e6ringslivsorganisasjonen BSR. \u00abSamtidig kan de enten bli utsatt for motreaksjoner i sosiale medier eller m\u00f8te juridiske problemer hvis budskapet deres ligger for langt foran det de faktisk oppn\u00e5r.\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selv om mange merkevarer legger genuine planer for \u00e5 oppn\u00e5 karbonn\u00f8ytralitet, f\u00f8ler de seg ute av stand til \u00e5 kommunisere disse planene av frykt for grundig gransking. Dette kan ikke bare skade virksomheten deres p\u00e5 kort sikt, men ogs\u00e5 avskrekke andre merkevarer fra \u00e5 gjennomf\u00f8re viktig b\u00e6rekraftsarbeid.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c6rlighet varer lengst<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e5r det gjelder markedskommunikasjon, er det selvsagt fortsatt gr\u00f8nnvasking som utgj\u00f8r den st\u00f8rste bekymringen for milj\u00f8et. Selskaper overdriver fortsatt milj\u00f8innsatsen sin og bagatelliserer den skadelige effekten utslippene deres har p\u00e5 klimaendringene. Den nylige flodb\u00f8lgen av annonser rundt <a href=\"https:\/\/twosides.info\/earth-day-2023\/\" target=\"_blank\" rel=\"noopener\">Earth Day<\/a> fra selskaper med d\u00e5rlige milj\u00f8prestasjoner viser at mange merkevarer enn\u00e5 ikke tar lovgivningen mot gr\u00f8nnvasking p\u00e5 alvor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men for dem som gj\u00f8r det, er n\u00f8kkelen til effektiv og sannferdig kommunikasjon \u00e5penhet. Hvis en merkevare er \u00e6rlig om b\u00e6rekraftsarbeidet sitt og utfordringene den st\u00e5r overfor, b\u00f8r det ikke v\u00e6re noe problem. Og det er sannsynlig at forbrukerne vil sette pris p\u00e5 \u00e6rligheten og forst\u00e5 at det ikke finnes noen rask l\u00f8sning p\u00e5 klimaproblemet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hvis du vil ha mer informasjon om Two Sides-kampanjen mot gr\u00f8nnvasking, kan du g\u00e5 til <\/strong><a href=\"https:\/\/twosides.info\/no\/mot-gronnvasking\/\"><strong>www.twosides.info\/anti-greenwash<\/strong><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong> Hvis du oppdager tilfeller av gr\u00f8nnvasking, kan du sende detaljene p\u00e5 e-post til <\/strong><a href=\"mailto:greenwash@twosides.info\" target=\"_blank\" rel=\"noopener\"><strong>greenwash@twosides.info<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Med det \u00f8kte fokuset p\u00e5 selskaper som fremsetter villedende p\u00e5stander om milj\u00f8prestasjonene sine, er mange redde for \u00e5 publisere b\u00e6rekraftsarbeidet sitt av frykt for at det skal bli gransket n\u00f8ye. Verden har endelig begynt \u00e5 v\u00e5kne opp til praksisen med gr\u00f8nnvasking. Etter flere \u00e5r med selskaper som har fremsatt villedende p\u00e5stander om milj\u00f8prestasjonene sine, innf\u00f8rer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8302","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>Driver du med \u00abgreenhushing\u00bb? - Two Sides<\/title>\n<meta name=\"description\" content=\"Definert som en praksis som springer ut av merkevarers frykt for \u00e5 fremst\u00e5 som om de driver med gr\u00f8nnvasking, blir greenhushing stadig mer utbredt \u2026\" \/>\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\/no\/driver-du-med-greenhushing\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Driver du med \u00abgreenhushing\u00bb? 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