Yintoni into eluhlaza?

Ukusasazwa kwendalo eluhlaza, ngcaciso, "kukuzama ukuzikhusela ngokunikela ngemali kwiiprojekthi zendalo, amanyathelo e-PR okanye efanayo. njengoko ikakhulu sisazi ngendalo nokusingqongileyo ". Inokuthatyathwa kumbandela "wokwenza ingqondo" - uhlobo lolawulo okanye ubuqhetseba beengcinga.

Kutheni le nto iinkampani zisenza uhlaza?

Iinkampani ezininzi ziphantsi koxinzelelo olukhulu kule ntshukumo yemozulu yanamhlanje njengoko ibango labathengi liyatshintsha. Kugxininiswa kakhulu kwiimveliso ze-organic, eco-friendly kwaye ezifanelekileyo, kwaye ukuprintwa okuhle ngasemva kwephakheji ngoku kuyafundwa.

Ukucocwa eluhlaza kunceda iinkampani ukuba ziphucule umfanekiso wazo ngokuthenga imveliso ngesazela esicocekileyo. Yenzelwe oko kwaye kunjalo ngokusingqongileyo uyakuthanda nokumba nzulu-iinkampani zifuna ixabiso eliphezulu. Ukuba iimveliso zithengiswa ngokuthembekileyo, imigaqo yendawo esingqongileyo ilawulwa kancinci.

Iindlela zokusasaza uhlaza

Ngokwe Portal Change Global Portal, kukho ezinye iindlela ezisetyenziswa ziinkampani ukugcina umfanekiso oluhlaza:

1. Intsingiselo engekhoyo: Umzekelo, kusekho iimveliso zentengiso enombhalo obhalwe "CFC-free". Ngelixa kuyinyani, olu lwazi alunangxaki ngenxa yokuba ipropellant ivinjelwe eJamani ukusukela kwiminyaka ye-90.
2. obfuscation: Iimpawu ezingalunganga "zifihliwe" ngamabinzana afanelekileyo. Umzekelo: iBahnkard “eluhlaza”. Oololiwe abahamba imigama emide ngoku basebenzisa i-100% yombane wohlaza, kodwa oku akukasebenzi kuthungelwano lomzila kaloliwe omkhulu, oko kukuthi, iindlela zothutho lwasekuhlaleni, njengoko ezi ziqhutywa ngombane wamalahle.  
3. palliation: I-Adidas ibanga ukuba ezinye zezi zihlangu zenziwe "ngePlasitiki yolwandle". Nangona kunjalo, izihlangu azenzeki ngenene kumdaka weelwandle, kodwa "uthintelwe kukuthenga (...) ukuba inkunkuma yeplastiki ingena elwandle". Isebenza njani ngqo le nto, masithi nje. Into yokuba i-Adidas ithengisa ngezigidi ezine zeempahla ezingasetyenziswanga unyaka nonyaka icekeceke apha.
4. iingxelo zobuxoki: Wakhe wafunda umbhalo othi "Ngaba uqinisekisiwe Biology?" Ngokokwenyani, le ilebhile ayikho - oko kukuthi, yenza intetho ebubuxoki.
5. Amagama angaqhelekanga: Apha, amagama anje ngala "ndalo" okanye "luhlaza" asetyenziswa ukuchaza imveliso, nangona amagama ngokunxulumene nemveliso athetha nto.

Kuthetha ntoni ukutshisa ubushushu eluhlaza kuthi?

Ingxaki enkulu, kuba ukungafunwa kwezinto eziluhlaza kukukhohlisa ngabom ngabathengi. Kithina abathengi, oko kuthetha ukuba kufuneka sinake ingqalelo ngakumbi. Kwelinye icala, ulwazi malunga noncedo Iindlela kunye neendlela zeshishini njengoko zichaziwe apha ngasentla. Oku kungenziwa ngokusesikweni cachet kukwazisa ukuba uphephe ingxelo ebubuxoki. Ngokuka Thorge Jans ovela kubahleli be-RESET, "imveliso entsha enjengeziqhamo kunye nemifuno inokuqinisekiswa ukuba iimveliso ezivela kwindawo engqongileyo. Ummandla yiza (...) kwaye zonyaka". Ukuthenga ngaphandle kwexesha okanye umda kuthetha neendlela ezinde zokuhamba kwaye ke siyakumema ukuba ukopishe xa unyusa uzinzo.

Kwaye okokugqibela, ewe, kukwakho nengqondo ecacileyo kunye nemibuzo elula-ngaba ukupakisha okuluhlaza kwemveliso nako kunobuhlobo kwindalo? Ngaba ukusela iikreyiti ezintathu zebhiya kungasindisa amahlathi emvula?

Ulwazi olungaphezulu, amanqaku kunye nezifundo ezivela kwinqaku le-RESET: https://reset.org/knowledge/greenwashing-%E2%80%93-die-dunkle-seite-der-csr