{"id":174,"date":"2016-10-13T15:22:28","date_gmt":"2016-10-13T14:22:28","guid":{"rendered":"https:\/\/slovaksuperbrands.com\/blog\/?p=174"},"modified":"2016-10-28T16:53:53","modified_gmt":"2016-10-28T15:53:53","slug":"mal-som-prazdnu-nadrz-musel-som-tankovat-v-bp","status":"publish","type":"post","link":"https:\/\/slovaksuperbrands.com\/blog\/mal-som-prazdnu-nadrz-musel-som-tankovat-v-bp\/","title":{"rendered":"Lekcia v greenwashingu alebo ako som mal pr\u00e1zdnu n\u00e1dr\u017e a musel som tankova\u0165 v BP"},"content":{"rendered":"

\u010cerpacie stanice s\u00fa v\u00a0samotnej svojej podstate environment\u00e1lna katastrofa a\u00a0je jedno, \u010di sa bav\u00edme o\u00a0Shell, OMV, Slovnaft alebo \u201eBP\u201c. Zna\u010dka BP si v\u0161ak v\u00a0mojom rebr\u00ed\u010dku environment\u00e1lnych\u00a0 pokrytcov vysl\u00fa\u017eila jednozna\u010dn\u00e9 prvenstvo. Ja osobne by som na\u00a0benz\u00ednke BP nikdy nenechal ani cent.\u201c <\/em>Toto som s\u00a0ob\u013eubou vravel mojim \u0161tudentom na hodin\u00e1ch marketingu, ke\u010f sme preberali spolo\u010densk\u00fa zodpovednos\u0165 firiem. Platilo to a\u017e do momentu, ke\u010f som sa s\u00a0kolegom vracal z\u00a0pracovnej cesty v\u00a0Po\u013esku a\u00a0zasvietila mi kontrolka: pr\u00e1zdna n\u00e1dr\u017e. \u0160iroko \u010faleko nebola \u017eiadna benz\u00ednka a\u00a0ke\u010f to po p\u00e1r desiatkach kilometrov vyzeralo u\u017e z\u00fafalo, na obzore sa objavila BP.<\/p>\n

Neost\u00e1valo mi ni\u010d in\u00e9, len vyhodi\u0165 smerovku a\u00a0so sklopen\u00fdmi u\u0161ami natankova\u0165 aspo\u0148 p\u00e1r litrov. Kde sa ale zobrala t\u00e1to moja nen\u00e1vis\u0165 k\u00a0jednej nevinne p\u00f4sobiacej zna\u010dke s\u00a0priate\u013esky vyzeraj\u00facim zelen\u00fdm logom?\u00a0 \u201e<\/em>Nesl\u00e1vne zn\u00e1my pr\u00edbeh greenwashingu zna\u010dky BP sa za\u010dal p\u00edsa\u0165 v\u00a090tych rokoch, ke\u010f firma utratila mili\u00f3ny dol\u00e1rov na kampane hl\u00e1saj\u00face, \u017ee benz\u00edn nem\u00e1 \u017eiadny z\u00e1sadn\u00fd vplyv na \u017eivotn\u00e9 prostredie. Nesk\u00f4r utratila \u010fal\u0161ie mili\u00f3ny na to, aby zmenila svoju fas\u00e1du (logo a aj n\u00e1zov) tak, aby vyzerali \u201eeko priate\u013esky\u201c. Prisp\u00f4sobil sa aj vzh\u013ead rekl\u00e1m, z\u00a0ktor\u00fdch okrem infantilnosti vy\u017earuje aj jednozna\u010dn\u00fd claim, \u017ee zna\u010dka BP chr\u00e1ni \u017eivotn\u00e9 prostredie.<\/p>\n

\"bp\"<\/p>\n

\u00dapln\u00e1 pohroma a\u00a0to doslova, v\u0161ak nastala a\u017e v\u00a0roku 2010, ke\u010f explodovala ropn\u00e1 plo\u0161ina BP v\u00a0Mexickom z\u00e1live. \u0160koda sa stala, biznis v\u0161ak be\u017e\u00ed \u010falej a\u00a0zna\u010dka sa v\u00a0snahe zachr\u00e1ni\u0165\u00a0 svoje dobr\u00e9 meno rozhodla pre extr\u00e9mne rie\u0161enie.\u00a0 Utratila tis\u00edce dol\u00e1rov denne, celkovo a\u017e do v\u00fd\u0161ky nieko\u013ek\u00fdch mili\u00f3nov na n\u00e1kup v\u0161etk\u00fdch k\u013e\u00fa\u010dov\u00fdch slov v\u00a0Googli a\u00a0Yahoo, s\u00favisiacich s\u00a0touto t\u00e9mou. Je viac ne\u017e ist\u00e9, \u017ee tieto peniaze mohli by\u0165 omnoho \u00fa\u010delnej\u0161ie vynalo\u017een\u00e9 na odstra\u0148ovanie d\u00f4sledkov katastrofy alebo na v\u00fdskum\u00a0 technol\u00f3gi\u00ed, ktor\u00e9 by mohli chr\u00e1ni\u0165 \u017eivotn\u00e9 prostredie. Stru\u010dne a\u00a0jasne, na ceste v Po\u013esku som prispel sumou 80 Zlotych (asi 20 \u20ac) na greenwashing zna\u010dky BP.<\/p>\n

Slovo \u201egreenwashing\u201c prv\u00fd kr\u00e1t odznelo v\u00a090tych rokoch minul\u00e9ho storo\u010dia a\u00a0ozna\u010duje zneu\u017e\u00edvanie zelen\u00e9ho marketingu. Tento pojem sa ve\u013emi r\u00fdchlo udom\u00e1cnil a v\u00a0odborn\u00fdch kruhoch je u\u017e takmer kli\u0161\u00e9 hovori\u0165 o\u00a0siedmich hriechoch greenwashingu, ktor\u00e9 definovala environment\u00e1lne orientovan\u00e1 kanadsk\u00e1 agent\u00fara TerraChoice. Agent\u00fara ohodnotila tis\u00edcky rekl\u00e1m a\u00a0na z\u00e1klade presne stanoven\u00fdch krit\u00e9ri\u00ed definovala 7 hriechov, ktor\u00fdmi sa firmy dop\u00fa\u0161\u0165aj\u00fa greenwashingu. Kli\u0161\u00e9 alebo nie, nepozn\u00e1m exempl\u00e1rnej\u0161\u00ed pr\u00edklad toho, ako identifikova\u0165 zna\u010dku, ktor\u00e1 sa len tv\u00e1ri, \u017ee je zelen\u00e1. Ak si chcete spravi\u0165 sk\u00fa\u0161ku spr\u00e1vnosti a\u00a0zisti\u0165, \u010di je zna\u010dka ktor\u00fa kupujete naozaj spolo\u010densky zodpovedn\u00e1 alebo sa tak len tv\u00e1ri, pre\u010d\u00edtajte si u\u017e spom\u00ednan\u00fdch 7 hriechov greenwashingu:<\/p>\n

    \n
  1. Skryt\u00fd kompromis \u2013<\/strong> Tvrdenie, \u017ee zna\u010dka alebo produkt je \u0161etrn\u00fd k\u00a0\u017eivotn\u00e9mu prostrediu, na z\u00e1klade jednej alebo nieko\u013eko m\u00e1lo vlastnost\u00ed. Napr. \u201en\u00edzka spotreba\u201c, ke\u010f celkovo preva\u017euj\u00fa negat\u00edva, spo\u010d\u00edvaj\u00face napr. v\u00a0ne\u0161etrnom v\u00fdrobnom procese. Tie\u017e sa v\u00e1m p\u00e1\u010di, ak\u00e9 \u0161etrn\u00e9 k\u00a0\u017eivotn\u00e9mu prostrediu s\u00fa nov\u00e9 aut\u00e1 SUV?<\/li>\n
  2. Tvrdenie bez d\u00f4kazu<\/strong> – Tvrdenie, ktor\u00e9 nie je mo\u017en\u00e9 alebo je problematick\u00e9 overi\u0165. S\u00a0ob\u013eubou sa napr. na produktoch pou\u017e\u00edva ozna\u010denie BIO. Aj vy ste u\u017e ochutnali bio jogurty zna\u010dky Danone?<\/li>\n
  3. V\u00e1gne tvrdenia<\/strong> – u\u017e\u00edvanie pojmov, pri ktor\u00fdch je \u0165a\u017ek\u00e9 zisti\u0165, pr\u00edpadne ur\u010di\u0165, \u010do vlastne znamenaj\u00fa. Ekologick\u00fd, bez z\u00e1\u0165a\u017ee na \u017eivotn\u00e9 prostredie, priate\u013esk\u00fd k\u00a0prostrediu… rozm\u00fd\u0161\u013eali ste niekedy nad t\u00fdm, \u010do vlastne tieto tvrdenia znamenaj\u00fa? Ve\u013emi ob\u013e\u00faben\u00fd pr\u00edklad je ke\u010f produkt uvedie, \u017ee je. \u201epr\u00edrodn\u00fd\u201c. Arz\u00e9n a\u00a0ur\u00e1nium s\u00fa v\u0161ak tie\u017e pr\u00edrodn\u00e9 a\u00a0tie\u017e by ste si ich nechceli da\u0165 na ve\u010deru.<\/li>\n
  4. Nerelevantn\u00e9 tvrdenie<\/strong> – podnik uv\u00e1dza tvrdenia, ktor\u00e9 s\u00edce m\u00f4\u017eu by\u0165 pravdiv\u00e9, no u\u017e nemaj\u00fa v\u00a0dne\u0161nej dobe svoj v\u00fdznam a nevz\u0165ahuj\u00fa sa k zabehnutej praxi. Ob\u013e\u00faben\u00fd pr\u00edklad je pri predaji pr\u00e1\u010dok bez fre\u00f3nov. Tie s\u00fa ale predsa u\u017e roky zak\u00e1zan\u00e9 pod\u013ea z\u00e1kona nie?<\/li>\n
  5. Men\u0161ie zlo<\/strong> \u2013 Tvrdenia, ktor\u00e9 s\u00edce m\u00f4\u017eu by\u0165 pravdiv\u00e9 v\u00a0jednej kateg\u00f3rii, ale odv\u00e1dzaj\u00fa pozornos\u0165 od negat\u00edvnych dopadov celej kateg\u00f3rie. Napr. Cigarety z\u00a0bio tabaku. Tie predsa faj\u010diarom ubl\u00ed\u017eia menej ako tie z\u00a0klasick\u00e9ho tabaku nie?<\/li>\n
  6. Klamstvo<\/strong> – Podnik \u0161\u00edri o\u00a0svojich v\u00fdrobkoch nepravdiv\u00e9 inform\u00e1cie, ktor\u00e9 sa ak\u00fdmko\u013evek sp\u00f4sobom sna\u017eia navodi\u0165 falo\u0161n\u00fd dojem, \u017ee s\u00fa ekologick\u00e9.<\/li>\n
  7. U\u017e\u00edvanie falo\u0161n\u00fdch ozna\u010den\u00ed<\/strong>, ktor\u00e9 vyzeraj\u00fa, \u017ee s\u00fa schv\u00e1len\u00e9 tre\u0165ou stranou, \u010do v\u0161ak nie je pravda. Mnoh\u00e9 zna\u010dky rady ude\u013euj\u00fa svojim produktom vlastn\u00e9 certifik\u00e1ty, ktor\u00e9 v\u0161ak vyrobili ich vlastn\u00ed grafici a\u00a0nalepili ich na vlastn\u00e9 v\u00fdrobky.<\/li>\n<\/ol>\n

    Akon\u00e1hle sa zna\u010dka dopust\u00ed \u010do len jedn\u00e9ho z\u00a0t\u00fdchto hriechov, automaticky je zaraden\u00e1 do kateg\u00f3rie \u201egreenwashing\u201c. \u00a0A\u00a0tak sa n\u00e1m zna\u010dky veselo zelenaj\u00fa. Keby mal McDonald vznikn\u00fa\u0165 dnes, tak bude jeho logo zelen\u00e9, vlastne \u010do to vrav\u00edm, ve\u010f ono u\u017e je zelen\u00e9. Ak by sa ma niekto op\u00fdtal, \u010di \u201erebranding\u201c ktor\u00fd spolo\u010dnos\u0165 podst\u00fapila za posledn\u00fdch 10 rokov je jednozna\u010dne prvopl\u00e1nov\u00fd greenwashing, odpovedal by som, \u017ee samozrejme.<\/p>\n

    Zazelenalo sa im logo, \u010derven\u00fa nahradila zelen\u00e1, interi\u00e9ry predajn\u00ed, obaly na hamburgery, samotn\u00e9 predajne a vlastne v\u0161etko je dnes laden\u00e9 do pr\u00edrodn\u00fdch farieb. T\u00e1to zmena je ale sprev\u00e1dzan\u00e1 aspo\u0148 malinkou snahou o\u00a0vlastn\u00e9 zlep\u0161ovanie, otvorenos\u0165 a\u00a0poskytovanie \u00fadajov a\u00a0inform\u00e1ci\u00ed svojim z\u00e1kazn\u00edkom. Re\u010d je o kampani \u201eNa rovinu\u201c. \u00a0Ka\u017ed\u00fd sa m\u00f4\u017ee otvorene na tejto str\u00e1nke sp\u00fdta\u0165 \u010doko\u013evek oh\u013eadom McDonaldu a marketingov\u00ed pracovn\u00edci spolo\u010dnosti mu odpovedia. Snaha sa s\u00edce cen\u00ed, bohu\u017eia\u013e aj tu je st\u00e1le \u010do vylep\u0161ova\u0165, ke\u010f\u017ee mnoh\u00e9 odpovede s\u00fa nejednozna\u010dn\u00e9, a\u017e zav\u00e1dzaj\u00face. Pr\u00edkladov na greenwashing a\u00a0zelen\u00fd rebranding by sa dalo uvies\u0165 ve\u013emi ve\u013ea, sta\u010d\u00ed sa rozhliadnu\u0165 okolo. Ako s\u00fa na tom v\u00a0tomto smere slovensk\u00e9 zna\u010dky, si m\u00f4\u017eeme poveda\u0165 v\u00a0\u010fal\u0161om \u010dl\u00e1nku.<\/p>\n

    Jakub Holl\u00fd\u00a0 \u00a0CEO AdBird.sk, zakladaj\u00faci \u010dlen spr\u00e1vnej rady rovnomennej n.o.\u00a0 a\u00a0doktorand na FMK UCM v\u00a0Trnave.<\/p>\n","protected":false},"excerpt":{"rendered":"

    \u010cerpacie stanice s\u00fa v\u00a0samotnej svojej podstate environment\u00e1lna katastrofa a\u00a0je jedno, \u010di sa bav\u00edme o\u00a0Shell, OMV, Slovnaft alebo \u201eBP\u201c. Zna\u010dka BP si v\u0161ak v\u00a0mojom rebr\u00ed\u010dku environment\u00e1lnych\u00a0 pokrytcov vysl\u00fa\u017eila jednozna\u010dn\u00e9 prvenstvo. Ja osobne by som na\u00a0benz\u00ednke BP nikdy nenechal ani cent.\u201c Toto som s\u00a0ob\u013eubou vravel mojim \u0161tudentom na hodin\u00e1ch marketingu, ke\u010f sme preberali spolo\u010densk\u00fa zodpovednos\u0165 firiem. Platilo to a\u017e do momentu, ke\u010f som sa s\u00a0kolegom vracal z\u00a0pracovnej cesty v\u00a0Po\u013esku a\u00a0zasvietila mi kontrolka: pr\u00e1zdna n\u00e1dr\u017e. \u0160iroko \u010faleko nebola … <\/p>\n

    Continue reading “Lekcia v greenwashingu alebo ako som mal pr\u00e1zdnu n\u00e1dr\u017e a musel som tankova\u0165 v BP”<\/span><\/a><\/div>\n","protected":false},"author":30,"featured_media":222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[22],"tags":[35,19,47,46,25,48,18,4,49],"_links":{"self":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/174"}],"collection":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/comments?post=174"}],"version-history":[{"count":8,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/174\/revisions"}],"predecessor-version":[{"id":225,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/posts\/174\/revisions\/225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media\/222"}],"wp:attachment":[{"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/media?parent=174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/categories?post=174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/slovaksuperbrands.com\/blog\/wp-json\/wp\/v2\/tags?post=174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}