{"id":26464,"date":"2021-07-07T09:35:16","date_gmt":"2021-07-07T09:35:16","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26464"},"modified":"2021-07-07T09:35:17","modified_gmt":"2021-07-07T09:35:17","slug":"the-hm-way-for-goodwashing","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/the-hm-way-for-goodwashing\/","title":{"rendered":"The H&M Way for Goodwashing"},"content":{"rendered":"\n

Quand l\u2019Adetem a lanc\u00e9 l\u2019initiative Responsables !, je me doutais bien que toutes les entreprises n\u2019allaient pas brusquement passer d\u2019un business model enti\u00e8rement centr\u00e9 sur les profits \u00e0 court terme \u2013 et la rentabilit\u00e9 de l\u2019action en bourse \u2013 \u00e0 un mod\u00e8le plus respectueux de la plan\u00e8te et des hommes.<\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

Je soup\u00e7onnais \u00e9galement que quelques-uns allaient tricher, et donc pratiquer le Goodwashing comme d\u2019autres pratiques le Greenwashing \u2026 mais je n\u2019imaginais pas d\u2019adeptes du double langage, vertueux face aux parties prenantes et \u00ab\u00a0r\u00e9alistes\u00a0\u00bb<\/em> face aux actionnaires.<\/p>\n\n\n\n

Depuis, j\u2019ai d\u00e9cid\u00e9 d\u2019ouvrir une nouvelle rubrique sur mon blog, tr\u00e8s sobrement intitul\u00e9s \u00ab menteurs \u00bb<\/em>, et de centrer le projecteur sur ces entreprises qui maquillent un peu trop vulgairement leur image.<\/p>\n\n\n\n

Premier \u00e9pingl\u00e9 \u00e0 inaugurer la chronique : Karl-Johan Persson<\/strong>, Pr\u00e9sident de H&M, qui signe cet \u00e9ditorial<\/a> sur \u00ab nos valeurs et nos lignes de conduites \u00bb<\/em> : \u00ab Nous menons notre activit\u00e9 selon \u00ab\u00a0the H&M Way\u00a0\u00bb c\u2019est-\u00e0-dire de fa\u00e7on \u00e9thique, honn\u00eate et responsable \u00bb<\/em> \u2026 mais que c\u2019est beau.<\/p>\n\n\n\n

Et de pr\u00e9ciser : \u00ab Nos clients connaissent bien la mode et recherchent \u00e0 la fois le meilleur design et une qualit\u00e9 irr\u00e9prochable. Ils attachent aussi une grande importance \u00e0 l\u2019\u00e9co-responsabilit\u00e9, aussi bien du point de vue des mati\u00e8res utilis\u00e9es que de l\u2019empreinte carbone caus\u00e9e par le transport de nos produits vers les magasins. Notre objectif est de toujours \u00eatre \u00e0 l\u2019avant-garde en mati\u00e8re de d\u00e9veloppement durable car c\u2019est un aspect essentiel de notre offre client\u00e8le \u00bb.<\/em><\/p>\n\n\n\n

Mais que c\u2019est beau !<\/p>\n\n\n\n

Sauf que je lis dans Lib\u00e9ration<\/a> que \u00ab la multinationale su\u00e9doise a annonc\u00e9 la fermeture de son seul entrep\u00f4t fran\u00e7ais \u00bb <\/em>: belle annonce en d\u00e9but de p\u00e9riode estivale, quand la majorit\u00e9 des Fran\u00e7ais ne pensent qu\u2019\u00e0 leurs vacances \u2026 enfin sans masques !<\/p>\n\n\n\n

\u00ab Son seul entrep\u00f4t fran\u00e7ais \u00bb <\/em>: cela signifie que les 1000 magasins hexagonaux seront d\u00e9sormais approvisionn\u00e9s par des entrep\u00f4ts bas\u00e9s en Belgique, Italie ou Espagne : quel g\u00e2chis environnemental alors que le site vis\u00e9 se situait au Bourget \u00ab en face de voies de chemin de fer, \u00e0 quelques kilom\u00e8tres des canaux de Saint-Denis et de l\u2019Ourcq, une position strat\u00e9gique dans la r\u00e9gion la plus dense d\u2019Europe. Las, des poids lourds feront du site \u00e0 site de l\u2019\u00e9tranger vers tous les magasins hexagonaux \u00bb<\/em>.<\/p>\n\n\n\n

Alors Karl-Johan Persson, r\u00e9ellement soucieux de \u00ab\u00a0l\u2019empreinte carbone caus\u00e9e par le transport de nos produits vers les magasins\u00a0\u00bb\u00a0<\/em>?<\/p>\n\n\n\n

On peut pardonner \u00e0 des entreprises qui font des efforts notables pour am\u00e9liorer leur empreinte carbone de \u00ab\u00a0camoufler\u00a0\u00bb<\/em> provisoirement certaines lacunes, mais prendre des d\u00e9cisions totalement d\u00e9lib\u00e9r\u00e9es dans le mauvais sens comme H&M, \u00e7a sent un peu trop le foutage de gueule\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Quand l\u2019Adetem a lanc\u00e9 l\u2019initiative Responsables !, je me doutais bien que toutes les entreprises n\u2019allaient pas brusquement passer d\u2019un business model enti\u00e8rement centr\u00e9 sur les profits \u00e0 court terme \u2013 et la rentabilit\u00e9 de l\u2019action en bourse \u2013 \u00e0 un mod\u00e8le plus respectueux de la…<\/p>\n","protected":false},"author":2,"featured_media":26465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[576],"tags":[577,578,579,212],"yoast_head":"\nThe H&M Way for Goodwashing - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/the-hm-way-for-goodwashing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The H&M Way for Goodwashing - 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