{"id":2872,"date":"2012-06-14T16:37:03","date_gmt":"2012-06-14T15:37:03","guid":{"rendered":"http:\/\/www.clairejannot.com\/?p=2872"},"modified":"2015-03-18T14:13:52","modified_gmt":"2015-03-18T13:13:52","slug":"quand-volvic-fait-du-greenwashing","status":"publish","type":"post","link":"https:\/\/claire-jannot.com\/?p=2872","title":{"rendered":"Quand Volvic fait du Greenwashing"},"content":{"rendered":"<h2><span style=\"color: #000000;\">En avril 2011, Volvic lan\u00e7ait une nouvelle bouteille de son eau min\u00e9rale 1,l. Petit rappel d&rsquo;une \u00e9co-responsabilit\u00e9-arnaque. Cet article aurait pu s\u2019intituler : quatre clich\u00e9s du greenwashing. Les voici en d\u00e9tail :<\/span><\/h2>\n<div>\n<h2><span style=\"color: #000000;\"><a href=\"https:\/\/i0.wp.com\/www.clairejannot.com\/wp-content\/uploads\/2012\/06\/volvic.jpg\"><span style=\"color: #000000;\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2885\" title=\"volvic\" src=\"https:\/\/i0.wp.com\/www.clairejannot.com\/wp-content\/uploads\/2012\/06\/volvic.jpg?resize=181%2C300\" alt=\"\" width=\"181\" height=\"300\" \/><\/span><\/a><\/span><\/h2>\n<p><span style=\"color: #000000;\"><strong>\u00ab\u00a0Premi\u00e8re bouteille d\u2019origine v\u00e9g\u00e9tale\u00a0\u00bb<\/strong>, c\u2019est ce qu\u2019on lit en premier. Mais il y a une petite ast\u00e9risque, en tout petit sur tous les supports. <strong>\u00ab\u00a0Volvic a \u00e9t\u00e9 la premi\u00e8re marque nationale \u00e0 commercialiser des bouteilles 20% d\u2019origine v\u00e9g\u00e9tale en France avec Volvic 50cL.\u00a0\u00bb<\/strong> En effet, une petite recherche rapide r\u00e9v\u00e8le au moins un pr\u00e9c\u00e9dent en 2009. Premier par rapport \u00e0 ses concurrents directs, et pour un autre format d\u2019emballage. Hum hum.\u00a0<\/span><span style=\"color: #000000;\">Et quand bien m\u00eame Volvic aurait \u00e9t\u00e9\u00a0<\/span><span style=\"color: #000000;\">number one<\/span><span style=\"color: #000000;\">\u00a0dans son secteur, quel int\u00e9r\u00eat ? Si l<strong>\u2019\u00e9co-conception est pr\u00e9sent\u00e9e comme un outil pour faire de la promotion, un doute l\u00e9gitime plane sur l\u2019engagement de la marque.<\/strong>\u00a0<\/span><\/p>\n<p><del datetime=\"2011-05-22T19:52:50+00:00\">Premi\u00e8re<\/del>\u00a0<span style=\"color: #000000;\">bouteille d\u2019origine v\u00e9g\u00e9tale, encore faudrait-il que l\u2019on puisse <strong>parler d\u2019origine v\u00e9g\u00e9tale, avec 20%<\/strong> ? Ne faudrait-il pas au grand minimum 50% pour pouvoir le pr\u00e9tendre ? Ne parlons pas du <strong>bilan carbone de l\u2019op\u00e9ration : production de la sucre de canne (s\u00fbrement pas dans le Berry), transformation en Inde (l\u2019info est sur N\u00e9oplan\u00e8te<a title=\"N\u00e9oplan\u00e8te, repaire et rep\u00e8re utile...\" href=\"http:\/\/www.neo-planete.com\/2011\/04\/11\/volvic-se-met-en-bouteille-pour-lenvironnement\/\" target=\"_blank\"><span style=\"color: #000000;\">\u00a0<\/span><\/a>).<\/strong> Parler d\u2019am\u00e9lioration, de progr\u00e8s, de d\u00e9marche de long terme, de premier pas, serait plus prudent et plus juste, sans que le b\u00e9n\u00e9fice d\u2019image soit moindre. Mais parler d\u2019une bouteille d\u2019origine v\u00e9g\u00e9tale alors qu\u2019elle ne l\u2019est qu\u2019\u00e0 1\/5\u00e8me, \u00e7a coince.<\/span><\/p>\n<p><span style=\"color: #000000;\">Autre m\u00e9canisme classique du <strong>greenwashing<\/strong> : <strong>pour un produit anti-\u00e9colo, une am\u00e9lioration \u00e0 la marge est mise en avant, pour essayer de faire oublier la nature m\u00eame du produit. Ici, l\u2019eau en bouteille. Suremballage, production superflue de plastique, possible surexploitation des ressources, privatisation d\u2019un bien commun\u2026<\/strong> L\u2019eau du robinet peut contribuer \u00e0 la r\u00e9silience,\u00a0<\/span><span style=\"color: #000000;\">mais pas l\u2019eau en bouteille.<\/span><\/p>\n<p><span style=\"color: #000000;\">Ainsi, toute pr\u00e9sentation trop laudatrice sur le contenant ne peut \u00eatre per\u00e7ue que comme une tentative de manipulation. Des progr\u00e8s sur l\u2019emballage, bonne id\u00e9e, mais de l\u00e0 \u00e0 faire de Volvic un produit parfait il y a un pas \u00e0 ne pas franchir.<\/span><\/p>\n<p><span style=\"color: #000000;\"><strong>Le plus caricatural ici est sans doute la repr\u00e9sentation graphique. Tout y est. Rarement le vert aura \u00e9t\u00e9 autant pr\u00e9sent sur un emballage.<\/strong> Les petites feuilles, les paysages de nature, le ciel bleu.\u00a0<\/span><span style=\"color: #000000;\">Reste \u00e0 inventer le bouchon vert \u00e0 20%, et ce sera parfait.<\/span><\/p>\n<h2><\/h2>\n<address><span style=\"color: #000000;\">Source :\u00a0www.communicationresponsable.fr r\u00e9dig\u00e9 par\u00a0Yonnel Poivre-Le Loh\u00e9<\/span><\/address>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>En avril 2011, Volvic lan\u00e7ait une nouvelle bouteille de son eau min\u00e9rale 1,l. Petit rappel d&rsquo;une \u00e9co-responsabilit\u00e9-arnaque. Cet article aurait pu s\u2019intituler : quatre clich\u00e9s du greenwashing. Les voici en d\u00e9tail : \u00ab\u00a0Premi\u00e8re bouteille d\u2019origine v\u00e9g\u00e9tale\u00a0\u00bb, c\u2019est ce qu\u2019on lit &hellip; <a href=\"https:\/\/claire-jannot.com\/?p=2872\">Continuer la lecture <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1,2],"tags":[58,3,39,4,5,20],"class_list":["post-2872","post","type-post","status-publish","format-standard","hentry","category-alimentation","category-ecologie","tag-alimentation-2","tag-consommation","tag-eau","tag-ecologie2","tag-environnement","tag-tri"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5jjt5-Kk","_links":{"self":[{"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/posts\/2872","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2872"}],"version-history":[{"count":1,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/posts\/2872\/revisions"}],"predecessor-version":[{"id":5445,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=\/wp\/v2\/posts\/2872\/revisions\/5445"}],"wp:attachment":[{"href":"https:\/\/claire-jannot.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/claire-jannot.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}