{"id":1888,"date":"2023-01-23T13:04:46","date_gmt":"2023-01-23T13:04:46","guid":{"rendered":"https:\/\/remarkable.se\/?p=1888"},"modified":"2023-01-23T13:05:10","modified_gmt":"2023-01-23T13:05:10","slug":"greenwashing","status":"publish","type":"post","link":"https:\/\/remarkable.se\/sv\/greenwashing\/","title":{"rendered":"M\u00e4nniska och milj\u00f6 \u2013 tv\u00e5 viktiga fr\u00e5gor f\u00f6r varum\u00e4rken"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1888\" class=\"elementor elementor-1888\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-53f9db2e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"53f9db2e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-88a987a\" data-id=\"88a987a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6dd3725 elementor-widget elementor-widget-text-editor\" data-id=\"6dd3725\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Konsumenter och marknadschefer \u00e4r \u00f6verens om att det har blivit allt viktigare f\u00f6r varum\u00e4rken att ta st\u00e4llning i etiska fr\u00e5gor. Marknadsf\u00f6rare anser att\nmilj\u00f6arbetet \u00e4r det som \u00e4r viktigast att lyfta fram, medans m\u00e4nskliga r\u00e4ttigheter toppar listan hos konsumenterna. <\/strong><\/p>\n<p>Ett v\u00e4xande klimathot och or\u00e4ttvisor i samh\u00e4llet har bidragit till ett \u00f6kat behov av kollektivt\nansvarstagande. Idag anser 7 av 10 marknadschefer att det \u00e4r viktigt att varum\u00e4rken\ntar st\u00e4llning, och att det \u00e4r en avg\u00f6rande fr\u00e5ga f\u00f6r deras kunder. Trots detta \u00e4r det f\u00e4rre marknadsf\u00f6rare som tar st\u00e4llning i sina kampanjer \u00e4n de som ser f\u00f6rdelarna med det.<\/p>\n<p><strong>Varf\u00f6r tar inte alla f\u00f6retag st\u00e4llning?<\/strong><\/p>\n<p>1 av 10 marknadschefer anser inte att det \u00e4r n\u00f6dv\u00e4ndigt att ta st\u00e4llning i etiska och\npolitiska fr\u00e5gor. Det kan bero p\u00e5 att f\u00f6retaget eller varum\u00e4rket inte vill f\u00f6rknippas med politik och d\u00e4rmed tappa kunder som inte h\u00e5ller med. En annan anledning \u00e4r att m\u00e4nniskor idag \u00e4r skeptiska till huruvida st\u00e4llningstaganden i marknadsf\u00f6ring verkligen \u00e4r sanna och uppriktiga. Idag ser vi uttryck som <em>naturligt, organiskt, milj\u00f6v\u00e4nligt, gr\u00f6nt<\/em> och<em> h\u00e5llbart<\/em> som urholkats till f\u00f6ljd av greenwashing.<\/p>\n<p><strong>Vad \u00e4r greenwashing?<\/strong><\/p>\n<p>Begreppet greenwashing myntades 1986 i en debatt d\u00e4r hotellbranschen framsta\u0308llde a\u030ateranva\u0308ndandet av handdukar som milj\u00f6v\u00e4nligt, na\u0308r det i sja\u0308lva verket handlade om att spara pengar.<\/p>\n<p>Idag anv\u00e4nds ben\u00e4mningen greenwashing i sammanhang d\u00e4r f\u00f6retag och varum\u00e4rken f\u00f6rs\u00f6ker framsta\u0308lla sin produkt som ba\u0308ttre fo\u0308r miljo\u0308n och klimatet a\u0308n vad den a\u0308r. Det kan till exempel vara att man anva\u0308nder na\u030agot som \u00e4r eller ser ut att vara\nbra fo\u0308r miljo\u0308n till att avleda fra\u030an na\u030agot negativt.<\/p>\n<p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-31314ed elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"31314ed\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9526ec3\" data-id=\"9526ec3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d60e158 elementor-widget elementor-widget-heading\" data-id=\"d60e158\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Tre tips f\u00f6r dig som vill ta st\u00e4llning <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-86b5806 elementor-widget elementor-widget-text-editor\" data-id=\"86b5806\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Slutsatsen \u00e4r att ett st\u00e4llningstagande \u00e4r v\u00e4rdefullt, men att det m\u00e5ste vara \u00e4kta. H\u00e4r har vi listat tre saker som du kan b\u00f6rja fokusera p\u00e5 redan idag, som ocks\u00e5 handlar om att ta st\u00e4llning:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-506403c elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"506403c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Behandla anst\u00e4llda med medk\u00e4nsla och respekt<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Integrera era v\u00e4rderingar i det operativa arbetet<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Fokusera p\u00e5 m\u00f6jligheterna i din verksamhet, ist\u00e4llet f\u00f6r p\u00e5verkan<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6bca693 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6bca693\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2f61428\" data-id=\"2f61428\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5ff17b elementor-widget elementor-widget-text-editor\" data-id=\"c5ff17b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>K\u00e4lla: <em>Trustpilot.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Consumers and marketing managers agree that it has become increasingly important for brands to take a stand on ethical issues. Marketers believe that environmental measures are the most important to highlight, while initiatives pertaining to human rights top the list for consumers. Looming climate change and social injustice have contributed to a greater need for [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Human rights and the environment \u2013 \u200b\u200btwo important issues for brands &#8212; Remarkable<\/title>\n<meta name=\"description\" content=\"Consumers and marketers agree that it has become increasingly important for brands to take a stand on ethical issues. Read our summary here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/remarkable.se\/sv\/greenwashing\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Human rights and the environment \u2013 \u200b\u200btwo important issues for brands &#8212; Remarkable\" \/>\n<meta property=\"og:description\" content=\"Consumers and marketers agree that it has become increasingly important for brands to take a stand on ethical issues. Read our summary here.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/remarkable.se\/sv\/greenwashing\/\" \/>\n<meta property=\"og:site_name\" content=\"Remarkable\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-23T13:04:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-23T13:05:10+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/remarkable.se\/wp-content\/uploads\/2023\/01\/Remarkable_manniska_miljo_1200x629px.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"629\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Skriven av\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ber\u00e4knad l\u00e4stid\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/remarkable.se\\\/#\\\/schema\\\/person\\\/4463409f68edf517e13dbcde0fc2e1ca\"},\"headline\":\"Human rights and the environment \u2013 \u200b\u200btwo important issues for brands\",\"datePublished\":\"2023-01-23T13:04:46+00:00\",\"dateModified\":\"2023-01-23T13:05:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/\"},\"wordCount\":369,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/remarkable.se\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/Remarkable_manniska_miljo_1200x629px.jpg\",\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"sv-SE\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/\",\"url\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/\",\"name\":\"Human rights and the environment \u2013 \u200b\u200btwo important issues for brands &#8212; Remarkable\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/remarkable.se\\\/greenwashing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/remarkable.se\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/Remarkable_manniska_miljo_1200x629px.jpg\",\"datePublished\":\"2023-01-23T13:04:46+00:00\",\"dateModified\":\"2023-01-23T13:05:10+00:00\",\"description\":\"Consumers and marketers agree that it has become increasingly important for brands to take a stand on ethical issues. 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