{"id":1518,"date":"2021-03-15T17:03:34","date_gmt":"2021-03-15T16:03:34","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/uncategorized\/lipocrisia-green-e-servita-chi-dice-di-esserlo-al-42-non-lo-e\/"},"modified":"2021-03-17T12:34:23","modified_gmt":"2021-03-17T11:34:23","slug":"green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/","title":{"rendered":"Green hypocrisy was useful: 42% of those who say they are, are not"},"content":{"rendered":"<h4><em><strong>In marketing communication, there is a huge problem with claims on sustainability, according to a survey carried out in Europe by ICPEN<\/strong><\/em><\/h4>\n<p>ICPEN is the acronym for<strong> International Consumer Protection Enforcement Network<\/strong>. A recent research of theirs, involving also the fashion world (and, for example, food and cosmetics), <strong>reveals green hypocrisy<\/strong>. They discovered that <strong>42% of the slogans<\/strong> by companies self-promoting their green excellence are \u201cexaggerated, false or deceitful\u201d.<\/p>\n<h3>Green hypocrisy unmasked<\/h3>\n<p>Those companies, as stated by ICPEN, use words that are not only misleading, but openly deceitful, \u201cso much that they can be qualified as <strong>unfair marketing activities<\/strong>, according to EU regulations\u201d. The most abused terms (deprived of their real meaning) are, mainly, \u201ceco\u201d, \u201csustainable\u201d and \u201cbio\u201d, which turn out to be tools of an <strong>evident greenwashing<\/strong>.<\/p>\n<h3>A vague and generic lexicon<\/h3>\n<p>ICPEN examined <strong>344 ambiguous announcements<\/strong>, where the authors of the survey have identified two kinds of malice. \u201cIn 59% of cases, the seller did not support their statements by easily accessible scientific evidence. In 37% of cases, <strong>a fuzzy and generic lexicon<\/strong> is used, which can lead the consumer to get the wrong end of the stick on the lack of a negative product impact on the environment\u201d.<\/p>\n<p>We are, in a way, in the same territory where the tanning industry has been fighting for years against <strong>the proselytes of eco leather<\/strong> (and of all related neologisms). As everyone should know, eco leather is leather tanned respecting the standards set out by UNI. But in common language, after years of dangerous greenwashing, it ended up identifying alternative materials. In Italy, the <a href=\"https:\/\/www.laconceria.it\/en\/magazine-archive\/frequently-asked-questions\/\" target=\"_blank\" rel=\"noopener\"><strong>Law Decree<\/strong><\/a> about Leather, which came into force on <strong>24th October 2020<\/strong>, finally put things in order. But unluckily, as even the ICPEN survey demonstrates, <a href=\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/what-we-talk-about-when-we-talk-about-sustainability\/\" target=\"_blank\" rel=\"noopener\">the situation is extremely complicated<\/a>. And far from being solved.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In marketing communication, there is a huge problem with claims on sustainability, according to a survey carried out in Europe by ICPEN ICPEN is the acronym for International Consumer Protection Enforcement Network. A recent research of theirs, involving also the fashion world (and, for example, food and cosmetics), reveals green hypocrisy. They discovered that 42%&hellip;<\/p>\n","protected":false},"author":2,"featured_media":1506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[129],"tags":[143,144,142],"thb-sponsors":[],"class_list":["post-1518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-green-corner-en","tag-circularity","tag-fashion","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Green hypocrisy was useful: 42% of those who say they are, are not - LINEAPELLE MAGAZINE - Beyond the fair, a world of ideas<\/title>\n<meta name=\"description\" content=\"Green hypocrisy is served: those who say they are, 42% are not, says ICPEN (International Consumer Protection Enforcement Network)\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Green hypocrisy was useful: 42% of those who say they are, are not - LINEAPELLE MAGAZINE - Beyond the fair, a world of ideas\" \/>\n<meta property=\"og:description\" content=\"Green hypocrisy is served: those who say they are, 42% are not, says ICPEN (International Consumer Protection Enforcement Network)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\" \/>\n<meta property=\"og:site_name\" content=\"LINEAPELLE MAGAZINE - Beyond the fair, a world of ideas\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-15T16:03:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-17T11:34:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ez4bf9hng96.exactdn.com\/wp-content\/uploads\/ipocrisia-green-servita.jpg?strip=all&lossy=1&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"980\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ivana Basso\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\"},\"author\":{\"name\":\"Ivana Basso\",\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/#\/schema\/person\/6564162956791ef00f0d561dba2de05a\"},\"headline\":\"Green hypocrisy was useful: 42% of those who say they are, are not\",\"datePublished\":\"2021-03-15T16:03:34+00:00\",\"dateModified\":\"2021-03-17T11:34:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\"},\"wordCount\":306,\"publisher\":{\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ez4bf9hng96.exactdn.com\/wp-content\/uploads\/ipocrisia-green-servita.jpg?strip=all\",\"keywords\":[\"circularity\",\"fashion\",\"sustainability\"],\"articleSection\":[\"Green Corner\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\",\"url\":\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/green-hypocrisy-was-useful-42-of-those-who-say-they-are-are-not\/\",\"name\":\"Green hypocrisy was useful: 42% of those who say they are, are not - 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