Greenwashing je marketingov\u00e1 strategie, kter\u00e1 spo\u010d\u00edv\u00e1 v\u00a0tom, \u017ee spole\u010dnosti prezentuj\u00ed sv\u00e9 produkty, slu\u017eby nebo aktivity jako ekologicky \u0161etrn\u00e9, p\u0159esto\u017ee ve skute\u010dnosti maj\u00ed negativn\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n\n
Greenwashing je \u010dasto pou\u017e\u00edv\u00e1n fosiln\u00edmi korporacemi, kter\u00e9 cht\u011bj\u00ed zakr\u00fdt svou roli v klimatick\u00e9 krizi a z\u00edskat si d\u016fv\u011bru spot\u0159ebitel\u016f, investor\u016f nebo regul\u00e1tor\u016f. Aktu\u00e1ln\u00ed anal\u00fdza<\/a> proveden\u00e1 hnut\u00edm Greenpeace st\u0159edn\u00ed a v\u00fdchodn\u00ed Evropy (CEE) odhalila, \u017ee dvan\u00e1ct p\u0159edn\u00edch evropsk\u00fdch spole\u010dnost\u00ed, zab\u00fdvaj\u00edc\u00edch se produkc\u00ed fosiln\u00edch paliv, nad\u00e1le klame ve\u0159ejnost ohledn\u011b sv\u00e9 ochoty sni\u017eovat sv\u016fj vliv na klimatick\u00e9 zm\u011bny t\u00edm, \u017ee p\u0159ejdou na obnoviteln\u00e9 zdroje energie.<\/p>\n\n Z anal\u00fdzy v\u00fdro\u010dn\u00edch zpr\u00e1v \u0161esti nejv\u011bt\u0161\u00edch sv\u011btov\u00fdch spole\u010dnost\u00ed v oblasti fosiln\u00edch paliv a \u0161esti evropsk\u00fdch ropn\u00fdch a plyn\u00e1rensk\u00fdch spole\u010dnost\u00ed za rok 2022 vypl\u00fdv\u00e1, \u017ee pouze nepatrn\u00fdch 0,3 % jejich celkov\u00e9 v\u00fdroby energie v dan\u00e9m roce poch\u00e1zelo z obnoviteln\u00fdch zdroj\u016f.<\/p>\n\n Pouze zlomek investic korporac\u00ed jde na obnoviteln\u00e9 zdroje<\/strong><\/p>\n\n Situace se pravd\u011bpodobn\u011b v dohledn\u00e9 budoucnosti nezm\u011bn\u00ed, nebo\u0165 zpr\u00e1va ukazuje, \u017ee v roce 2022 z investic 12 spole\u010dnost\u00ed \u0161lo do zelen\u00e9 energie pouze 7,3 % (6,57 miliardy eur) – zb\u00fdvaj\u00edc\u00edch 92,7 % (81,52 miliardy eur) sm\u011b\u0159ovalo do fosiln\u00edho byznysu a v n\u011bkter\u00fdch p\u0159\u00edpadech dokonce podporovalo jeho expanzi<\/p>\n\n Zpr\u00e1va tak\u00e9 odhaluje, \u017ee \u201eBig Oil\u201c sabotuje klimatick\u00e1 opat\u0159en\u00ed prost\u0159ednictv\u00edm z\u00e1m\u011brn\u00e9ho pou\u017e\u00edv\u00e1n\u00ed greenwashingov\u00e9ho jazyka, kompenzac\u00ed emis\u00ed, zve\u0159ej\u0148ov\u00e1n\u00ed pouze \u010d\u00e1ste\u010dn\u00fdch \u00fadaj\u016f zakr\u00fdvaj\u00edc\u00edch realitu a propagace technologi\u00ed, kter\u00e9 odv\u00e1d\u011bj\u00ed pozornost od re\u00e1ln\u00fdch \u0159e\u0161en\u00ed klimatick\u00e9 krize. Nic nenasv\u011bd\u010duje tomu, \u017ee by do\u0161lo k z\u00e1sadn\u00ed zm\u011bn\u011b v hlavn\u00ed aktivit\u011b tohoto odv\u011btv\u00ed tak, aby alespo\u0148 \u010d\u00e1ste\u010dn\u011b p\u0159isp\u011blo k p\u0159echodu na \u010distou energii.<\/p>\n\n Fosiln\u00ed spole\u010dnosti n\u00e1s tahaj\u00ed za nos<\/strong><\/p>\n\n Spole\u010dnosti BP, Equinor, Wintershall Dea a TotalEnergies ve skute\u010dnosti v roce 2022 sn\u00ed\u017eily sv\u00e9 investice do n\u00edzkouhl\u00edkov\u00fdch a obnoviteln\u00fdch produkt\u016f ve srovn\u00e1n\u00ed s rokem 2021.<\/p>\n\n I p\u0159esto, \u017ee v\u0161ech dvan\u00e1ct zkouman\u00fdch spole\u010dnost\u00ed ve\u0159ejn\u011b sl\u00edbilo, \u017ee do roku 2050 dos\u00e1hnou klimatick\u00e9 neutrality a opakovan\u011b zd\u016fraz\u0148uj\u00ed sv\u00e9 investice do obnoviteln\u00fdch zdroj\u016f energie, \u017e\u00e1dn\u00e1 z nich doposud nedok\u00e1zala vypracovat komplexn\u00ed strategii pro dosa\u017een\u00ed tohoto c\u00edle. Dle zpr\u00e1vy t\u00e9m\u011b\u0159 v\u0161echny pl\u00e1nuj\u00ed udr\u017eet nebo dokonce zv\u00fd\u0161it t\u011b\u017ebu ropy a zemn\u00edho plynu do roku 2030.<\/p>\n\n \u010cist\u00e1 Energie Z\u00edt\u0159ka, nebo sp\u00ed\u0161e \u010cesk\u00fd Ekologick\u00fd Zlo\u010din?<\/strong><\/p>\n\n Dal\u0161\u00edm p\u0159\u00edklad greenwashingu m\u016f\u017eeme nal\u00e9zt i u n\u00e1s v \u010cesku. Polost\u00e1tn\u00ed spole\u010dnost \u010cEZ, kter\u00e1 se prezentuje jako l\u00eddr v oblasti energetick\u00e9 transformace a ochrany klimatu a hrd\u011b se ozna\u010duje za \u010cistou Energii Z\u00edt\u0159ka, p\u0159itom st\u00e1le provozuje n\u011bkolik uheln\u00fdch elektr\u00e1ren<\/a>, kter\u00e9 pat\u0159\u00ed mezi v\u00fdznamn\u00e9nejv\u011bt\u0161\u00ed zne\u010di\u0161\u0165ovatele v Evrop\u011b. Spole\u010dnost tak\u00e9 prodala sv\u00e9 obnoviteln\u00e9 zdroje v Rumunsku a Bulharsku a nyn\u00ed prosazuje prodlou\u017een\u00ed t\u011b\u017eby <\/a>hn\u011bd\u00e9ho uhl\u00ed v severn\u00edch \u010cech\u00e1ch na velkolomu B\u00edlina, co\u017e by m\u011blo devastuj\u00edc\u00ed dopad na krajinu, klima i zdrav\u00ed lid\u00ed.<\/p>\n\n Jak odhalit greenwashing<\/strong><\/p>\n\n Greenwashing je obt\u00ed\u017en\u00e9 odhalit, proto\u017ee spole\u010dnosti \u010dasto pou\u017e\u00edvaj\u00ed nejasn\u00e9 nebo zav\u00e1d\u011bj\u00edc\u00ed term\u00edny, jako jsou \u201ezelen\u00fd\u201c, \u201eudr\u017eiteln\u00fd\u201c nebo \u201enulov\u00fd\u201c. Greenwashing tak\u00e9 vyu\u017e\u00edv\u00e1 emocion\u00e1ln\u00ed apely, atraktivn\u00ed vizu\u00e1ly \u010di selektivn\u00ed prezentaci dat. Abychom poznali greenwashing, je t\u0159eba kriticky zkoumat informace, kter\u00e9 spole\u010dnosti poskytuj\u00ed, a hledat nez\u00e1visl\u00e9 zdroje, kter\u00e9 ov\u011b\u0159uj\u00ed jejich tvrzen\u00ed. Je tak\u00e9 d\u016fle\u017eit\u00e9 sledovat celkov\u00fd dopad spole\u010dnosti na \u017eivotn\u00ed prost\u0159ed\u00ed, nikoli jen jednotliv\u00e9 projekty nebo iniciativy.<\/p>\n\n Jednou z\u00a0cest jak \u010delit greenwashingu je podporovat organizace, kter\u00e9 bojuj\u00ed proti l\u017eiv\u00e9 reklam\u011b a\u00a0po\u017eaduj\u00ed transparentnost a\u00a0odpov\u011bdnost od fosiln\u00edch korporac\u00ed. M\u016f\u017eeme tak\u00e9 ovlivnit chov\u00e1n\u00ed spole\u010dnost\u00ed t\u00edm, \u017ee budeme preferovat ty, kter\u00e9 skute\u010dn\u011b investuj\u00ed do \u010dist\u00e9 energie a\u00a0sni\u017euj\u00ed svou uhl\u00edkovou stopu. A\u00a0kone\u010dn\u011b po\u017eadujme od na\u0161ich politick\u00fdch z\u00e1stupc\u016f, aby p\u0159ijali siln\u00e1 opat\u0159en\u00ed proti klimatick\u00e9 zm\u011bn\u011b a\u00a0nepodl\u00e9hali tlaku fosiln\u00ed lobby.<\/p>\n\n Text vy\u0161el na Seznam M\u00e9dium.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Greenwashing je marketingov\u00e1 strategie, kter\u00e1 spo\u010d\u00edv\u00e1 v\u00a0tom, \u017ee spole\u010dnosti prezentuj\u00ed sv\u00e9 produkty, slu\u017eby nebo aktivity jako ekologicky \u0161etrn\u00e9, p\u0159esto\u017ee ve skute\u010dnosti maj\u00ed negativn\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n","protected":false},"author":74,"featured_media":19305,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"p4_og_title":"","p4_og_description":"","p4_og_image":"","p4_og_image_id":"","p4_seo_canonical_url":"","p4_campaign_name":"","p4_local_project":"","p4_basket_name":"","p4_department":"","footnotes":""},"categories":[4],"tags":[20,26,25],"p4-page-type":[16],"class_list":["post-19304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energeticka-revoluce","tag-zmena-klimatu","tag-obnovitelne-zdroje","tag-konec-doby-fosilni","p4-page-type-clanek"],"_links":{"self":[{"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/posts\/19304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/users\/74"}],"replies":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/comments?post=19304"}],"version-history":[{"count":1,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/posts\/19304\/revisions"}],"predecessor-version":[{"id":19306,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/posts\/19304\/revisions\/19306"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/media\/19305"}],"wp:attachment":[{"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/media?parent=19304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/categories?post=19304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/tags?post=19304"},{"taxonomy":"p4-page-type","embeddable":true,"href":"https:\/\/www.greenpeace.org\/czech\/wp-json\/wp\/v2\/p4-page-type?post=19304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}