Zonke izinkampani ezisekele inqubomgomo yazo ngokuthengisa imikhiqizo nezinsizakalo ezisuselwa enqubeni yokuphila okungezona eze ngaso sonke isikhathi zizodlala ngokulingana ngamasu wazo okuthengisa. Khumbula ukuthi ukumaketha kunamasu ahlukahlukene inhloso yawo kuphela ukuthengisa imikhiqizo. I- greenwashing kusho ukuwashwa okuluhlaza kwefomu futhi kubhekise emikhubeni emibi eyenziwa ezinye izinkampani lapho ziletha umkhiqizo. Lo mkhiqizo uvame ukwethulwa njengobungani bemvelo, yize kungenjalo.
Ngakho-ke, kule ndatshana sizokutshela ukuthi i-Greenwashing isebenza kanjani, ukuthi kufanele uyiqaphele kanjani nokuthi yiziphi izici zayo.
Isebenza kanjani i-Greenwashing
Akuzona zonke izinkampani ezisebenzisa izinqubomgomo zomkhiqizo zokuziphatha nezokuziphatha. Inhloso enkulu ukuthengisa nokwenza inzuzo enkulu yemali. Izinkampani eziningi zisebenzisa amasu wokumaketha okuluhlaza lapho zisithengisela khona umbono womkhiqizo lapho umkhiqizo awuhambisani nalokho esinikezwe kona. Luhlobo lwezimonyo zombukeli noma iklayenti elingahle libe khona ukuze linikeze umbono oyiphutha ngento engayihloniphi kangako imvelo.
Kufana nokuvela komqondo wendabuko wokugcotshwa kwesithombe lapho kuvela khona izindinganiso ezithile ezinhle zamasiko ezinkampani noma zezikhungo lapho amacala amaningi engenalo uhlobo oluthile lokuziphatha futhi azame nje ukuhlanza isithombe sawo ukuze angalahlekelwa noma buyisa amakhasimende.
Kungashiwo ukuthi i-Greenwashing Kuqondwa njengokungeniswa komphakathi maqondana nephutha noma umbono ohlukile womkhiqizo, egcizelela iziqinisekiso zemvelo zenkampani, umuntu noma umkhiqizo uma zingabalulekile noma zingenasisekelo. Kalula nje, izinkampani zisebenzisa ukuthambekela kokuziphatha okubi kwabantu abasebenzisa ngendlela efanele ukubhekela izinsizakalo nemikhiqizo ethile. Lezi zinkomba zizama ukuqinisa ukuguquguquka kokuziphatha nokuziphatha okuphela ekwakhiweni kwendlela yokuziphatha, etholakala kumthetho wezenhlalo, ethintekayo. Lawa magugu ngokuvamile asuselwa ekusimeni nasekuvikelweni kwemvelo.
Ukuvimbela nokuqashelwa
Ngomzamo wokuvimbela ukuhlanzwa kweGreenwashing, kwenziwa umzamo wokuxwayisa amakhasimende nezinkampani ngamasu ahlukene wokumaketha ayenziwayo. Ake sibone amanye amasu ezinye izinkampani ezenza ngawo i-Greenwashing:
- Basebenzisa ulimi oluyindida: imvamisa yimigomo noma amagama angenayo incazelo ecacile. Isibonelo, kumalebula amaningi sithola ibinzana elithi "abangane bemvelo". Lokhu akunasisekelo sangempela, ngoba awukwazi ukuba ngumngane wemvelo.
- Okubizwa ngemikhiqizo eluhlaza zisetshenziswa kabanzi emkhakheni wezimonyo zokuhlanza. Lezi yizinkampani ezinikezela ngemikhiqizo ehlanza ngokuphelele ngemibala eluhlaza nezithombe zemvelo nokuqabuka. Kodwa-ke, ngesikhathi sokukhiqizwa nokusetshenziswa kwale mikhiqizo, amanzi emifula eseduze angcoliswe kakhulu. Endabeni yezimonyo, inikeza isithombe sempilo ephelele, ngenkathi kwenziwa le mikhiqizo, kudingeka inani elikhulu lezakhi zamakhemikhali ezingcolisa imvelo.
- Izithombe eziyela ngasocansini: imvamisa sithola ezinye zifakwe ilebula lezithombe zezindiza ezishiya umzila wezimbali emoyeni. Kuyabonakala ukuthi inkanyezi ingukungcola futhi bazama ukukufihla ngezimbali ezisemoyeni.
- Imilayezo engasebenzi: Imvamisa sithola izimfanelo eziningi zemvelo ezintweni eziningi lapho zingenalo uhlobo lokufaneleka.
- Ukubandakanya kokuhamba phambili kusigaba sayo: lokhu kuyisihluthulelo. Umkhiqizo noma inkampani kuvame ukumenyezelwa njengokusimama okukhulu noma okuluhlaza kakhulu kunabanye ngombono wayo. Isibonelo, imibiko eminingi yaminyaka yonke yezinkampani ivame ukusho ukuthi zisimeme kakhulu noma zingcolise ngaphansi kunezinye izinkampani.
- Kukhona lokho hlaziya umkhiqizo wonkana: Isibonelo esicacile yizitshalo zenuzi ezikhuthazwa njengezingcolisa kakhulu, lapho empeleni zisebenzisa ubungozi obukhulu nokungcolisa izibaseli ukuthola amandla. Elinye icala ugwayi. Bazama ukuyenza ibukeke njengomkhiqizo ophilayo ovela ezweni uqobo futhi basebenzise umbala oluhlaza okwesibhakabhaka kanye namaphakethe ukuyenza ibukeke iphilile.
Izindlela zokukhomba ukugeza okuhlaza okotshani
Kumalebula amaningi emikhiqizo bavame ukusebenzisa ulimi oludidayo olufaka amagama noma amabinzana abhekisa ezinzuzweni eziqhubekayo nezemvelo. Lezi zilimi zivame ukudideka kangangokuba kungochwepheshe bezimboni kuphela abakwazi ukuziqonda. Izinkampani ezinkulu zingaba nokuhlukaniswa noma inkampani encane ehlangabezana nezindinganiso zemvelo nokusimama.
Baphinde basebenzise izimangalo ngaphandle kobufakazi besayensi obusekelwa yizinhlangano ezisemthethweni. Imishwana efana nokuthi "kungaba umkhiqizo omuhle kakhulu" "ingaqinisekiswa ukuthi". Le misho izama ukugwema zonke izithombe zezindawo ezingcoliswe lapho kuvame ukuhlotshaniswa nazo. Ukuxhumana okubonakalayo kuyindlela elula yokuhlonza i-Greenwashing. Lezi ngezinye zezincomo zokuhlonza lezi zinhlobo zamasu.
Sizobona ezinye zezibonelo zakudala kakhulu ze-Greenwashing. Ama-yogurts wemvelo kwakufanele ashintshe igama, yize kusekhona abantu abaningi abanomqondo wokuthi umkhiqizo unempilo. Lokhu kungenye yezindlela ezinhle zokumaketha eziluhlaza ukukhohlisa izingqondo zethu. Okunye ukuhlanzwa kweGreenwash yiMcDonalds. Yinkampani esolwa ngokuqhubekayo ngokwenza imikhuba emibi futhi kwezokuxhumana bazama ukuthengisa ukuthi izinto zabo zokusetshenziswa zitholakala emithonjeni eqhubeka ngokuqhubekayo. Ngaphezu kwalokho, bazama ukupenda izindawo zokudlela eziningi ziluhlaza futhi bashiye eceleni umbala obomvu wakudala obulokhu ubaphawule njalo.
Esinye isibonelo ngesama-bioplastics azama ukwenza umuntu acabange ukuthi amabhodlela enziwe ngezinto zokwakha eziphilayo. Empeleni azinjalo. Ekuphetheni, kungashiwo ukuthi izinkampani zizama ukugeza okuluhlaza zisebenzisa isu elijwayelekile lokongiwa kwemvelo ukukhohlisa umphakathi ukuthi ukholelwe ukuthi bazothenga imikhiqizo eqhubeka kahle. Ngempela umuntu akayeki ukusimangaza futhi wonke lo mbono kufanele uqedwe.
Ngiyethemba ukuthi ngalolu lwazi ungafunda kabanzi mayelana nokuthi i-Greenwashing iyini, ukuthi ungayibona kanjani nokuthi yiziphi izici zayo.