{"id":4002,"date":"2024-08-17T12:23:45","date_gmt":"2024-08-17T12:23:45","guid":{"rendered":"https:\/\/circular-slovakia.sk\/?p=4002"},"modified":"2024-08-17T12:26:12","modified_gmt":"2024-08-17T12:26:12","slug":"sprava-z-webinara-meranie-vplyvu-produktov-na-zivotne-prostredie","status":"publish","type":"post","link":"https:\/\/circular-slovakia.sk\/en\/2024\/08\/17\/sprava-z-webinara-meranie-vplyvu-produktov-na-zivotne-prostredie\/","title":{"rendered":"Zelen\u00e1 komunik\u00e1cia by mala by\u0165 transparentn\u00e1 a u\u013eah\u010dova\u0165 spotrebite\u013eovi n\u00e1kupn\u00e9 rozhodovanie"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4002\" class=\"elementor elementor-4002\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d4d52a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d4d52a7\" data-element_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-7bdb591\" data-id=\"7bdb591\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eaaa74c elementor-widget elementor-widget-spacer\" data-id=\"eaaa74c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a3bdbfa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a3bdbfa\" data-element_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-3cbd709\" data-id=\"3cbd709\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-66c989a elementor-widget elementor-widget-heading\" data-id=\"66c989a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Zelen\u00e1 komunik\u00e1cia by mala by\u0165 transparentn\u00e1 a u\u013eah\u010dova\u0165 spotrebite\u013eovi n\u00e1kupn\u00e9 rozhodovanie<\/h3>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-90cd66a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"90cd66a\" data-element_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-6cdc87c\" data-id=\"6cdc87c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-252cd97 elementor-widget elementor-widget-text-editor\" data-id=\"252cd97\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>21. 05. 2024 I Circular Slovakia, BLF<\/p><div class=\"text-center perex\"><p><strong>Pod\u013ea Eur\u00f3pskej komisie je viac ako polovica tvrden\u00ed o ekologickosti produktov a slu\u017eieb v\u00e1gnych, zav\u00e1dzaj\u00facich \u010di nepodlo\u017een\u00fdch. Samotn\u00ed spotrebitelia ich vo ve\u013ekej miere pova\u017euj\u00fa za marketingov\u00fd n\u00e1stroj. Z\u00e1rove\u0148 si v\u0161ak myslia, \u017ee by firmy mali venova\u0165 v\u00e4\u010d\u0161iu pozornos\u0165 informovaniu o environment\u00e1lnych a soci\u00e1lnych dopadoch svojho podnikania. Aj to s\u00fa d\u00f4vody, pre\u010do Eur\u00f3pska \u00fania prist\u00fapila k pr\u00edsnej\u0161ej regul\u00e1cii \u201ezelen\u00fdch\u201c tvrden\u00ed.<\/strong><\/p><\/div><p>Webin\u00e1r organizovan\u00fd platformami Business Leaders Forum a Circular Slovakia 15. m\u00e1ja priniesol odpovede na ot\u00e1zky legislat\u00edvnej regul\u00e1cie pou\u017e\u00edvania\u00a0\u201ezelen\u00fdch\u201c tvrden\u00ed a\u00a0ozna\u010dovan\u00ed a\u00a0tie\u017e dobr\u00fa prax firiem, ktor\u00e9 sa u\u017e dnes usiluj\u00fa o\u00a0transparentn\u00fa a\u00a0nezav\u00e1dzaj\u00facu komunik\u00e1ciu.<\/p>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-be64717 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"be64717\" data-element_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-e4c4f16\" data-id=\"e4c4f16\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b378195 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b378195\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#2c2c2c;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider 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100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d7b2e99 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d7b2e99\" data-element_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-f32c5e5\" data-id=\"f32c5e5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c5f0ac elementor-widget elementor-widget-text-editor\" data-id=\"2c5f0ac\" data-element_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<p><strong>\u010co hovor\u00ed legislat\u00edva?<\/strong><\/p><p>V marci 2024 nadobudla \u00fa\u010dinnos\u0165 Smernica o posilnen\u00ed postavenia spotrebite\u013eov v\u00a0r\u00e1mci zelenej transform\u00e1cie (<em>Directive on Empowering Consumers for the Green Transition \u2013 ECGT<\/em>). Jej cie\u013eom je obmedzi\u0165 nekal\u00e9 praktiky greenwashingu spolo\u010dnost\u00ed ako nejasn\u00e9 environment\u00e1lne ozna\u010denia, nepravdiv\u00e9 tvrdenia o\u00a0\u017eivotnosti produktov \u010di tvrdenia o\u00a0ich klimatickej neutralite. Nadv\u00e4zova\u0165 na \u0148u bude smernica o \u201ezelen\u00fdch tvrdeniach\u201c (<em>Green Claims Directive \u2013 GCD<\/em>), ktor\u00e1 m\u00e1 definova\u0165 konkr\u00e9tnu podobu opatren\u00ed v praxi. Smernica je v\u00a0legislat\u00edvnom procese a\u00a0d\u00e1tum jej prijatia bude zrejm\u00fd koncom tohto roka.<\/p><p>Eur\u00f3pska komisia si od novej regul\u00e1cie s\u013eubuje jasnej\u0161ie a d\u00f4veryhodnej\u0161ie ozna\u010dovanie v\u00fdrobkov.\u00a0<em>\u201eCie\u013eom je poskytn\u00fa\u0165 relevantn\u00e9 a\u00a0pravdiv\u00e9 inform\u00e1cie, na z\u00e1klade ktor\u00fdch m\u00f4\u017ee spotrebite\u013e vykona\u0165 informovan\u00e9 a\u00a0udr\u017eate\u013en\u00e9 n\u00e1kupn\u00e9 rozhodnutie,\u201c<\/em>\u00a0vysvetlil na webin\u00e1ri Milan \u0160imkovi\u010d, hlavn\u00fd \u0161t\u00e1tny radca na odbore ochrany spotrebite\u013ea na Ministerstve hospod\u00e1rstva.<\/p><p>\u010co v\u0161etko m\u00f4\u017ee by\u0165 pova\u017eovan\u00e9 za klamliv\u00fa praktiku? \u201e<em>Ide napr\u00edklad o uv\u00e1dzanie nerelevantn\u00fdch inform\u00e1ci\u00ed pre spotrebite\u013ea, ktor\u00e9 navodzuj\u00fa dojem ekologickosti, aj ke\u010f s\u00a0dan\u00fdm produktom nemaj\u00fa logick\u00fa s\u00favislos\u0165. Alebo porovn\u00e1vanie environment\u00e1lnych aspektov nes\u00favisiacich produktov<\/em>,\u201c pribl\u00ed\u017eil M. \u0160imkovi\u010d. Nebude tie\u017e mo\u017en\u00e9 prezentova\u0165 povinn\u00e9 charakteristiky ako obchodn\u00fa v\u00fdhodu, napr\u00edklad ak ide o chemick\u00e9 l\u00e1tky, ktor\u00e9 produkt pod\u013ea platnej legislat\u00edvy nem\u00f4\u017ee obsahova\u0165. Z\u00e1rove\u0148 bud\u00fa zak\u00e1zan\u00e9 tvrdenia o\u00a0CO2 neutralite zalo\u017een\u00e9 v\u00fdlu\u010dne na syst\u00e9moch kompenz\u00e1cie uhl\u00edka. Spolo\u010dnosti by v\u0161ak mohli vo svojej komunik\u00e1cii uv\u00e1dza\u0165 syst\u00e9my kompenz\u00e1cie uhl\u00edka, ak u\u017e svoje emisie \u010do najviac zn\u00ed\u017eili intern\u00fdmi opatreniami a tieto syst\u00e9my vyu\u017e\u00edvaj\u00fa len na zvy\u0161kov\u00e9 emisie.<\/p>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-97389a0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"97389a0\" data-element_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-5952b59\" data-id=\"5952b59\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e47fd0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4e47fd0\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-402441d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"402441d\" data-element_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-8d69f05\" data-id=\"8d69f05\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a0ee71d elementor-widget elementor-widget-text-editor\" data-id=\"a0ee71d\" data-element_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<p><strong>Bez verifik\u00e1cie tre\u0165ou stranou to nep\u00f4jde<\/strong><\/p><p>Z\u00e1sadn\u00fdm pr\u00ednosom novej legislat\u00edvy je z\u00e1kaz pou\u017e\u00edvania v\u0161eobecn\u00fdch environment\u00e1lnych tvrden\u00ed ako \u201e\u0161etrn\u00fd k \u017eivotn\u00e9mu prostrediu\u201c, \u201epr\u00edrodn\u00fd\u201c, \u201ebiologicky rozlo\u017eite\u013en\u00fd\u201c, \u201eklimaticky neutr\u00e1lny\u201c alebo \u201eekologick\u00fd\u201c, ak by boli uveden\u00e9 bez d\u00f4kazu. To znamen\u00e1, \u017ee uv\u00e1dza\u0165 ich mo\u017eno len v pr\u00edpade, \u017ee ich obchodn\u00edk m\u00f4\u017ee jasne od\u00f4vodni\u0165 a verifikova\u0165 nez\u00e1visl\u00fdm odborn\u00edkom.\u00a0<em>\u201eNie ka\u017ed\u00e9 tvrdenie v\u0161ak bude musie\u0165 by\u0165 podlo\u017een\u00e9 v\u00fdpo\u010dtami ako anal\u00fdzou \u017eivotn\u00e9ho cyklu alebo uhl\u00edkovou stopou, povolen\u00e9 bud\u00fa do ur\u010ditej miery aj sekund\u00e1rne \u00fadaje,\u201c<\/em>\u00a0uviedol M. \u0160imkovi\u010d. V\u00fdrobcovia a\u00a0obchodn\u00edci v\u0161ak bud\u00fa musie\u0165 po\u010d\u00edta\u0165 so zv\u00fd\u0161enou administrat\u00edvnou a\u00a0n\u00e1kladovou n\u00e1ro\u010dnos\u0165ou. V\u00fdnimky z\u00a0regul\u00e1cie sa o\u010dak\u00e1vaj\u00fa pre mikropodniky.<\/p><p>V E\u00da sa v s\u00fa\u010dasnosti pou\u017e\u00edva viac ako 200 environment\u00e1lnych zna\u010diek, pri\u010dom overovanie takmer polovice zna\u010diek je bu\u010f nedostato\u010dn\u00e9, alebo sa nevykon\u00e1va. V bud\u00facnosti teda bud\u00fa povolen\u00e9 u\u017e len tie zna\u010dky udr\u017eate\u013enosti, ktor\u00e9 bud\u00fa zalo\u017een\u00e9 na ofici\u00e1lnych syst\u00e9moch certifik\u00e1cie alebo zaveden\u00e9 verejn\u00fdmi org\u00e1nmi. Z\u00e1merom tie\u017e je, aby boli po\u017eiadavky na certifika\u010dn\u00e9 syst\u00e9my jednotn\u00e9 pre cel\u00fa E\u00da.<\/p><p>Pr\u00e1ve konkr\u00e9tne sp\u00f4soby verifik\u00e1cie tvrden\u00ed a certifik\u00e1ci\u00ed by mala hlb\u0161ie rozpracova\u0165 pripravovan\u00e1 smernica\u00a0<em>Green Claims<\/em>.<\/p>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bb38553 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bb38553\" data-element_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-be685a9\" data-id=\"be685a9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fa6ed41 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa6ed41\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8b6860f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8b6860f\" data-element_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-3eae429\" data-id=\"3eae429\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-085d104 elementor-widget elementor-widget-text-editor\" data-id=\"085d104\" data-element_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<p><strong>Firmy by mali venova\u0165 pozornos\u0165 informovaniu o ESG dopadoch<\/strong><\/p><p>Pod\u013ea d\u00e1t z prieskumu Ako sa m\u00e1te Slovensko, na ktorom spolupracuj\u00fa prieskumn\u00e1 agent\u00fara MNFORCE, komunika\u010dn\u00e1 agent\u00fara Seesame, Sociologick\u00fd \u00fastav SAV a \u00dastav v\u00fdskumu soci\u00e1lnej komunik\u00e1cie SAV, a\u017e 65 % respondentov pova\u017euje zverej\u0148ovanie aktiv\u00edt so spolo\u010densk\u00fdm dosahom a o dodr\u017eiavan\u00ed environment\u00e1lnych \u0161tandardov zo strany firiem za marketing. Z\u00e1rove\u0148 v\u0161ak spr\u00e1vanie firiem ovplyv\u0148uje aj z\u00e1kazn\u00edcke spr\u00e1vanie. Viac ako polovica mlad\u00fdch \u013eud\u00ed do 28 rokov preferuje zna\u010dky, ktor\u00e9 sa zav\u00e4zuj\u00fa k environment\u00e1lnej udr\u017eate\u013enosti.\u00a0<em>\u201eMy dnes vid\u00edme, \u017ee akt\u00edvne kona\u0165 zeleno a robi\u0165 zelen\u00fa komunik\u00e1ciu je d\u00f4le\u017eit\u00e9,\u201c<\/em>\u00a0skon\u0161tatovala Anna Michalkov\u00e1 z agent\u00fary Seesame.\u00a0<em>\u201eZelen\u00e1 komunik\u00e1cia je mo\u017en\u00e1 aj bez greenwashingu. Bola by \u0161koda, ak by sa firmy z\u013eakli a prestali komunikova\u0165, ve\u010f pr\u00e1ve v\u010faka tomu m\u00f4\u017eu by\u0165 in\u0161pir\u00e1ciou pre ostatn\u00fdch,\u201c<\/em>\u00a0dodala a uviedla nieko\u013eko jednoduch\u00fdch odpor\u00fa\u010dan\u00ed pre firmy.<\/p><p>Prezent\u00e1cia ve\u013ek\u00e9ho mno\u017estva \u201ezelen\u00fdch\u201c aktiv\u00edt m\u00f4\u017ee p\u00f4sobi\u0165 zav\u00e1dzaj\u00faco. Jedn\u00fdm z\u00a0princ\u00edpov by teda malo by\u0165 obmedzenie sa na aktivity, ktor\u00e9 s\u00fa napojen\u00e9 na re\u00e1lne produkty a\u00a0aktivity podnikania. Z\u00e1rove\u0148 by komunik\u00e1cia nemala podlieha\u0165 trendom.\u00a0<em>\u201eAk dlhodobo a konzistentne rob\u00edme ur\u010dit\u00e9 aktivity, je to d\u00f4veryhodnej\u0161ie, ako ke\u010f sa podria\u010fujeme kr\u00e1tkodob\u00fdm trendom,\u201c\u00a0<\/em>povedala Michalkov\u00e1. S\u00a0konzistentnos\u0165ou s\u00favis\u00ed aj autentickos\u0165 a\u00a0transparentnos\u0165. Spotrebite\u013eom umo\u017e\u0148uje jasn\u00e9 a\u00a0pochopite\u013en\u00e9 prepojenie zna\u010dky s\u00a0komunikovan\u00fdmi aktivitami. Konzistentn\u00e1 komunik\u00e1cia je z\u00e1rove\u0148 k\u013e\u00fa\u010dom k\u00a0dlhodob\u00e9mu nap\u013a\u0148aniu v\u00edzie firmy.<\/p>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5f960f7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5f960f7\" data-element_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-5eb4a63\" data-id=\"5eb4a63\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8914591 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8914591\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0f0162d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0f0162d\" data-element_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-50 elementor-top-column elementor-element elementor-element-f4ae8d3\" data-id=\"f4ae8d3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d9be864 elementor-widget elementor-widget-text-editor\" data-id=\"d9be864\" data-element_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<p><strong>Pom\u00f4c\u0165 m\u00f4\u017eu odborn\u00edci na greenwashing<\/strong><\/p><p>Anna Michalkov\u00e1 tie\u017e odpor\u00fa\u010da poradi\u0165 sa o vhodnosti pou\u017eitia konkr\u00e9tnych tvrden\u00ed s odborn\u00edkmi. Tento postup zvolila aj spolo\u010dnos\u0165 ZSE a obr\u00e1tila sa na \u010desk\u00fa iniciat\u00edvu No Greenwashing. T\u00edm iniciat\u00edvy zanalyzoval web str\u00e1nky, kde spolo\u010dnos\u0165 komunikuje svoj produkt Zelen\u00e1 elektrina od ZSE a Zelen\u00e1 energia od VSE, \u010do je dobr\u00fd pr\u00edklad zlo\u017eitej sch\u00e9my, ktor\u00e1 sa \u0165a\u017e\u0161ie marketingovo komunikuje. Sp\u00e4tn\u00e1 v\u00e4zba bola preva\u017ene pozit\u00edvna.\u00a0<em>\u201eVyzdvihli, \u017ee transparentne komunikujeme, z\u00a0ak\u00fdch obnovite\u013en\u00fdch zdrojov elektrina poch\u00e1dza, \u017ee sch\u00e9ma z\u00e1ruk p\u00f4vodu je dobre vysvetlen\u00e1 a\u00a0\u017ee zverej\u0148ujeme aj n\u00e1zor expertov. Z\u00e1rove\u0148 n\u00e1s upozornili na niektor\u00e9 zjednodu\u0161en\u00e9 \u010di nepresn\u00e9 inform\u00e1cie a\u00a0odporu\u010dili n\u00e1m da\u0165 z\u00e1kazn\u00edkovi mo\u017enos\u0165 doh\u013eada\u0165 si viac inform\u00e1ci\u00ed aj o\u00a0\u010fal\u0161\u00edch aktivit\u00e1ch, ktor\u00e9 skupina ZSE v\u00a0r\u00e1mci udr\u017eate\u013enosti rob\u00ed,\u201c<\/em>\u00a0pribl\u00ed\u017eila Henrieta Fabianov\u00e1, ESG \u0161pecialistka ZSE.<\/p><p>V\u00a0ZSE sleduj\u00fa v\u00fdvoj regul\u00e1cie zelen\u00fdch tvrden\u00ed a\u00a0problematiku greenwashingu u\u017e od minul\u00e9ho roka. Preto pod taktovkou \u010deskej iniciat\u00edvy prebehli vo firme dve \u0161kolenia na t\u00fato t\u00e9mu. Scitlivenie kolegov a\u00a0koleg\u00fd\u0148 pova\u017euje H. Fabianov\u00e1 za ve\u013emi d\u00f4le\u017eit\u00e9 aj z\u00a0h\u013eadiska nastavenia intern\u00e9ho syst\u00e9mu valid\u00e1cie \u201ezelen\u00fdch\u201c tvrden\u00ed komunikovan\u00fdch smerom von s\u00a0t\u00edmom ESG.<\/p>\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<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-f41275b\" data-id=\"f41275b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cf71d3b elementor-widget elementor-widget-image\" data-id=\"cf71d3b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img width=\"1024\" height=\"1007\" src=\"https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-1024x1007.png\" class=\"attachment-large size-large\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-1024x1007.png 1024w, https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-300x295.png 300w, https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-768x755.png 768w, https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-1536x1511.png 1536w, https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55-12x12.png 12w, https:\/\/circular-slovakia.sk\/wp-content\/uploads\/2024\/08\/Sni\u0301mka-obrazovky-2024-08-17-o-9.20.55.png 1576w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ba3b5cf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ba3b5cf\" data-element_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-f1e7fb7\" data-id=\"f1e7fb7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3dc470e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3dc470e\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-74b86a4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74b86a4\" data-element_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-d6625a4\" data-id=\"d6625a4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6782318 elementor-widget elementor-widget-text-editor\" data-id=\"6782318\" data-element_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<p><strong>Ako zv\u00fd\u0161i\u0165 d\u00f4veryhodnos\u0165 zelen\u00fdch tvrden\u00ed?<\/strong><\/p><p>Spolo\u010dnos\u0165 Danone sa usiluje o\u00a0nastavenie procesov \u201ezelenej\u201c komunik\u00e1cie u\u017e dnes, teda e\u0161te predt\u00fdm, ako pr\u00edde k\u00a0transpoz\u00edcii eur\u00f3pskej legislat\u00edvy v\u00a0ka\u017edej z\u00a0piatich kraj\u00edn jej p\u00f4sobnosti. Aktu\u00e1lne sa komunik\u00e1cia Danone v\u00a0r\u00e1mci zelen\u00fdch t\u00e9m s\u00fastred\u00ed na zni\u017eovanie uhl\u00edkovej stopy a emisi\u00ed, recyklovate\u013en\u00e9 obaly a\u00a0flexitari\u00e1nstvo.<\/p><p>Spolo\u010dnos\u0165 je u\u017e dnes nosite\u013ekou certifik\u00e1cie B Corp pre cel\u00fd regi\u00f3n, ktor\u00e1 deklaruje dodr\u017eiavanie najvy\u0161\u0161\u00edch environment\u00e1lnych a\u00a0soci\u00e1lnych \u0161tandardov v\u00a0piatich oblastiach. Ide o\u00a0certifik\u00e1ciu nez\u00e1vislou tre\u0165ou stranou, ktor\u00e1 mus\u00ed by\u0165 ka\u017ed\u00e9 tri roky obnovovan\u00e1.\u00a0<em>\u201eTento syst\u00e9m n\u00e1s motivuje neust\u00e1le sa zlep\u0161ova\u0165, ke\u010f\u017ee z\u00edskanie certifik\u00e1cie je postupne n\u00e1ro\u010dnej\u0161ie. A z\u00e1rove\u0148 prezentova\u0165 na\u0161u cestu k\u00a0udr\u017eate\u013enosti t\u00fdm najtransparentnej\u0161\u00edm mo\u017en\u00fdm sp\u00f4sobom,\u201c\u00a0<\/em>povedal Ivan Holub, mana\u017e\u00e9r udr\u017eate\u013en\u00e9ho rozvoja Danone.<\/p><p>\u010eal\u0161ou mo\u017enos\u0165ou, ako firmy m\u00f4\u017eu reagova\u0165 na pr\u00edsne po\u017eiadavky nov\u00fdch smern\u00edc, je da\u0165 si vypracova\u0165 anal\u00fdzu \u017eivotn\u00e9ho cyklu produktu. Danone tak spravilo pri svojich produktoch z rady Alpro a\u00a0m\u00f4\u017ee tak transparentne a\u00a0komplexne informova\u0165 o\u00a0ich\u00a0dopadoch na \u017eivotn\u00e9 prostredie. In\u00fdm pr\u00edkladom je obal produktu Actimel, ktor\u00fd \u201evyzliekli\u201c z\u00a0vrchn\u00e9ho obalu a\u00a0zvy\u0161n\u00fd jednoduch\u00fd plastov\u00fd obal potla\u010dili inform\u00e1ciami pre spotrebite\u013ea, okrem in\u00e9ho aj tou, \u017ee obal je plne recyklovate\u013en\u00fd. Aj t\u00fato inform\u00e1ciu v\u0161ak maj\u00fa preuk\u00e1zate\u013ene overen\u00fa In\u0161tit\u00fatom pre recykl\u00e1ciu a\u00a0dozor nad produktami.<\/p>\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\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Zelen\u00e1 komunik\u00e1cia by mala by\u0165 transparentn\u00e1 a u\u013eah\u010dova\u0165 spotrebite\u013eovi n\u00e1kupn\u00e9 rozhodovanie 21. 05. 2024 I Circular Slovakia, BLF Pod\u013ea Eur\u00f3pskej komisie je viac ako polovica tvrden\u00ed o ekologickosti produktov a slu\u017eieb v\u00e1gnych, zav\u00e1dzaj\u00facich \u010di nepodlo\u017een\u00fdch. Samotn\u00ed spotrebitelia ich vo ve\u013ekej miere pova\u017euj\u00fa za marketingov\u00fd n\u00e1stroj. Z\u00e1rove\u0148 si v\u0161ak myslia, \u017ee by firmy mali venova\u0165 v\u00e4\u010d\u0161iu &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/circular-slovakia.sk\/en\/2024\/08\/17\/sprava-z-webinara-meranie-vplyvu-produktov-na-zivotne-prostredie\/\"> <span class=\"screen-reader-text\">Zelen\u00e1 komunik\u00e1cia by mala by\u0165 transparentn\u00e1 a u\u013eah\u010dova\u0165 spotrebite\u013eovi n\u00e1kupn\u00e9 rozhodovanie<\/span> Read More &raquo;<\/a><\/p>","protected":false},"author":52,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"","site-content-layout":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4002"}],"collection":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/comments?post=4002"}],"version-history":[{"count":4,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4002\/revisions"}],"predecessor-version":[{"id":4007,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/posts\/4002\/revisions\/4007"}],"wp:attachment":[{"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/media?parent=4002"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/categories?post=4002"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/circular-slovakia.sk\/en\/wp-json\/wp\/v2\/tags?post=4002"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}