{"id":7140,"date":"2022-09-27T14:47:13","date_gmt":"2022-09-27T14:47:13","guid":{"rendered":"https:\/\/doctorahopes.com\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/"},"modified":"2022-09-28T09:34:04","modified_gmt":"2022-09-28T09:34:04","slug":"sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica","status":"publish","type":"post","link":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/","title":{"rendered":"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA?"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text el_class=”subtitulo”]\u201cLa terra \u00e9s ara la nostra \u00fanica accionista”
\nChouinard, fundador de Patagonia.[\/vc_column_text][vc_raw_html]PGhyIGNsYXNzPSJibG9nLWhyIj4=[\/vc_raw_html][vc_column_text]<\/p>\n

La setmana passada irrompien amb for\u00e7a dues realitats antag\u00f2niques en les p\u00e0gines d’actualitat del m\u00f3n de la moda: Greenwashing Vs Economia filantr\u00f2pica<\/strong>.<\/p>\n

 <\/p>\n

Mentre H&M<\/a><\/span> i Decathlon<\/a><\/span> cedien a deixar de fer declaracions enganyoses sobre sostenibilitat en els seus productes i en les seves respectives p\u00e0gines web, alertades per Netherlands Authority for Consumers and Markets (ACM)<\/a><\/span>, que els va acusar de fer greenwashing utilitzant claims enganyosos en mat\u00e8ria de sostenibilitat, la marca Patagonia<\/a><\/span>, informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat<\/strong> per a protegir la naturalesa. Un valor intr\u00ednsec a la marca, que l\u2019ent\u00e9n com a font de tot benestar.[\/vc_column_text][vc_empty_space][vc_single_image image=”7130″ img_size=”full”][vc_empty_space][vc_column_text]Aix\u00ed, el que a priori semblen dues realitats antag\u00f2niques, resulten ara, analitzades amb perspectiva, dues not\u00edcies que van cap a una mateixa direcci\u00f3, buscar un canvi de sistema que promogui un gir de volant a la ind\u00fastria de la moda.<\/p>\n

 <\/p>\n

D’una banda, per fi, el greenwashing<\/strong> sembla tenir conseq\u00fc\u00e8ncies sobre les marques, eliminant de manera evident tot vincle que relacioni Fast Fashion amb sostenibilitat<\/a><\/span>. Un binomi -Fast Fashion i sostenibilitat- que, encara que hauria de sonar a sense sentit per si mateix, estava comen\u00e7ant a calar fondo (err\u00f2niament) entre els consumidors.<\/p>\n

[\/vc_column_text][vc_empty_space][vc_single_image image=”7108″ img_size=”full”][vc_empty_space][vc_column_text]D’altra banda, el model de negoci alternatiu<\/strong> que planteja Patagonia<\/a><\/span>, obre una petita escletxa per impulsar un nou sistema de capitalisme, com b\u00e9 va afirmar el fundador de la marca en les seves declaracions al The New York Times<\/a><\/span>.<\/em>[\/vc_column_text]\n

\n\t

\n\t\u201cEspero que aix\u00f2 pugui influenciar una nova forma de capitalisme que no sigui amb un petit grup fent-se ric mentre un altre gran grup es queda pobre\u201d<\/span>\n\t<\/h4>\n<\/blockquote>[vc_empty_space][vc_single_image image=”7114″ img_size=”full”][vc_empty_space][vc_column_text]Aix\u00ed, si fins ara era gaireb\u00e9 impossible unir conceptes com capitalisme i sostenibilitat, perqu\u00e8 s’entenien com a dos aspectes inversament proporcionals entre si -a m\u00e9s capitalisme, menys sostenibilitat-<\/em> sembla que estem trobant la manera de posar-los en equilibri.<\/p>\n

 <\/p>\n

\u00c9s possible que ens trobem davant d’un nou paradigma d’acci\u00f3? Arribar\u00e0 per fi, la revoluci\u00f3 de les marques? O millor encara, podran lesMarques de Nova Generaci\u00f3<\/a><\/span> i els seus consumidors, donar cabuda a un nou sistema al qual podr\u00edem denominar el nou \u201ccapitalisme sostenible\u201d<\/strong><\/em>? Ser\u00edem capa\u00e7os de mantenir-nos en una nova corrent \u201cd’economia filantr\u00f2pica\u201d<\/em><\/strong>?<\/p>\n

 <\/p>\n

D\u2019acord, potser estem anant un p\u00e8l massa lluny, per\u00f2 mentir\u00edem si digu\u00e9ssim que no ens envaeix un sentiment \u201cmolt H\u00d6PE\u2019S\u201d<\/a><\/span> en veure que estem avan\u00e7ant en bona direcci\u00f3.<\/p>\n

 <\/p>\n

I no, no ens enganyem. Sabem que encara queda molt cam\u00ed per rec\u00f3rrer, per\u00f2 no us sembla aquest un bon comen\u00e7ament?[\/vc_column_text][vc_empty_space][vc_single_image image=”7079″ img_size=”full”][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cLa terra \u00e9s ara la nostra \u00fanica accionista”
\nChouinard, fundador de Patagonia.<\/p>\n","protected":false},"author":3,"featured_media":7123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[72,1,75],"tags":[],"yoast_head":"\nSER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %<\/title>\n<meta name=\"description\" content=\"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %\" \/>\n<meta property=\"og:description\" content=\"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/\" \/>\n<meta property=\"og:site_name\" content=\"DRA.H\u00d6PE'S\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-27T14:47:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-28T09:34:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/doctorahopes.com\/wp-content\/uploads\/2022\/09\/DRA.HO\u0308PES_greenwashing_1-01.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1644\" \/>\n\t<meta property=\"og:image:height\" content=\"2071\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Berta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Berta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/\",\"url\":\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/\",\"name\":\"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %\",\"isPartOf\":{\"@id\":\"https:\/\/doctorahopes.com\/#website\"},\"datePublished\":\"2022-09-27T14:47:13+00:00\",\"dateModified\":\"2022-09-28T09:34:04+00:00\",\"author\":{\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a\"},\"description\":\"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.\",\"breadcrumb\":{\"@id\":\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/doctorahopes.com\/ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/doctorahopes.com\/#website\",\"url\":\"https:\/\/doctorahopes.com\/\",\"name\":\"DRA.H\u00d6PE'S\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/doctorahopes.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a\",\"name\":\"Berta\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\/\/doctorahopes.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g\",\"caption\":\"Berta\"},\"url\":\"https:\/\/doctorahopes.com\/ca\/author\/berta\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %","description":"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/","og_locale":"ca_ES","og_type":"article","og_title":"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %","og_description":"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.","og_url":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/","og_site_name":"DRA.H\u00d6PE'S","article_published_time":"2022-09-27T14:47:13+00:00","article_modified_time":"2022-09-28T09:34:04+00:00","og_image":[{"width":1644,"height":2071,"url":"https:\/\/doctorahopes.com\/wp-content\/uploads\/2022\/09\/DRA.HO\u0308PES_greenwashing_1-01.jpg","type":"image\/jpeg"}],"author":"Berta","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Berta","Temps estimat de lectura":"3 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/","url":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/","name":"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA? - DRA.H\u00d6PE'S %","isPartOf":{"@id":"https:\/\/doctorahopes.com\/#website"},"datePublished":"2022-09-27T14:47:13+00:00","dateModified":"2022-09-28T09:34:04+00:00","author":{"@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a"},"description":"Greenwashing Vs Economia filantr\u00f2pica. Mentre H&M i Decathlon cedien a deixar de fer greenwashing, la firma Patagonia informava sobre els canvis en el seu model de negoci, que es van dur a terme amb un \u00fanic prop\u00f2sit: aportar m\u00e9s valor en mat\u00e8ries de sostenibilitat per a protegir la naturalesa.","breadcrumb":{"@id":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/doctorahopes.com\/ca\/sera-la-fi-del-greenwashing-i-el-comencament-cap-a-una-economia-filantropica\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/doctorahopes.com\/ca\/"},{"@type":"ListItem","position":2,"name":"SER\u00c0 LA FI DEL GREENWASHING I EL COMEN\u00c7AMENT CAP A UNA ECONOMIA FILANTR\u00d2PICA?"}]},{"@type":"WebSite","@id":"https:\/\/doctorahopes.com\/#website","url":"https:\/\/doctorahopes.com\/","name":"DRA.H\u00d6PE'S","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/doctorahopes.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/a01bcfadc26c00674b0745d5ea4d0c3a","name":"Berta","image":{"@type":"ImageObject","inLanguage":"ca","@id":"https:\/\/doctorahopes.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e6cd99752c2a868809aaf6f5c266a4c5?s=96&d=mm&r=g","caption":"Berta"},"url":"https:\/\/doctorahopes.com\/ca\/author\/berta\/"}]}},"_links":{"self":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7140"}],"collection":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/comments?post=7140"}],"version-history":[{"count":16,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7140\/revisions"}],"predecessor-version":[{"id":7160,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/posts\/7140\/revisions\/7160"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/media\/7123"}],"wp:attachment":[{"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/media?parent=7140"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/categories?post=7140"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/doctorahopes.com\/ca\/wp-json\/wp\/v2\/tags?post=7140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}