{"id":61274,"date":"2022-08-18T16:40:14","date_gmt":"2022-08-18T14:40:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61274"},"modified":"2022-08-19T15:40:51","modified_gmt":"2022-08-19T13:40:51","slug":"comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre\/","title":{"rendered":"Comment H&#038;M a fait passer de la pollution pour du d\u00e9veloppement durable&#8230; et s\u2019est fait prendre"},"content":{"rendered":"\n<p>Un consommateur am\u00e9ricain poursuit <strong>H&amp;M Group<\/strong>\u00a0pour <em>greenwashing<\/em>. Les informations donn\u00e9es par le groupe de mode concernant la durabilit\u00e9 de ses articles seraient fausses et donc trompeuses. H&amp;M aurait enjoliv\u00e9 ses performances environnementales en transformant des points n\u00e9gatifs en points positifs. Litt\u00e9ralement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Enqu\u00eate<\/h2>\n\n\n\n<p>Le site d\u2019information Quartz s\u2019est pos\u00e9 pour H&amp;M la m\u00eame question que <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/boohoo-et-asos-font-ils-du-greenwashing\/\" target=\"_blank\" rel=\"noreferrer noopener\">les autorit\u00e9s britanniques de la concurrence<\/a>&nbsp;pour <strong>Boohoo<\/strong>&nbsp;et&nbsp;<strong>Asos<\/strong> : les informations donn\u00e9es en mati\u00e8re de durabilit\u00e9 sont-elles fiables\u2009? Les nouvelles \u00e9co-collections et autres produits plus durables m\u00e9ritent-ils vraiment ces appellations\u2009? Les conclusions de l\u2019enqu\u00eate men\u00e9e par les journalistes du site <a href=\"https:\/\/qz.com\/h-m-is-facing-a-class-action-lawsuit-over-its-wrong-env-1849370514\" target=\"_blank\" rel=\"noreferrer noopener\">d\u00e9bouchent \u00e0 pr\u00e9sent sur un proc\u00e8s<\/a> apr\u00e8s une plainte d\u00e9pos\u00e9e par une consommatrice new-yorkaise.<\/p>\n\n\n\n<p>La consommatrice en question a achet\u00e9 plusieurs articles de la collection \u00ab&nbsp;conscious choice&nbsp;\u00bb, la ligne pr\u00e9tendument durable du groupe de mode, avec davantage de mat\u00e9riaux recycl\u00e9s et moins de mati\u00e8res premi\u00e8res. Il s\u2019av\u00e8re cependant que ce n\u2019est pas le cas de la majorit\u00e9 des articles, comme l\u2019a d\u00e9couvert la consommatrice dans une enqu\u00eate publi\u00e9e r\u00e9cemment par le site d\u2019information am\u00e9ricain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ouverture et transparence<\/h2>\n\n\n\n<p>Dans un souci de transparence, H&amp;M affiche depuis mai 2021 le \u00ab&nbsp;score environnemental&nbsp;\u00bb (d\u2019une part croissante ) de ses articles sur son site internet. Pour chaque article, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/hm-indique-un-profil-de-durabilite-sur-ses-produits\/\" target=\"_blank\" rel=\"noreferrer noopener\">les consommateurs ont acc\u00e8s \u00e0 une fiche d\u2019information<\/a> qui attribue au v\u00eatement en question un score de durabilit\u00e9 bas\u00e9 sur plusieurs crit\u00e8res, comme son impact relatif sur la consommation d\u2019eau et de combustibles fossiles ou la pollution aquatique.<\/p>\n\n\n\n<p>Les scores, en pour cent, sont calcul\u00e9s \u00e0 l\u2019aide de l\u2019indice Higg, une mesure de l\u2019industrie \u00e9tablie par la Sustainable Apparel Coalition (SAC). Par exemple, la fiche d\u2019information d\u2019un chemisier montrait que sa fabrication avait n\u00e9cessit\u00e9 30% d\u2019eau et 40% de combustibles fossiles en moins. Les chiffres provenaient directement du site web de Higg et semblaient donc \u00eatre objectifs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moiti\u00e9 moins durable&#8230;<\/h2>\n\n\n\n<p>Sauf que le site web de H&amp;M pr\u00e9sentait une faille subtile, mais non n\u00e9gligeable&nbsp;: le site ignorait les scores n\u00e9gatifs, affirme Quartz. Selon l\u2019indice Higg, le chemisier en question avait en r\u00e9alit\u00e9 obtenu un score de -30% en mati\u00e8re de consommation d\u2019eau. <a href=\"https:\/\/qz.com\/2180075\/hm-showed-bogus-environmental-higg-index-scores-for-its-clothing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sauf que le terme \u00ab&nbsp;en moins&nbsp;\u00bb avait \u00e9t\u00e9 automatiquement ajout\u00e9 sur le site du d\u00e9taillant<\/a>&nbsp;alors que le signe n\u00e9gatif avait disparu comme par enchantement. Cette erreur se serait produite sur plus de 100 des 600 produits assortis d\u2019une fiche environnementale sur le site web britannique de H&amp;M. En outre, plus de la moiti\u00e9 des fiches d\u2019\u00e9valuation pr\u00e9tendaient \u00e0 tort que le v\u00eatement concern\u00e9 \u00e9tait meilleur pour l\u2019environnement.<\/p>\n\n\n\n<p>Au terme de l\u2019enqu\u00eate, le groupe H&amp;M a admis des probl\u00e8mes techniques et retir\u00e9 les fiches HIGG de ses sites web. La SAC a \u00e9galement d\u00e9cid\u00e9 de \u00ab&nbsp;mettre en pause&nbsp;\u00bb le programme de l\u2019indice Higg afin de r\u00e9\u00e9valuer la m\u00e9thodologie. L\u2019autorit\u00e9 norv\u00e9gienne \u00e0 la concurrence avait d\u00e9j\u00e0 remis en question le syst\u00e8me.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Justice<\/h2>\n\n\n\n<p>Comme la plaignante new-yorkaise Chelsea Commodore, les consommateurs sont de plus en plus nombreux \u00e0 r\u00e9clamer des comptes aux entreprises. M\u00eame si la motivation de H&amp;M au moment d\u2019ajouter les scores Higg sur son site web \u00e9tait pr\u00e9cis\u00e9ment de faire preuve d\u2019ouverture et de transparence, telles initiatives ne suffisent manifestement pas. \u00c0 l\u2019\u00e8re de l\u2019information, les consommateurs matures et critiques attendent \u00e9galement que les informations donn\u00e9es par les marques soient fond\u00e9es. Quand ce n\u2019est pas le cas, les marques sont d\u00e9sormais rappel\u00e9es \u00e0 l\u2019ordre, sur les m\u00e9dias sociaux et, de plus en plus, en justice.<\/p>\n\n\n\n<p>Aux \u00c9tats-Unis toujours, une\u00a0cliente indign\u00e9e d\u2019<strong>Aldi<\/strong> a ainsi cr\u00e9\u00e9 un pr\u00e9c\u00e9dent important au d\u00e9but de l\u2019ann\u00e9e. Elle a attaqu\u00e9 le discounter en justice au motif que son saumon \u00e9tiquet\u00e9 \u00ab\u00a0Simple. Sustainable. Seafood\u00a0\u00bb ne provenait pas d\u2019exploitations durables. Un tribunal de l\u2019Illinois a d\u00e9clar\u00e9 la plainte recevable et a suivi le raisonnement de la consommatrice. Les autorit\u00e9s \u00e0 la concurrence du monde entier sont en train de passer au crible des informations donn\u00e9es par les retailers en mati\u00e8re de durabilit\u00e9. L\u2019autorit\u00e9 britannique, par exemple, enqu\u00eate actuellement sur les nouvelles collections \u00ab\u00a0plus vertes\u00a0\u00bb d\u2019Asos et de Boohoo, deux marques rivales de H&amp;M.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un consommateur am\u00e9ricain poursuit H&#038;M Group\u00a0pour greenwashing. H&#038;M aurait enjoliv\u00e9 ses performances environnementales en transformant des points n\u00e9gatifs en points positifs. Litt\u00e9ralement.<\/p>\n","protected":false},"author":5,"featured_media":61237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[43],"company":[526],"topic":[373],"region":[446],"class_list":["post-61274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-hm","topic-durabilite","region-etats-unis-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment H&amp;M a fait passer de la pollution pour du d\u00e9veloppement durable... et s\u2019est fait prendre - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"H&amp;M aurait enjoliv\u00e9 ses performances environnementales en transformant des points n\u00e9gatifs en points positifs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment H&amp;M a fait passer de la pollution pour du d\u00e9veloppement durable... et s\u2019est fait prendre - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"H&amp;M aurait enjoliv\u00e9 ses performances environnementales en transformant des points n\u00e9gatifs en points positifs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-18T14:40:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-19T13:40:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/HM-transparantie.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"686\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/comment-hm-a-fait-passer-de-la-pollution-pour-du-developpement-durable-et-sest-fait-prendre\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"Comment H&#038;M a fait passer de la pollution pour du d\u00e9veloppement durable&#8230; 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