{"id":18426,"date":"2022-11-21T13:24:40","date_gmt":"2022-11-21T12:24:40","guid":{"rendered":"https:\/\/plataformazeo.com\/?p=18426"},"modified":"2022-11-21T13:24:40","modified_gmt":"2022-11-21T12:24:40","slug":"nuevos-estandares-de-la-onu-para-detectar-el-greenwashing","status":"publish","type":"post","link":"https:\/\/plataformazeo.com\/es\/nuevos-estandares-de-la-onu-para-detectar-el-greenwashing\/","title":{"rendered":"Nuevos est\u00e1ndares de la ONU para detectar el greenwashing"},"content":{"rendered":"<p>[et_pb_section bb_built=\u00bb1&#8243;][et_pb_row][et_pb_column type=\u00bb4_4&#8243;][et_pb_text _builder_version=\u00bb3.26.3&#8243; text_text_shadow_horizontal_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb text_text_shadow_vertical_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=\u00bb0px\u00bb text_text_shadow_blur_strength=\u00bbtext_text_shadow_style,%91object Object%93&#8243; 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header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>En una era marcada por la emergencia clim\u00e1tica y la urgente necesidad de ponerle freno, las empresas quieren mostrar sus crecientes compromisos y logros en materia de sostenibilidad y huella de carbono.<\/p>\n<p>Sin embargo, \u00bfhasta qu\u00e9 punto es real aquello que prometen a trav\u00e9s de sus Planes de Responsabilidad Corporativa o Transici\u00f3n Ecol\u00f3gica? \u00bf<strong>Realmente han endurecido sus pol\u00edticas ambientales <\/strong>y est\u00e1n llevando a cabo cambios para ser m\u00e1s ZEO o son todo promesas vac\u00edas?<\/p>\n<p>El <em>greenwashing<\/em> o \u201clavado verde de imagen\u201d es una pr\u00e1ctica realizada por m\u00faltiples organizaciones o instituciones privadas, para hacer ver que est\u00e1n llevando a cabo una transici\u00f3n ecol\u00f3gica, cuando en realidad siguen generando el mismo n\u00famero de emisiones, residuos y contaminaci\u00f3n de siempre.<\/p>\n<p>[\/et_pb_text][et_pb_image _builder_version=\u00bb3.26.3&#8243; 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Los expertos y ambient\u00f3logos vinculados a esta iniciativa definieron en 2007 los \u201csiete pecados del <em>greenwashing<\/em>\u201d, una serie de indicadores que permiten a los consumidores y grupos ecologistas detectar si una empresa est\u00e1 <strong>realmente reduciendo su huella ecol\u00f3gica<\/strong> o se trata de un lavado de imagen para vender m\u00e1s y mejorar su reputaci\u00f3n.<\/p>\n<ol>\n<li><strong>Compensaci\u00f3n oculta<\/strong>: muchas marcas afirman que sus productos son \u00abverdes\u00bb bas\u00e1ndose en un conjunto de atributos irrazonables, sin prestar atenci\u00f3n a otras cuestiones medioambientales importantes.<\/li>\n<li><strong>Sin pruebas:<\/strong> en ocasiones, las grandes corporaciones realizan afirmaciones sobre su propio compromiso sostenible que no pueden ser corroboradas por informaci\u00f3n f\u00e1cilmente accesible o por una certificaci\u00f3n fiable de terceros.<\/li>\n<li><strong>Vaguedad:<\/strong> estas son alegaciones que est\u00e1n tan mal definidas o son tan amplias, que es probable que el consumidor no entienda su significado real. \u00abTodo natural\u00bb, por ejemplo, no quiere decir que sea necesariamente \u00abrespetuoso con el medio ambiente\u00bb.<\/li>\n<li><strong>Generaci\u00f3n de etiquetas falsas<\/strong>: mediante el uso de determinadas palabras, im\u00e1genes o logotipos, parece que los productos cuenten con el respaldo o la aprobaci\u00f3n de terceros u organizaciones externas, cuando estas en realidad no existen o est\u00e1n vinculadas a la propia marca.<\/li>\n<li><strong>El menor de los males:<\/strong> se trata de afirmaciones que pueden ser ciertas dentro de la categor\u00eda de productos, pero que corren el riesgo de distraer a los consumidores del mayor impacto medioambiental que est\u00e1 llevando la marca en su conjunto.<\/li>\n<li><strong>Irrelevancia:<\/strong> muchas marcas realizan alegaciones que son veraces, pero que carecen de importancia o no son \u00fatiles para los consumidores que buscan productos respetuosos con el medio ambiente.<\/li>\n<li><strong>Mentira:<\/strong> cuando las empresas y las marcas llevan a cabo afirmaciones que simplemente son falsas.<\/li>\n<\/ol>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb3.26.3&#8243; 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header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Mediante la aplicaci\u00f3n de estos indicadores, <strong>Terra Choice<\/strong> analiz\u00f3 en 2010 las campa\u00f1as y esl\u00f3ganes de productos de EEUU, y descubri\u00f3 que el 95% de las marcas de gran consumo en el pa\u00eds que aseguraban ser ecol\u00f3gicas, comet\u00edan al menos uno de estos \u201cpecados\u201d.<\/p>\n<p>La tendencia actual es clara: muchas marcas mienten para incrementar las ventas de sus productos alegando sostenibilidad. 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header_5_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_5_text_shadow_blur_strength=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<h2><strong><em>El 41% de los consumidores consideran que las marcas deben tener un papel activo en la lucha contra el cambio clim\u00e1tico<\/em><\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb3.26.3&#8243; 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header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Todo se debe a que, en las \u00faltimas d\u00e9cadas, el cambio clim\u00e1tico ha escalado posiciones entre la lista de cuestiones prioritarias para nuestra sociedad. La conciencia clim\u00e1tica crece entre los consumidores e influye en las decisiones de compra.<\/p>\n<p>Y es que, seg\u00fan el informe \u201cEl cambio clim\u00e1tico. El gran reto tambi\u00e9n para las marcas\u201d de\u00a0<strong>la agencia Carat<\/strong>, el 41% de los consumidores consideran que las marcas deben tener un papel activo en la lucha contra el cambio clim\u00e1tico. Sin embargo, s\u00f3lo un 23% cree que realmente lo est\u00e1n haciendo.<\/p>\n<p>[\/et_pb_text][et_pb_image _builder_version=\u00bb3.26.3&#8243; box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243; src=\u00bbhttps:\/\/plataformazeo.com\/wp-content\/uploads\/2022\/11\/Captura-de-pantalla-2022-11-21-a-las-13.19.29.png\u00bb align=\u00bbcenter\u00bb \/][et_pb_text _builder_version=\u00bb3.26.3&#8243; text_text_shadow_horizontal_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb text_text_shadow_vertical_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=\u00bb0px\u00bb text_text_shadow_blur_strength=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=\u00bb1px\u00bb link_text_shadow_horizontal_length=\u00bblink_text_shadow_style,%91object Object%93&#8243; 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header_4_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_4_text_shadow_blur_strength=\u00bbheader_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_5_text_shadow_horizontal_length=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_5_text_shadow_vertical_length=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_5_text_shadow_blur_strength=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Es precisamente por este motivo, que muchos de ellos empezaron a evitar comprar productos o contratar servicios de empresas que no est\u00e1n en l\u00ednea con los <strong>Objetivos de Desarrollo Sostenible (ODS) de la ONU<\/strong>, ni han definido un objetivo de descarbonizaci\u00f3n de su producci\u00f3n o actividad.<\/p>\n<p>Las grandes marcas, al ver sus cifras de ventas trastocadas a la baja, buscaron estrategias de comunicaci\u00f3n y f\u00f3rmulas de marketing que les permitieran recuperar a sus p\u00fablicos de forma r\u00e1pida y sin tener que invertir demasiado.<\/p>\n<p>La idea era proyectar que hab\u00edan cambiado sus valores y que su Estrategia de Responsabilidad Social Corporativa estaba alineada con los nuevos objetivos internacionales de sostenibilidad. Trataban de mostrar a trav\u00e9s de una <strong>comunicaci\u00f3n de dudosa \u00e9tica<\/strong>, que se estaban llevando a cabo cambios para reducir su impacto en el medio ambiente.<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb3.26.3&#8243; text_text_shadow_horizontal_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb text_text_shadow_vertical_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=\u00bb0px\u00bb text_text_shadow_blur_strength=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=\u00bb1px\u00bb link_text_shadow_horizontal_length=\u00bblink_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb link_text_shadow_vertical_length=\u00bblink_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=\u00bb0px\u00bb link_text_shadow_blur_strength=\u00bblink_text_shadow_style,%91object Object%93&#8243; 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header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Un documento que recoge los est\u00e1ndares que deben reunir los Planes de Acci\u00f3n Clim\u00e1tica de las empresas y otras organizaciones. Estas son una especie de \u201cl\u00edneas rojas\u201d para evitar el &#8216;greenwashing&#8217; de las empresas y los bancos, y reducir las \u201ctrampas\u201d a la hora de contabilizar las emisiones reales de CO2 generadas.<\/p>\n<p>Con esta gu\u00eda, la ONU quiere evitar la contabilidad de emisiones deshonesta y frenar el greenwashing de las grandes corporaciones y lobbies internacionales. 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header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Las organizaciones no podr\u00e1n comprar derechos de emisi\u00f3n a bajo coste, si no cuentan con un <strong>Plan para reducir las emisiones<\/strong> que est\u00e1n liberando directamente a la atmosfera. 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header_5_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_5_text_shadow_vertical_length=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_5_text_shadow_blur_strength=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<h2><strong><em>La Gu\u00eda propone que las empresas est\u00e9n obligadas a cumplir con unos criterios m\u00ednimos para poder anunciar que ser\u00e1n ZEO en 2050<\/em><\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb3.26.3&#8243; 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header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>Esta Gu\u00eda propone que las empresas est\u00e9n obligadas a cumplir unos criterios m\u00ednimos para poder certificar que son o ser\u00e1n cero emisiones. Es decir, la idea es que no les sea posible comunicar, \u201cen 2050 ser\u00e9 cero emisiones\u201d, a no ser que realmente dispongan de las herramientas para conseguirlo.<\/p>\n<p>La Gu\u00eda propone que, especialmente en el caso de las grandes empresas e instituciones financieras que se comprometen voluntariamente a ser ZEO, estas deban acogerse a un <strong>marco obligatorio que regule la neutralidad de carbono<\/strong>.<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00bb3.26.3&#8243; text_text_shadow_horizontal_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb text_text_shadow_vertical_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=\u00bb0px\u00bb text_text_shadow_blur_strength=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=\u00bb1px\u00bb 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header_5_text_shadow_blur_strength=\u00bbheader_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=\u00bb1px\u00bb header_6_text_shadow_horizontal_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<h2><strong><em>Esta Gu\u00eda ser\u00e1 utilizada por iniciativas como el Programa de Acuerdos voluntarios para la reducci\u00f3n de las emisiones GEI de Catalu\u00f1a<\/em><\/strong><\/h2>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row][et_pb_column type=\u00bb1_2&#8243;][et_pb_text _builder_version=\u00bb3.26.3&#8243; text_text_shadow_horizontal_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb text_text_shadow_vertical_length=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=\u00bb0px\u00bb text_text_shadow_blur_strength=\u00bbtext_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=\u00bb1px\u00bb link_text_shadow_horizontal_length=\u00bblink_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=\u00bb0px\u00bb link_text_shadow_vertical_length=\u00bblink_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=\u00bb0px\u00bb link_text_shadow_blur_strength=\u00bblink_text_shadow_style,%91object Object%93&#8243; 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header_6_text_shadow_vertical_length=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=\u00bb0px\u00bb header_6_text_shadow_blur_strength=\u00bbheader_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=\u00bb1px\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243;]<\/p>\n<p>De cara al pr\u00f3ximo a\u00f1o, se espera que las recomendaciones y est\u00e1ndares de esta Gu\u00eda de la ONU calen en mecanismos internacionales o regionales, como por ejemplo, en el <strong>Programa de Acuerdos voluntarios para la reducci\u00f3n de las emisiones de Gases de Efecto Invernadero (GEI)<\/strong>, una herramienta impulsada por la Oficina Catalana de Cambio Clim\u00e1tico.<\/p>\n<p>Mediante a un Acuerdo, las organizaciones que se adhieren a este programa se comprometen a hacer un seguimiento de sus emisiones de GEI y establecer anualmente medidas para reducir sus emisiones.<\/p>\n<p>_______________<\/p>\n<p>Ahora, gracias a la nueva Gu\u00eda de los est\u00e1ndares de la ONU para detectar y frenar el <em>greenwashing<\/em>, estas empresas no podr\u00e1n <strong>maquillar su impacto en el medio ambiente y falsificar sus compromisos,<\/strong> sino que deber\u00e1n mostrar cu\u00e1l ser\u00e1 su hoja de ruta y qu\u00e9 acciones reales llevar\u00e1n a cabo para conseguir ser ZEO.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00bb1_2&#8243;][et_pb_image _builder_version=\u00bb3.26.3&#8243; src=\u00bbhttps:\/\/plataformazeo.com\/wp-content\/uploads\/2022\/11\/landscape-g861f4ec83_1280.jpg\u00bb box_shadow_horizontal_tablet=\u00bb0px\u00bb box_shadow_vertical_tablet=\u00bb0px\u00bb box_shadow_blur_tablet=\u00bb40px\u00bb box_shadow_spread_tablet=\u00bb0px\u00bb z_index_tablet=\u00bb500&#8243; 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