{"id":2431,"date":"2025-11-03T10:37:59","date_gmt":"2025-11-03T10:37:59","guid":{"rendered":"https:\/\/vantagepoint.hu\/?p=2431"},"modified":"2025-11-03T11:55:16","modified_gmt":"2025-11-03T11:55:16","slug":"zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat","status":"publish","type":"post","link":"https:\/\/vantagepoint.hu\/en\/zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat\/","title":{"rendered":"Z\u00f6ld kommunik\u00e1ci\u00f3 vagy greenwashing? \u2013 Hogyan mes\u00e9lje el hitelesen a c\u00e9ge fenntarthat\u00f3s\u00e1gi sztorij\u00e1t"},"content":{"rendered":"

Az elm\u00falt \u00e9vekben egyre t\u00f6bb v\u00e1llalat besz\u00e9l fenntarthat\u00f3s\u00e1gr\u00f3l \u2013 \u00e9s ez j\u00f3 h\u00edr. Viszont sokan k\u00f6z\u00fcl\u00fck helytelen\u00fcl csin\u00e1lj\u00e1k ezt. A \u201egreenwashing\u201d, vagyis a z\u00f6ldre festett kommunik\u00e1ci\u00f3 nemcsak hiteltelenn\u00e9 tehet egy c\u00e9get, hanem ma m\u00e1r jogi \u00e9s reput\u00e1ci\u00f3s kock\u00e1zatokat is hordoz. De mit jelent a hiteles fenntarthat\u00f3s\u00e1gi kommunik\u00e1ci\u00f3 2025-ben, \u00e9s mit tanulhatunk az Eur\u00f3pai Uni\u00f3 Green Claims Initiative ir\u00e1nyelveib\u0151l?<\/strong><\/p>\n\n\n\n

A greenwashing kora lej\u00e1rt<\/strong>
<\/h3>\n\n\n\n


A fogyaszt\u00f3k \u00e9s befektet\u0151k ma m\u00e1r sokkal \u00e9lesebben l\u00e1tj\u00e1k, ha egy v\u00e1llalat t\u00falz\u00e1sba esik saj\u00e1t \u201ez\u00f6ld\u201d eredm\u00e9nyeinek bemutat\u00e1sakor. Az olyan \u00e1ltal\u00e1nos \u00e1ll\u00edt\u00e1sok, mint \u201ek\u00f6rnyezetbar\u00e1t\u201d, \u201ekl\u00edmasemleges\u201d vagy \u201efenntarthat\u00f3\u201d, \u00f6nmagukban ma m\u00e1r nem elegend\u0151k \u2013 s\u0151t, sokszor kifejezetten kock\u00e1zatosak.<\/p>\n\n\n\n

A kutat\u00e1sok szerint az EU-ban a k\u00f6rnyezeti \u00e1ll\u00edt\u00e1sok t\u00f6bb mint 50%-a hom\u00e1lyos vagy megalapozatlan, \u00e9s 40%-ukhoz nem t\u00e1rsul semmilyen bizony\u00edt\u00e9k.<\/a> Ezt felismerve az Eur\u00f3pai Bizotts\u00e1g 2023-ban el\u0151terjesztette a Green Claims Directive (GCD) nev\u0171 javaslat\u00e1t, amely az ilyen z\u00f6ld \u00e1ll\u00edt\u00e1sok hiteless\u00e9g\u00e9t szab\u00e1lyozn\u00e1 \u00e9s c\u00e9lja, hogy rendet tegyen a v\u00e1llalati z\u00f6ld kommunik\u00e1ci\u00f3ban. Az ir\u00e1nyelv kimondja: ha egy c\u00e9g fenntarthat\u00f3s\u00e1gi vagy k\u00f6rnyezetbar\u00e1t \u00e1ll\u00edt\u00e1st tesz, azt objekt\u00edv, m\u00e9rhet\u0151 \u00e9s f\u00fcggetlen\u00fcl igazolhat\u00f3 adatokkal kell al\u00e1t\u00e1masztania. B\u00e1r az ir\u00e1nyelv sorsa bizonytalann\u00e1 v\u00e1lt, miut\u00e1n 2025 j\u00fanius\u00e1ban a Bizotts\u00e1g bejelentette a javaslat visszavon\u00e1s\u00e1nak sz\u00e1nd\u00e9k\u00e1t, az \u00fczenet vil\u00e1gos: a z\u00f6ld \u00e1ll\u00edt\u00e1sok kora v\u00e9get \u00e9rt \u2013 a z\u00f6ld bizony\u00edt\u00e1s kora kezd\u0151d\u00f6tt..<\/p>\n\n\n\n

Magyarorsz\u00e1gon a v\u00e1llalatok z\u00f6ld kommunik\u00e1ci\u00f3j\u00e1t \u00e9s az esetleges greenwashing gyakorlatokat els\u0151sorban a Gazdas\u00e1gi Versenyhivatal (GVH) fel\u00fcgyeli. A GVH a tisztess\u00e9gtelen kereskedelmi gyakorlatr\u00f3l sz\u00f3l\u00f3 2008. \u00e9vi XLVII. t\u00f6rv\u00e9ny alapj\u00e1n j\u00e1r el, amikor egy c\u00e9g megt\u00e9veszt\u0151 vagy megalapozatlan k\u00f6rnyezetbar\u00e1t \u00e1ll\u00edt\u00e1st tesz. A hat\u00f3s\u00e1g 2025-\u00f6s ir\u00e1nymutat\u00e1sa szerint a c\u00e9geknek vil\u00e1gosan kell jelezni\u00fck, milyen tudom\u00e1nyos vagy m\u00e9r\u00e9si alapra \u00e9p\u00fcl egy \u00e1ll\u00edt\u00e1s, \u00e9s ker\u00fclni\u00fck kell minden olyan kommunik\u00e1ci\u00f3t, ami a fogyaszt\u00f3kban t\u00e9ves benyom\u00e1st kelthet a term\u00e9k vagy szolg\u00e1ltat\u00e1s k\u00f6rnyezeti el\u0151nyeir\u0151l.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Hogyan kommunik\u00e1ljon hitelesen?<\/strong>

<\/h3>\n\n\n\n

A hiteles fenntarthat\u00f3s\u00e1gi kommunik\u00e1ci\u00f3 nem a marketingr\u0151l sz\u00f3l, hanem a bizalomr\u00f3l. N\u00e9h\u00e1ny gyakorlati tan\u00e1cs, amit a magyar kis- \u00e9s k\u00f6z\u00e9pv\u00e1llalkoz\u00e1sok is alkalmazhatnak:<\/p>\n\n\n\n

Kezdje a val\u00f3s\u00e1ggal:<\/strong> ne kommunik\u00e1ljon t\u00f6bbet ann\u00e1l, mint amennyit t\u00e9nylegesen tesz. Egy \u201e\u00faton vagyunk a karbonsemlegess\u00e9g fel\u00e9\u201d \u00fczenet \u0151szint\u00e9bb, mint egy al\u00e1t\u00e1masztatlan \u201ekarbonsemlegesek vagyunk\u201d \u00e1ll\u00edt\u00e1s.<\/p>\n\n\n\n

Alapozzon adatokra:<\/strong> a fenntarthat\u00f3s\u00e1gi jelent\u00e9s \u00e9s a kett\u0151s l\u00e9nyegess\u00e9gi elemz\u00e9s (Double Materiality Analysis, DMA) nem adminisztrat\u00edv teher, hanem lehet\u0151s\u00e9g: seg\u00edt meg\u00e9rteni, mi a c\u00e9g val\u00f3di hat\u00e1sa a k\u00f6rnyezetre \u00e9s a t\u00e1rsadalomra, \u00e9s milyen ESG-kock\u00e1zatok befoly\u00e1solj\u00e1k a m\u0171k\u00f6d\u00e9s\u00e9t.<\/p>\n\n\n\n

Vonjon be szak\u00e9rt\u0151t:<\/strong> egy akkredit\u00e1lt ESG tan\u00e1csad\u00f3 seg\u00edthet eligazodni az adatszolg\u00e1ltat\u00e1s, jelent\u00e9sk\u00e9sz\u00edt\u00e9s \u00e9s kommunik\u00e1ci\u00f3 \u00fatveszt\u0151j\u00e9ben. Az ESG tan\u00e1csad\u00e1s ma m\u00e1r nem csup\u00e1n megfelel\u00e9sr\u0151l sz\u00f3l, hanem strat\u00e9giai versenyel\u0151nyr\u0151l is.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

A Vantage Point workshopjai<\/em><\/strong><\/a> j\u00f3 kiindul\u00e1si alapok lehetnek arra, hogy felm\u00e9rje, mire is van pontosan sz\u00fcks\u00e9ge c\u00e9g\u00e9nek ahhoz, hogy a legjobban \u00e9s leg\u00e9rthet\u0151bben kommunik\u00e1lja c\u00e9ge fenntarthat\u00f3s\u00e1gi \u00fatj\u00e1t a k\u00fcl\u00f6nf\u00e9le \u00e9rintettek fel\u00e9.<\/em><\/p>\n<\/blockquote>\n\n\n\n


Mes\u00e9ljen t\u00f6rt\u00e9neteket \u2013 de igazakat:<\/strong> a legjobb fenntarthat\u00f3s\u00e1gi sztorik nem grafikonokb\u00f3l \u00e1llnak, hanem emberekb\u0151l, d\u00f6nt\u00e9sekb\u0151l \u00e9s fejl\u0151d\u00e9si \u00edvekb\u0151l. A c\u00e9l nem a t\u00f6k\u00e9letess\u00e9g, hanem az \u00e1tl\u00e1that\u00f3 fejl\u0151d\u00e9s.<\/p>\n\n\n\n

A j\u00f6v\u0151 a transzparens v\u00e1llalatok\u00e9<\/strong><\/h3>\n\n\n\n


Ahogy az Eur\u00f3pai Uni\u00f3 fokozatosan \u00e9letbe l\u00e9pteti az ESG-szab\u00e1lyokat \u00e9s a Green Claims-ir\u00e1nyelvet, a magyar v\u00e1llalatok el\u0151tt is vil\u00e1gos az \u00fat: a hiteles, adatvez\u00e9relt fenntarthat\u00f3s\u00e1gi kommunik\u00e1ci\u00f3 lesz a siker kulcsa. A v\u00e1s\u00e1rl\u00f3k \u00e9s \u00fcgyfelek eduk\u00e1l\u00e1sa abban is seg\u00edt, hogy meg\u00e9rts\u00e9k a fenntarthat\u00f3s\u00e1gi t\u00f6rekv\u00e9sek val\u00f3di tartalm\u00e1t, \u00e9s tudatosabban v\u00e1lasszanak a hiteles, bizony\u00edt\u00e9kokon alapul\u00f3 z\u00f6ld megold\u00e1sok k\u00f6z\u00f6tt. Ez nemcsak a fogyaszt\u00f3i bizalmat er\u0151s\u00edti, hanem hossz\u00fa t\u00e1von a v\u00e1llalat hiteless\u00e9g\u00e9t is megalapozza. A c\u00e9gek, amelyek ma felel\u0151sen mes\u00e9lik el saj\u00e1t t\u00f6rt\u00e9net\u00fcket \u2013 al\u00e1t\u00e1masztva, m\u00e9rhet\u0151en, \u00e1tl\u00e1that\u00f3an \u2013, nemcsak a szab\u00e1lyoz\u00e1snak felelnek meg, hanem piaci el\u0151nyre is szert tesznek. Mert a j\u00f6v\u0151 fogyaszt\u00f3ja nem a legz\u00f6ldebb szlogent keresi, hanem azt, akinek el is hiheti.<\/p>","protected":false},"excerpt":{"rendered":"

Az elm\u00falt \u00e9vekben egyre t\u00f6bb v\u00e1llalat besz\u00e9l fenntarthat\u00f3s\u00e1gr\u00f3l \u2013 \u00e9s ez j\u00f3 h\u00edr. Viszont sokan k\u00f6z\u00fcl\u00fck helytelen\u00fcl csin\u00e1lj\u00e1k ezt. A \u201egreenwashing\u201d, vagyis a z\u00f6ldre festett kommunik\u00e1ci\u00f3 nemcsak hiteltelenn\u00e9 tehet egy c\u00e9get, hanem ma m\u00e1r jogi \u00e9s reput\u00e1ci\u00f3s kock\u00e1zatokat is hordoz. De mit jelent a hiteles fenntarthat\u00f3s\u00e1gi kommunik\u00e1ci\u00f3 2025-ben, \u00e9s mit tanulhatunk az Eur\u00f3pai Uni\u00f3 Green […]<\/p>\n","protected":false},"author":5,"featured_media":2432,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-2431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nHogyan ker\u00fclhet\u0151 el a greenwashing?<\/title>\n<meta name=\"description\" content=\"Hogyan kommunik\u00e1lhatj\u00e1k hitelesen a c\u00e9gek a fenntarthat\u00f3s\u00e1gi t\u00f6rekv\u00e9seiket Tippek a transzparens, adatvez\u00e9relt ESG kommunik\u00e1ci\u00f3hoz.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vantagepoint.hu\/en\/zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hogyan ker\u00fclhet\u0151 el a greenwashing?\" \/>\n<meta property=\"og:description\" content=\"Hogyan kommunik\u00e1lhatj\u00e1k hitelesen a c\u00e9gek a fenntarthat\u00f3s\u00e1gi t\u00f6rekv\u00e9seiket Tippek a transzparens, adatvez\u00e9relt ESG kommunik\u00e1ci\u00f3hoz.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vantagepoint.hu\/en\/zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat\/\" \/>\n<meta property=\"og:site_name\" content=\"Vantage Point\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-03T10:37:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-03T11:55:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/vantagepoint.hu\/wp-content\/uploads\/2025\/11\/Zold-kommunikacio-vagy-greenwashing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"905\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"S\u00fct\u0151 Hajni\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"S\u00fct\u0151 Hajni\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/vantagepoint.hu\\\/zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/vantagepoint.hu\\\/zold-kommunikacio-vagy-greenwashing-hogyan-meselje-el-hitelesen-a-cege-fenntarthatosagi-sztorijat\\\/\"},\"author\":{\"name\":\"S\u00fct\u0151 Hajni\",\"@id\":\"https:\\\/\\\/vantagepoint.hu\\\/#\\\/schema\\\/person\\\/2f2cfb5d494452c859fff0a69ea3d0bc\"},\"headline\":\"Z\u00f6ld kommunik\u00e1ci\u00f3 vagy greenwashing? 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