{"id":13603,"date":"2026-02-06T09:55:06","date_gmt":"2026-02-06T08:55:06","guid":{"rendered":"https:\/\/lfchannel.com\/?p=13603"},"modified":"2026-03-09T14:34:52","modified_gmt":"2026-03-09T13:34:52","slug":"com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/","title":{"rendered":"Com aplicar la sostenibilitat en esdeveniments corporatius (sense fer greenwashing)"},"content":{"rendered":"<p><strong>L&#8217;etiqueta \u201cesdeveniment sostenible\u201d ja \u00e9s un requisit imprescindible en el m\u00f3n dels esdeveniments corporatius.<\/strong> No obstant aix\u00f2, l&#8217;inter\u00e8s i les tend\u00e8ncies marcades per la sostenibilitat tamb\u00e9 ha vingut acompanyats de pr\u00e0ctiques de\u00a0<strong>greenwashing<\/strong>\u00a0que posen en risc la reputaci\u00f3 de les marques, generen desconfian\u00e7a i poden derivar fins i tot en sancions reguladores.<\/p>\n<p>Per a les empreses que pensen a organitzar esdeveniments, el repte ja no \u00e9s nom\u00e9s reduir el seu impacte ambiental, sin\u00f3 demostrar amb dades i criteris verificables, que el que es comunica \u00e9s real i no \u00e9s una promesa buida, seguint les mateixes pr\u00e0ctiques que a l&#8217;hora de <a href=\"https:\/\/lfchannel.com\/ca\/comunicacio-sostenible-com-difondre-iniciatives-verdes\/\" target=\"_blank\" rel=\"noopener\"><strong>comunicar la sostenibilitat de la teva empresa.<\/strong><br \/>\n<\/a><\/p>\n<div class=\"flex flex-col text-sm\">\n<article class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&amp;:has([data-writing-block])&gt;*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" tabindex=\"-1\" data-turn-id=\"request-WEB:78be902d-ca49-4634-b172-8b8e9627903c-3\" data-testid=\"conversation-turn-8\" data-scroll-anchor=\"true\" data-turn=\"assistant\">\n<div class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm\/main:[--thread-content-margin:--spacing(6)] @w-lg\/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\" tabindex=\"-1\">\n<div class=\"flex max-w-full flex-col grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&amp;]:mt-1\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"5c3fbcf9-9897-4c9e-ade4-550a2ea20056\" data-message-model-slug=\"gpt-5-2\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[1px]\">\n<div class=\"markdown prose dark:prose-invert w-full wrap-break-word light markdown-new-styling\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Que_es_el_greenwashing_i_com_afecta_els_esdeveniments_corporatius\" >Qu\u00e8 \u00e9s el greenwashing i com afecta els esdeveniments corporatius<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Per_que_el_greenwashing_perjudica_el_teu_esdeveniment_i_a_la_teva_companyia\" >Per qu\u00e8 el\u00a0greenwashing\u00a0perjudica el teu esdeveniment i a la teva companyia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Com_evitar_el_greenwashing_en_la_comunicacio_desdeveniments\" >Com evitar el\u00a0greenwashing\u00a0en la comunicaci\u00f3 d&#8217;esdeveniments<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Comunicar_missatges_i_afirmacions_veridics\" >Comunicar missatges i afirmacions ver\u00eddics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Aportar_evidencies_i_metriques_verificables\" >Aportar evid\u00e8ncies i m\u00e8triques verificables<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/ca\/com-aplicar-la-sostenibilitat-en-esdeveniments-corporatius-sense-fer-greenwashing\/#Aplicar_la_coherencia_entre_discurs_i_accions\" >Aplicar la coher\u00e8ncia entre discurs i accions<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 data-start=\"94\" data-end=\"177\"><span class=\"ez-toc-section\" id=\"Que_es_el_greenwashing_i_com_afecta_els_esdeveniments_corporatius\"><\/span>Qu\u00e8 \u00e9s el greenwashing i com afecta els esdeveniments corporatius<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<p>El\u00a0greenwashing\u00a0\u00e9s una pr\u00e0ctica enganyosa que apareix quan una marca diu ser \u201cverda\u201d sense ser-ho de veritat, comunicant accions sostenibles que, en la pr\u00e0ctica, s\u00f3n m\u00ednimes, irrellevants o ni tan sols existeixen. En l&#8217;\u00e0mbit dels esdeveniments corporatius, pot identificar-se amb missatges que asseguren que un esdeveniment \u00e9s \u201ccarboni neutre\u201d quan, en realitat, no ho \u00e9s.<\/p>\n<p>Diversos organismes, com la Uni\u00f3 Europea per mitj\u00e0 de la seva <strong><a href=\"https:\/\/www.pactomundial.org\/leyes-directivas-normativas-sostenibilidad\/directiva-ecoblanqueo-greenwashing\/\" target=\"_blank\" rel=\"noopener\">Directiva (UE) 2024\/825<\/a><\/strong>, relacionen el\u00a0greenwashing\u00a0amb aquesta bretxa entre el que una empresa compta sobre el seu impacte ambiental i la realitat, avisant que aquesta informaci\u00f3 pot enganyar les persones assistents i distorsionar la compet\u00e8ncia entre empreses en aportar dades falses.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Per_que_el_greenwashing_perjudica_el_teu_esdeveniment_i_a_la_teva_companyia\"><\/span>Per qu\u00e8 el\u00a0greenwashing\u00a0perjudica el teu esdeveniment i a la teva companyia<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En tractar-se d&#8217;una mala pr\u00e0ctica, el\u00a0greenwashing\u00a0pot convertir-se en un problema per a l&#8217;estrat\u00e8gia empresarial i influir negativament en el teu esdeveniment corporatiu. Alguns d&#8217;aquests perjudicis poden ser:<\/p>\n<ul>\n<li><strong>Reputaci\u00f3 en risc:<\/strong> quan es detecta que les afirmacions ambientals s\u00f3n exagerades o sense proves, es genera una p\u00e8rdua de credibilitat de la marca que afecta la seva reputaci\u00f3. L&#8217;honestedat i comptar amb un equip especialitzat en l&#8217;organitzaci\u00f3 d&#8217;esdeveniments sostenibles s\u00f3n clau per a no aplicar pr\u00e0ctiques de\u00a0greenwashing.<\/li>\n<li><strong>Risc legal: <\/strong>les pr\u00e0ctiques de\u00a0greenwashing poden arribar a implicar possibles sancions o l&#8217;obligaci\u00f3 de rectificar comunicacions.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Com_evitar_el_greenwashing_en_la_comunicacio_desdeveniments\"><\/span>Com evitar el\u00a0greenwashing\u00a0en la comunicaci\u00f3 d&#8217;esdeveniments<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No caure en el\u00a0greenwashing\u00a0implica organitzar i comunicar el teu des de l&#8217;honestedat, aplicant el rigor, la coher\u00e8ncia i la tra\u00e7abilitat, de la mateixa manera que es comunica amb pr\u00e0ctiques com:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Comunicar_missatges_i_afirmacions_veridics\"><\/span>Comunicar missatges i afirmacions ver\u00eddics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Es recomana substituir missatges gen\u00e8rics com \u201cesdeveniment\u00a0ecofriendly\u201d\u00a0per dades espec\u00edfiques: percentatge de residus reciclats, xifres sobre la reducci\u00f3 de consum energ\u00e8tic respecte a edicions anteriors o mesures concretes de mobilitat sostenible. <strong>Tot aportaci\u00f3 num\u00e8rica suma sempre que sigui real<\/strong>. En\u00a0esre\u00a0punt, \u00e9s important que totes les accions sostenibles presentades han de ser mesurables.<\/li>\n<li>Evitar termes absoluts com \u201c100% sostenible\u201d o \u201cimpacte zero\u201d tret que puguin demostrar-se amb una metodologia reconeguda i auditada.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Aportar_evidencies_i_metriques_verificables\"><\/span>Aportar evid\u00e8ncies i m\u00e8triques verificables<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Presentar de manera clara abans de l&#8217;esdeveniment els indicadors que es tindran en compte (petjada de carboni, consum d&#8217;aigua, reutilitzaci\u00f3 de materials\u2026) i mesurar-los de manera correcta.<\/li>\n<li>Secundar-se en certificacions, auditories externes o segells verificats explicant de manera transparent qu\u00e8 avala cada reconeixement.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Aplicar_la_coherencia_entre_discurs_i_accions\"><\/span>Aplicar la coher\u00e8ncia entre discurs i accions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Alinear el relat de sostenibilitat amb decisions clau a l&#8217;hora d&#8217;organitzar l&#8217;esdeveniment com s\u00f3n l&#8217;elecci\u00f3 de l&#8217;espai, el catering, el transport, els prove\u00efdors i\/o els regals corporatius.<\/li>\n<li>Evitar situacions contradict\u00f2ries com per exemple contractar prove\u00efdors que generin exc\u00e9s de residus, que no s&#8217;apliqui el reciclatge en l&#8217;espai, oferir marxandatge innecessari i d&#8217;un sol \u00fas o servir aigua en ampolles de pl\u00e0stic.<\/li>\n<\/ul>\n<p>Necessites ajuda per a organitzar el teu esdeveniment corporatiu sostenible? Compta amb l&#8217;equip professional i especialitzat de LF Channel, <a href=\"https:\/\/lfchannel.com\/ca\/contacte\/\" target=\"_blank\" rel=\"noopener\"><strong>consulta&#8217;ns sense comprom\u00eds<\/strong><\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;etiqueta \u201cesdeveniment sostenible\u201d ja \u00e9s un requisit imprescindible en el m\u00f3n dels esdeveniments corporatius. No obstant aix\u00f2, l&#8217;inter\u00e8s i les tend\u00e8ncies marcades per la sostenibilitat tamb\u00e9 ha vingut acompanyats de pr\u00e0ctiques de\u00a0greenwashing\u00a0que posen en risc la reputaci\u00f3 de les marques, generen desconfian\u00e7a i poden derivar fins i tot en sancions reguladores. Per a les empreses [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":13600,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[47],"tags":[],"class_list":["post-13603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"L&#039;etiqueta &quot;esdeveniment sostenible&quot; \u00e9s clau, per\u00f2 el greenwashing posa en risc la reputaci\u00f3 de marques. \u00c9s vital demostrar amb dades reals l&#039;impacte ambiental.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Clara Hern\u00e1ndez\"\/>\n\t<link rel=\"canonical\" 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