2023-11-24 06:46:30
1 – Spots that provoke the fury of traders
“Which one would you take?” » “Honestly, neither.” The skit brings together a customer who is hesitating between two polo shirts and a “reseller” who advises him to save the planet’s resources. In a similar vein, a man has the heart that…
1 – Spots that provoke the fury of traders
“Which one would you take?” » “Honestly, neither.” The skit brings together a customer who is hesitating between two polo shirts and a “reseller” who advises him to save the planet’s resources. In a similar vein, a man’s heart swings between two sanders. The same “dealer”, jovial demeanor and trimmed beard, directs him towards borrowing or renting. “What I find weird is buying something that you’re only going to use once,” he argues.
Produced under the aegis of Ademe (the Ecological Transition Agency), four television spots on the theme of overconsumption – the polo shirt, the sander, the smartphone, the washing machine – are supposed to run until the 4 December. They provoke the ire of professional associations, whether the Alliance du Commerce, the Union des Industries Textiles (UIT) or the French Union of Fashion and Clothing Industries (UFIMH). In a joint press release dated November 23, they summon Ademe to immediately remove the polo spot. They even threaten the Agency with legal action for “denigration”.
2 – The controversy boosts the visibility of the campaign
The controversy provokes a sort of “Streisand effect”: what we would like to see disappear is exposed in full light. France Nature Environnement, the federation of nature protection associations, underlines this ironically by congratulating “all the professional associations of traders for giving real visibility to these advertisements during a period of marketing hype around Black Friday”. On the evening of November 23, nine days following its big debut, the polo spot approached 480,000 views on YouTube, a not insignificant score for an Ademe video.
The debate is not regarding to die down. Ministers Bruno Le Maire and Christophe Béchu entered the game, with dissonant speeches. The Minister of the Economy deemed the Ademe campaign “clumsy” while his counterpart, holder of the Ecological Transition medal, said he accepted it. “None of the spots will be withdrawn,” he swore on France Inter. The future will tell (quickly).
3 – Clothing faced with the reality of figures
Launching in fall 2022 reform of the collection, sorting and recycling of textiles, the government did not hold back from denouncing overconsumption. Its deleterious effects on the environment are at least demonstrated, whether it concerns greenhouse gas emissions, water use or pollution.
He then disclosed figures which attest to the scale of the problem: each year, 450,000 tonnes of clothing, household linen and shoes are not collected and end up in landfill or incinerated. 230,000 tonnes are collected from individuals. 80% of these 230,000 tonnes of items are exported to a dubious destination: reuse, recycling or abandonment. A decree dated November 23, 2022 aims to make the sector more sustainable. There is a long way to go.
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