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        "rendered": "[et_pb_section fb_built=&#8221;1&#8243; theme_builder_area=&#8221;post_content&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; da_is_popup=&#8221;off&#8221; da_exit_intent=&#8221;off&#8221; da_has_close=&#8221;on&#8221; da_alt_close=&#8221;off&#8221; da_dark_close=&#8221;off&#8221; da_not_modal=&#8221;on&#8221; da_is_singular=&#8221;off&#8221; da_with_loader=&#8221;off&#8221; da_has_shadow=&#8221;on&#8221; da_disable_devices=&#8221;off|off|off&#8221;][et_pb_row _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; custom_padding=&#8221;||41px|||&#8221;][et_pb_column _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;L&#8217;entreprise va-t-elle sauver le monde ?&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; title_font=&#8221;|800|||||||&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_heading title=&#8221;D\u00e9cortiquer les dangers du goodwashing&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; title_level=&#8221;h2&#8243; title_font=&#8221;|700|||||||&#8221; global_colors_info=&#8221;{%22gcid-secondary-color%22:%91%22title_text_color%22%93}&#8221; title_text_color=&#8221;gcid-secondary-color&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; global_colors_info=&#8221;{%22gcid-body-color%22:%91%22text_text_color%22%93}&#8221; text_text_color=&#8221;gcid-body-color&#8221; text_font=&#8221;|600|||||||&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; text_line_height=&#8221;2em&#8221;]<p data-start=\"255\" data-end=\"483\">Le quotidien <em data-start=\"268\" data-end=\"278\">Le Monde<\/em> s\u2019est r\u00e9cemment pench\u00e9 sur une question qui traverse aussi bien les entreprises classiques que l\u2019\u00e9conomie sociale et solidaire : <strong data-start=\"408\" data-end=\"481\">peut-on vraiment concilier performance \u00e9conomique et impact positif ?<\/strong><\/p>\n<p data-start=\"485\" data-end=\"833\">Dans son article intitul\u00e9 <em data-start=\"511\" data-end=\"557\">\u00ab L\u2019entreprise va-t-elle sauver le monde ? \u00bb<\/em>, le journaliste Nicolas Santolaria d\u00e9crit la mont\u00e9e en puissance du vocabulaire du \u00ab good \u00bb \u2014 durable, \u00e9thique, solidaire \u2014 dans les discours marketing et institutionnels. Des marques aux start-ups, toutes semblent aujourd\u2019hui vouloir s\u2019habiller des habits de l\u2019engagement.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; custom_padding=&#8221;58px|||||&#8221;][et_pb_column _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; type=&#8221;4_4&#8243; theme_builder_area=&#8221;post_content&#8221;][et_pb_heading title=&#8221;Quand le %22good%22 devient un argument de vente&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; title_level=&#8221;h3&#8243; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; global_colors_info=&#8221;{%22gcid-body-color%22:%91%22text_text_color%22%93}&#8221; text_text_color=&#8221;gcid-body-color&#8221; text_line_height=&#8221;2em&#8221;]<p data-start=\"893\" data-end=\"1119\">L\u2019article pointe un ph\u00e9nom\u00e8ne pr\u00e9occupant : l\u2019\u00e9thique est parfois r\u00e9duite \u00e0 un <strong data-start=\"972\" data-end=\"989\">simple slogan<\/strong>, un outil de communication plus qu\u2019un r\u00e9el changement de pratiques. Ce que certains appellent d\u00e9sormais le <strong data-start=\"1097\" data-end=\"1116\">\u00ab goodwashing \u00bb<\/strong>.<\/p>\n<p data-start=\"1121\" data-end=\"1354\">Derri\u00e8re les campagnes de communication s\u00e9duisantes, on retrouve souvent des produits ou des services qui n\u2019ont rien d\u2019innovant socialement, mais qui b\u00e9n\u00e9ficient d\u2019un habillage moral pour s\u00e9duire des consommateurs en qu\u00eate de sens.<\/p>[\/et_pb_text][et_pb_heading title=&#8221;Pourquoi ce d\u00e9bat nous concerne&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; title_level=&#8221;h3&#8243; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243; global_colors_info=&#8221;{%22gcid-body-color%22:%91%22text_text_color%22%93}&#8221; text_text_color=&#8221;gcid-body-color&#8221;]<p data-start=\"1399\" data-end=\"1472\">\u00c0 travers cet article, <em data-start=\"1422\" data-end=\"1432\">Le Monde<\/em> met en lumi\u00e8re une tension centrale :<\/p>\n<ul data-start=\"1473\" data-end=\"1702\">\n<li data-start=\"1473\" data-end=\"1567\">\n<p data-start=\"1475\" data-end=\"1567\">soit l\u2019entreprise joue la carte de l\u2019engagement pour transformer r\u00e9ellement ses pratiques,<\/p>\n<\/li>\n<li data-start=\"1568\" data-end=\"1702\">\n<p data-start=\"1570\" data-end=\"1702\">soit elle se contente d\u2019une <strong data-start=\"1598\" data-end=\"1620\">\u00e9thique cosm\u00e9tique<\/strong>, qui risque de d\u00e9cr\u00e9dibiliser l\u2019ensemble des initiatives r\u00e9ellement vertueuses.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1704\" data-end=\"1888\">Pour le Social Good Accelerator, ce d\u00e9bat est essentiel. Il rappelle pourquoi nous militons pour un num\u00e9rique <strong data-start=\"1814\" data-end=\"1858\">ouvert, d\u00e9mocratique et r\u00e9ellement utile<\/strong>, loin des effets d\u2019annonce.<\/p>[\/et_pb_text][et_pb_heading title=&#8221;Un article \u00e0 lire pour mieux comprendre les enjeux&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; title_level=&#8221;h3&#8243; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_heading][et_pb_button button_text=&#8221;Je consulte l&#8217;article du Monde complet&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; theme_builder_area=&#8221;post_content&#8221; custom_button=&#8221;on&#8221; button_text_color=&#8221;#FFFFFF&#8221; button_alignment=&#8221;center&#8221; button_url=&#8221;https:\/\/www.lemonde.fr\/m-perso\/article\/2020\/09\/25\/l-entreprise-va-t-elle-sauver-le-monde_6053628_4497916.html&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]",
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        "rendered": "<p>Le quotidien Le Monde s\u2019est r\u00e9cemment pench\u00e9 sur une question qui traverse aussi bien les entreprises classiques que l\u2019\u00e9conomie sociale et solidaire : peut-on vraiment concilier performance \u00e9conomique et impact [&hellip;]<\/p>",
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