{"id":1999,"date":"2025-09-04T17:57:00","date_gmt":"2025-09-04T15:57:00","guid":{"rendered":"https:\/\/www.wh4u.eu\/blog\/greenwashing-vs-skutecna-udrzitelnost-neni-vsechno-tak-zelene-jak-se-zda\/"},"modified":"2025-12-26T21:03:55","modified_gmt":"2025-12-26T20:03:55","slug":"greenwashing-vs-skutecna-udrzitelnost-neni-vsechno-tak-zelene-jak-se-zda","status":"publish","type":"post","link":"https:\/\/www.wh4u.eu\/cs\/blog\/greenwashing-vs-skutecna-udrzitelnost-neni-vsechno-tak-zelene-jak-se-zda\/","title":{"rendered":"Greenwashing vs. skute\u010dn\u00e1 udr\u017eitelnost: Nen\u00ed v\u0161echno tak \"zelen\u00e9\", jak se zd\u00e1"},"content":{"rendered":"<div class='wysiwyg'>\n<p>Na obalech od vody je zn\u00e1zorn\u011bn list. V lobby hotelu je vertik\u00e1ln\u00ed zahrada. Na webu sv\u00edt\u00ed \u201eNa\u0161e mise: udr\u017eitelnost\u201c. Vypad\u00e1 to hezky \u2013 ale \u010dasto je za t\u00edm v\u00edc marketingu ne\u017e reality. Greenwashing je pojem, kter\u00fd zdom\u00e1cn\u011bl i v na\u0161em regionu, a znamen\u00e1 to, \u017ee firma se tv\u00e1\u0159\u00ed ekologicky, ale ve skute\u010dnosti se na jej\u00edm fungov\u00e1n\u00ed mnoho nezm\u011bnilo.<\/p>\n\n<p>Udr\u017eitelnost toti\u017e nen\u00ed jen o tom, \u017ee p\u0159estaneme pou\u017e\u00edvat plastov\u00e9 br\u010dka. Je to komplexn\u00ed p\u0159\u00edstup k tomu, jak firma mysl\u00ed na budoucnost \u2013 od dodavatelsk\u00fdch \u0159et\u011bzc\u016f p\u0159es energetickou n\u00e1ro\u010dnost a\u017e po zp\u016fsob, jak\u00fdm zach\u00e1z\u00ed s lidsk\u00fdm potenci\u00e1lem.<\/p>\n\n<p>Zvl\u00e1\u0161t\u011b v Horeca segmentu je d\u016fle\u017eit\u00e9 rozli\u0161ovat mezi t\u00edm, co jen vypad\u00e1 dob\u0159e, a t\u00edm, co m\u00e1 re\u00e1ln\u00fd dopad. Nap\u0159\u00edklad: pou\u017e\u00edv\u00e1n\u00ed lok\u00e1ln\u00edch surovin sni\u017euje uhl\u00edkovou stopu a z\u00e1rove\u0148 podporuje mal\u00e9 farm\u00e1\u0159e. F\u00e9rov\u00e9 \u200b\u200bsmlouvy a stabiln\u00ed podm\u00ednky pro sez\u00f3nn\u00ed zam\u011bstnance sni\u017euj\u00ed fluktuaci a zvy\u0161uj\u00ed kvalitu slu\u017eeb. \u0160kolen\u00ed zam\u011bstnanc\u016f v oblasti \u0161et\u0159en\u00ed energi\u00ed nebo vody? Mal\u00e9 zm\u011bny, kter\u00e9 se po\u010d\u00edtaj\u00ed.<\/p>\n\n<p>A hlavn\u011b: udr\u017eitelnost se net\u00fdk\u00e1 jen p\u0159\u00edrody. T\u00fdk\u00e1 se i lid\u00ed. Proto\u017ee firma, kter\u00e1 se star\u00e1 o sv\u00e9 zam\u011bstnance, komunikuje transparentn\u011b a chov\u00e1 se zodpov\u011bdn\u011b v\u016f\u010di okol\u00ed, je udr\u017eiteln\u00e1 iv tom nej\u0161ir\u0161\u00edm slova smyslu.<\/p>\n\n<p>N\u011bkdy nen\u00ed t\u0159eba velk\u00e9 PR kampan\u011b. Sta\u010d\u00ed, kdy\u017e firma d\u011bl\u00e1 v\u011bci poctiv\u011b. A kdy\u017e jednou n\u011bkdo \u0159ekne: \u201eTam d\u011blaj\u00ed v\u011bci dob\u0159e\u201c \u2013 to je ten nejlep\u0161\u00ed certifik\u00e1t udr\u017eitelnosti.<\/p>\n\n<p>udr\u017eitelnost #greenwashing #HR #Horeca #firemnakultura<\/p>\n\n<p><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1402,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-cs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Greenwashing vs. skute\u010dn\u00e1 udr\u017eitelnost: Nen\u00ed v\u0161echno tak &quot;zelen\u00e9&quot;, jak se zd\u00e1 - WH personnel agency CZ s.r.o.<\/title>\n<meta name=\"description\" content=\"Greenwashing je pojem, kter\u00fd zdom\u00e1cn\u011bl i v na\u0161em regionu, a znamen\u00e1 to, \u017ee firma se tv\u00e1\u0159\u00ed ekologicky, ale ve skute\u010dnosti se na jej\u00edm fungov\u00e1n\u00ed mnoho nezm\u011bnilo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wh4u.eu\/cs\/blog\/greenwashing-vs-skutecna-udrzitelnost-neni-vsechno-tak-zelene-jak-se-zda\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing vs. skute\u010dn\u00e1 udr\u017eitelnost: Nen\u00ed v\u0161echno tak &quot;zelen\u00e9&quot;, jak se zd\u00e1 - 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