Published on 29 October 2018


Decathlon uses environmental disclosure as a dialog tool with its stakeholders

How can companies better diffuse CSR (Corporate Social Responsibility) internally and throughout its ecosystem? This is the question all committed companies are asking. Novethic has identified good, achievable, and proven practices that have been put in place by major economic leaders. The following focuses on Decathlon and the environmental display.



Decathlon uses environmental display as a dialog tool

By embarking on the environmental display, Decathlon, a sporting goods retailer, certainly did not imagine the magnitude of the task. It took almost ten years to see one of the five letters - A, B, C, D, or E - displayed on 1,500 products on the Internet, a third of the textile, footwear and apparel supply of the group But now the dynamic is launched. By the end of the winter, more than 50% of products will be affected and the display will also be proposed in stores.

"This is a significant change internally," says Raffaele Duby, Decathlon's Environment / Eco-design Manager. “We first needed to improve the design of our products to know exactly what materials and processes were used. Gradually, we have created a common base, shared our methodologies and put in place a database to support calculations, comparison and the involvement of new actors. Finally, it has become a dialogue tool to talk about the environment in a simple way with our stakeholders (suppliers, customers, employees, ...) ! "

Common technical base

To carry out environmental labeling successfully, the group had to mobilize its entire ecosystem, either to collect data from its suppliers or to define common scales with the other textile pilot brands of experimentation such as Okaïdi, Jules or Brice. Together, they modeled the impacts of their production on the environment, established a standard reference for each product (t-shirt, pants, ...) and a graphic charter, so that other brands can easily appropriate the display.

Decathlon is one of the most advanced pilot companies on this subject in France. Fnac also offers an environmental display on 70% of its tech products (computers, tablets, smartphones and televisions), Casino should stamp 300 products by the end of the year on the Internet and Camif will put in the next weeks. Five Disney hotels among a hundred engaged also show the impacts of a night, breakfast included, specifying CO2 emissions, water consumption or non-renewable resources, or the share of organic products.

These companies are accompanied by Ademe. The Environment and Energy Management Agency was commissioned to support until mid-2019 this group of voluntary companies from five different sectors (furniture, textiles, hotels, electronics and food products) to create a common and harmonized technical foundation. An environmental impact database was launched in 2014. It has enabled the creation of around 30 product reference documents.

A unifying tool in-house

"Our goal is that environmental labeling becomes as commonplace as price or product features," said Raffaele Duby. "It allows consumers to make informed purchasing decisions and to promote the value of their products. eco-design actions to differentiate and eventually transform the sector." Among the fifteen indicators evaluated, there are of course CO2 emissions, but also chemical pollution, water pollution, eutrophication, acidification of environments ... Between two and five indicators are retained per product .

"In addition to informing the consumer and encouraging more sustainable production, environmental labeling allows federating teams internally around a motivating project, comments Fabienne Benech, in charge of the file at Ademe. is necessarily a collective project that must be carried by everyone on the entire value chain.In hotels, all trades must be sensitized, cooks, as well as housekeepers and housekeepers ... "

Now remains to communicate around this device still largely unknown to the general public and to generalize its deployment in accordance with the roadmap on the circular economy. A public service delegation with ADEME is expected to be announced in 2019. It will be in charge of creating new product standards and validating the sincerity of the notes posted by the voluntary brands. A guarantee of credibility essential so that consumers can really make an informed and responsible choice at the time of their purchase.

Concepcion Alvarez

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