{"id":16032,"date":"2026-10-07T14:30:18","date_gmt":"2026-10-07T14:30:18","guid":{"rendered":"https:\/\/www.weloop.org\/?p=16032"},"modified":"2026-10-07T15:08:24","modified_gmt":"2026-10-07T15:08:24","slug":"the-green-leaf-paradox-when-communication-comes-before-assessment","status":"publish","type":"post","link":"https:\/\/www.weloop.org\/en\/le-paradoxe-de-la-feuille-verte-quand-la-communication-devance-levaluation\/","title":{"rendered":"The green leaf paradox: when communication gets ahead of assessment"},"content":{"rendered":"<style>.kb-row-layout-id16032_f30d40-ab > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id16032_f30d40-ab > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:center;}.kb-row-layout-id16032_f30d40-ab > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:1100px;margin-left:auto;margin-right:auto;padding-top:var(--global-kb-spacing-lg, 3rem);padding-bottom:var(--global-kb-spacing-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id16032_f30d40-ab > .kt-row-layout-overlay{opacity:1;background-color:var(--nv-dark-bg);}@media all and (max-width: 1024px){.kb-row-layout-id16032_f30d40-ab > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id16032_f30d40-ab > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id16032_f30d40-ab alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-layout-overlay kt-row-overlay-normal\"><\/div><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle\">\n<style>.kadence-column16032_d7cf94-25 > .kt-inside-inner-col,.kadence-column16032_d7cf94-25 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column16032_d7cf94-25 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column16032_d7cf94-25 > .kt-inside-inner-col{flex-direction:column;}.kadence-column16032_d7cf94-25 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column16032_d7cf94-25 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column16032_d7cf94-25{position:relative;}@media all and (max-width: 1024px){.kadence-column16032_d7cf94-25 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column16032_d7cf94-25 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column16032_d7cf94-25\"><div class=\"kt-inside-inner-col\">\n<h1 class=\"wp-block-heading has-text-align-center has-nv-text-dark-bg-color has-text-color has-link-color wp-elements-1\" id=\"h-le-paradoxe-de-la-feuille-verte-quand-la-communication-devance-l-evaluation\" style=\"border-style:none;border-width:0px;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--80)\">The green leaf paradox: when communication gets ahead of assessment<\/h1>\n\n\n\n<p class=\"has-text-align-center has-nv-site-bg-color has-text-color has-link-color wp-elements-2 wp-block-paragraph\">Emilie Guilvert<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The ecological transition is now a key consideration in corporate strategies, public policies and industrial projects. References to sustainability, the circular economy and decarbonisation are becoming increasingly common. This trend reflects growing awareness of environmental challenges.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We live in a world filled with green leaves. They appear in logos, presentations, reports, trade shows and events dedicated to the ecological transition.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This communication often reflects a genuine desire to take action. However, it also raises several essential questions: are the claimed environmental benefits based on quantitative and verifiable assessments? Are solutions presented as environmentally beneficial genuinely so, and under what conditions? What impact shifting or rebound effects could reduce the expected benefits?<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-quels-indicateurs-guident-les-projets\" class=\"wp-block-heading\"><strong>Which indicators guide projects?<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">From design through to industrialisation, projects are generally subject to detailed economic analyses covering investment costs, profitability, return on investment, expected revenue and competitiveness.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social and regional benefits are also highlighted: jobs created or maintained, skills development, social acceptance and contributions to the local economy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These analyses are essential. However, environmental performance does not always receive the same level of attention. It may be less thoroughly documented, assessed at a late stage or given limited visibility in the information presented to support decision-making.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Environmental considerations therefore appear in the objectives and conclusions, without the data needed to assess the claimed benefits being clearly presented.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>As if economic performance had to be demonstrated, social performance explained, but environmental performance simply assumed.<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-qu-en-est-il-des-projets-de-transition\" class=\"wp-block-heading\"><strong>Qu\u2019en est-il des projets de transition ? <\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Consider sectors undergoing the ecological transition: e-mobility and batteries, electrical and electronic equipment, digital technologies, healthcare, clothing, the agri-food sector and construction.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les discussions portent souvent sur les investissements, les infrastructures, les opportunit\u00e9s industrielles, les emplois et l\u2019adoption des solutions par les utilisateurs. Ces sujets sont l\u00e9gitimes.&nbsp;En revanche, les gains environnementaux peuvent \u00eatre consid\u00e9r\u00e9s comme acquis d\u00e8s lors que le projet s\u2019inscrit dans un r\u00e9cit de transition \u00e9cologique.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cela ne signifie pas que ces gains n\u2019existent pas. Cela signifie qu\u2019ils doivent \u00eatre \u00e9valu\u00e9s, en pr\u00e9cisant la situation de r\u00e9f\u00e9rence, le p\u00e9rim\u00e8tre \u00e9tudi\u00e9 et les conditions n\u00e9cessaires \u00e0 leur r\u00e9alisation.&nbsp;Une technologie ne devient pas moins impactante parce qu\u2019elle est associ\u00e9e \u00e0 une prise \u00e9lectrique, \u00e0 des fl\u00e8ches de circularit\u00e9 ou \u00e0 une feuille verte. Sa contribution environnementale d\u00e9pend de ce qu\u2019elle remplace r\u00e9ellement, de ses modes de production et de ses usages.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This situation raises a fundamental question: on what basis can we claim that a project reduces environmental impacts, compared with which baseline solution, and under what conditions?<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-les-mots-suffisent-ils\" class=\"wp-block-heading\"><strong>Les mots suffisent-ils ? <\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Some terms have become almost impossible to question:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-f0fa2d4b default uagb-is-root-container\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:20px\"><strong>\u201cSustainable\u201d<\/strong>&nbsp;<\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-16032_a1c713-a0 .kt-block-spacer{height:35px;}.wp-block-kadence-spacer.kt-block-spacer-16032_a1c713-a0 .kt-divider{border-top-width:15px;height:1px;border-top-color:var(--nv-secondary-accent);width:25%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-16032_a1c713-a0\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">Calling yourself sustainable is not enough. This claim must be supported by an assessment of environmental, economic and social performance, with a clearly defined scope and limitations.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:20px\"><strong>\u201cCircular\u201d<\/strong>&nbsp;<\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-16032_a28342-69 .kt-block-spacer{height:35px;}.wp-block-kadence-spacer.kt-block-spacer-16032_a28342-69 .kt-divider{border-top-width:15px;height:1px;border-top-color:var(--nv-secondary-accent);width:25%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-16032_a28342-69\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">The circular economy can reduce certain impacts. However, the circularity of a system does not automatically guarantee a reduction in environmental pressures. A process can be circular while still consuming large amounts of energy or resources.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:20px\"><strong>\u201cTransition\u201d<\/strong><\/p>\n\n\n<style>.wp-block-kadence-spacer.kt-block-spacer-16032_b46c91-6a .kt-block-spacer{height:35px;}.wp-block-kadence-spacer.kt-block-spacer-16032_b46c91-6a .kt-divider{border-top-width:15px;height:1px;border-top-color:var(--nv-secondary-accent);width:25%;border-top-style:solid;}<\/style>\n<div class=\"wp-block-kadence-spacer aligncenter kt-block-spacer-16032_b46c91-6a\"><div class=\"kt-block-spacer kt-block-spacer-halign-center\"><hr class=\"kt-divider\"\/><\/div><\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">The term suggests an improvement. However, a transition must be assessed to determine which impacts it reduces, which it may increase, and the conditions under which it delivers a genuine benefit.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">These terms can describe worthwhile ambitions. They are not a substitute for demonstrating their benefits. The same standard applies to negative judgements: describing a technology as \u201cenvironmentally friendly\u201d or \u201cnot environmentally friendly\u201d without specifying the impacts considered, the conditions of use and the baseline scenario does not support informed decision-making.&nbsp;<\/p>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-la-performance-environnementale-peut-elle-etre-mesuree-avec-un-seul-indicateur-nbsp\" class=\"wp-block-heading\"><strong>Can environmental performance be measured with a single indicator?&nbsp;<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">An improvement in one indicator does not guarantee improvements in all others. Depending on the solution chosen, reducing greenhouse gas emissions may be accompanied by increased water consumption or pressure on resources. Similarly, reducing impacts during the use phase may shift some of the burden to manufacturing or end-of-life.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These impact shifts can also occur geographically. An improvement observed in one region may be accompanied by additional pressures in the countries where raw materials are extracted and equipment is manufactured.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is therefore essential to look beyond the indicator being highlighted and the life cycle stage where the benefit is most visible.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Identifier ces contreparties ne signifie pas que toute am\u00e9lioration soit illusoire. Cela permet de comprendre les arbitrages et de rechercher les solutions qui r\u00e9duisent les impacts sans simplement les d\u00e9placer.&nbsp;Aux transferts d\u2019impact s\u2019ajoutent les effets rebond : lorsqu\u2019une am\u00e9lioration d\u2019efficacit\u00e9 r\u00e9duit le co\u00fbt d\u2019usage d\u2019une solution, elle peut encourager une utilisation suppl\u00e9mentaire qui absorbe une partie des gains attendus. R\u00e9duire l\u2019impact par utilisation ne garantit donc pas une r\u00e9duction de l\u2019impact total.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-comment-passer-de-l-affirmation-a-la-demonstration-nbsp\" class=\"wp-block-heading\"><strong>How can we move from claims to evidence?&nbsp;<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">The problem is not the use of a leaf in a logo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">We require evidence when it comes to profitability. We require evidence when it comes to jobs or social acceptance. <strong>It therefore seems logical to apply the same level of scrutiny to environmental performance.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ecological transition is not simply about intentions or symbols. It depends on our ability to measure, compare and assess the impacts of the choices we make.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the issues at stake and the claims being made, the evidence can be based on the following elements:&nbsp;<\/p>\n\n\n\n<div class=\"wl-schema\">\n  <div class=\"wl-stage\">\n\n    <!-- CENTRE -->\n    <div class=\"wl-analysis\">\n      <svg class=\"wl-magnifier\" viewbox=\"0 0 260 300\" aria-hidden=\"true\">\n\n        <ellipse cx=\"130\" cy=\"275\" rx=\"38\" ry=\"8\"\n                 fill=\"rgba(3,29,107,.08)\"\/>\n\n        <rect x=\"113\" y=\"191\" width=\"34\" height=\"91\" rx=\"17\"\n              fill=\"#F5F7FC\"\n              stroke=\"rgba(3,29,107,.20)\"\n              stroke-width=\"3\"\/>\n\n        <rect x=\"121\" y=\"203\" width=\"18\" height=\"65\" rx=\"9\"\n              fill=\"rgba(3,29,107,.07)\"\/>\n\n        <circle cx=\"130\" cy=\"112\" r=\"91\"\n                fill=\"#fff\"\n                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<defs>\n          <radialgradient id=\"lensGradient\"\n                          cx=\"35%\" cy=\"28%\"\n                          r=\"80%\">\n            <stop offset=\"0%\" stop-color=\"#FFFFFF\"\/>\n            <stop offset=\"65%\" stop-color=\"#F4F7FD\"\/>\n            <stop offset=\"100%\" stop-color=\"#E5EBF8\"\/>\n          <\/radialgradient>\n        <\/defs>\n      <\/svg>\n    <\/div>\n\n    <!-- CONNECTEURS -->\n    <span class=\"wl-link link-top\"><\/span>\n    <span class=\"wl-link link-lt\"><\/span>\n    <span class=\"wl-link link-lb\"><\/span>\n    <span class=\"wl-link link-rt\"><\/span>\n    <span class=\"wl-link link-rb\"><\/span>\n\n    <!-- RESSOURCES -->\n    <article class=\"wl-item item-top\">\n      <div class=\"wl-copy\">\n        <h3>Resource Analysis<\/h3>\n        <p>Assessment of resource consumption and criticality.<\/p>\n      <\/div>\n\n      <div class=\"wl-icon blue\">\n        <svg viewbox=\"0 0 64 64\" aria-hidden=\"true\">\n          <path d=\"M11 46V20a5 5 0 0 1 5-5h20l9 9v12\"\n                fill=\"none\" stroke=\"currentColor\" stroke-width=\"3.2\"\/>\n          <path d=\"M36 15v11h11\"\n                fill=\"none\" stroke=\"currentColor\" stroke-width=\"3.2\"\/>\n          <path d=\"M20 28h13M20 35h10\"\n                fill=\"none\" stroke=\"currentColor\" stroke-width=\"3.2\"\n                stroke-linecap=\"round\"\/>\n          <circle cx=\"43\" cy=\"43\" r=\"9\"\n                  fill=\"none\" stroke=\"currentColor\" stroke-width=\"3.2\"\/>\n          <path d=\"M49.5 49.5 56 56\"\n                fill=\"none\" stroke=\"currentColor\" stroke-width=\"3.2\"\n                stroke-linecap=\"round\"\/>\n        <\/svg>\n      <\/div>\n    <\/article>\n\n    <!-- EMISSIONS -->\n    <article class=\"wl-item item-lt\">\n      <div class=\"wl-copy right\">\n        <h3>Emissions Assessment<\/h3>\n        <p>Measurement of greenhouse gas emissions.<\/p>\n      <\/div>\n\n      <div class=\"wl-icon orange\">\n        <svg 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rgba(3,29,107,.07);\n    border-radius:18px;\n    box-shadow:0 8px 24px rgba(3,29,107,.06);\n  }\n\n  .wl-item .wl-icon{\n    grid-column:1;\n    grid-row:1;\n    width:52px;\n    height:52px;\n    min-width:52px;\n    box-shadow:none;\n  }\n\n  .wl-item .wl-copy,\n  .wl-copy.right{\n    grid-column:2;\n    grid-row:1;\n    max-width:none;\n    text-align:left;\n  }\n\n  .wl-copy h3{\n    font-size:17px;\n    margin-bottom:5px;\n  }\n\n  .wl-copy p{\n    font-size:14px;\n    line-height:1.42;\n  }\n}\n<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">Without assessment methods suited to the claims being made, it is difficult to distinguish genuine environmental performance from a mere promise. These assessments must clearly set out the data, assumptions and uncertainties. Rebound effects and certain indirect consequences require analyses that complement LCA.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These tools are not intended to systematically validate projects. They are used to understand their benefits, limitations and trade-offs. The aim is not to confirm an assumption, but to provide objective, evidence-based information.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"h-de-l-ecologie-des-intentions-a-l-ecologie-de-la-preuve-nbsp\" class=\"wp-block-heading\"><strong>From an ecology of intentions to an ecology of evidence&nbsp;<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-neve-link-hover-color-color has-alpha-channel-opacity has-neve-link-hover-color-background-color has-background is-style-wide\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">The aim is not to question the ambitions of the ecological transition, but to provide them with a solid evidence base.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">When claims are not supported by accessible assessments, it becomes difficult to evaluate the reality of the benefits being claimed. Symbols, commitments and intentions play an important role. But they are no substitute for assessment. <strong>In a context where the ecological transition is a major societal challenge, environmental benefits should not be assumed. They should be demonstrated.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim is not to conclude that a technology is good or bad for the environment. The aim is to have the data needed to understand its actual impacts, benefits and limitations, as well as the conditions under which it genuinely contributes to the ecological transition.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Environmental benefits deserve the same level of rigour in demonstrating their value as economic and social benefits.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>At WeLOOP, we believe that a credible ecological transition must be based on assessment and measurement. This is why we support businesses, local authorities, research centres and universities in objectively assessing the environmental, economic and social impacts of their products, services and technologies, in order to identify opportunities for improvement, inform decisions with robust data and support communications with measurable results.<\/strong>&nbsp;<\/p>\n\n\n<style>.kb-row-layout-id16032_fce475-a3 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id16032_fce475-a3 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:center;}.kb-row-layout-id16032_fce475-a3 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:720px;margin-left:auto;margin-right:auto;padding-top:var(--global-kb-spacing-lg, 3rem);padding-bottom:var(--global-kb-spacing-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id16032_fce475-a3 > .kt-row-layout-overlay{opacity:1;background-color:var(--nv-dark-bg);}@media all and (max-width: 1024px){.kb-row-layout-id16032_fce475-a3 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id16032_fce475-a3 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id16032_fce475-a3 alignfull kt-row-has-bg wp-block-kadence-rowlayout\"><div class=\"kt-row-layout-overlay kt-row-overlay-normal\"><\/div><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle\">\n<style>.kadence-column16032_bce202-07 > .kt-inside-inner-col,.kadence-column16032_bce202-07 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column16032_bce202-07 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column16032_bce202-07 > .kt-inside-inner-col{flex-direction:column;}.kadence-column16032_bce202-07 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column16032_bce202-07 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column16032_bce202-07{position:relative;}@media all and (max-width: 1024px){.kadence-column16032_bce202-07 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column16032_bce202-07 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column16032_bce202-07\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading has-text-align-center has-nv-text-dark-bg-color has-neve-text-color-background-color has-text-color has-background has-link-color wp-elements-3\" id=\"h-vous-souhaitez-objectiver-les-impacts-environnementaux-de-vos-produits-services-ou-projets\" style=\"border-style:none;border-width:0px;border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-left-radius:0px;border-bottom-right-radius:0px;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--50);font-size:30px\"><strong>Would you like to objectively assess the environmental impacts of your products, services or projects?<\/strong><\/h2>\n\n\n\n<p class=\"has-text-align-center has-nv-site-bg-color has-text-color has-link-color wp-elements-4 wp-block-paragraph translation-block\" id=\"h-vous-souhaitez-objectiver-les-impacts-environnementaux-de-vos-produits-services-ou-projets-faites-appel-a-nos-experts-pour-vous-accompagner-dans-sa-verification-et-securiser-sa-conformite-avant-publication\"><strong>Life Cycle<\/strong> <strong>Assessment<\/strong> <strong>is<\/strong> <strong>now<\/strong> <strong>one of the most robust tools for moving from claims to evidence<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-neve-link-hover-color-background-color has-background wp-element-button\" href=\"https:\/\/www.weloop.org\/en\/evaluation-des-impacts\/life-cycle-assessment\/environnementale\/\">Discover More <\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Le paradoxe de la feuille verte : quand la communication devance l\u2019\u00e9valuation Emilie Guilvert La transition \u00e9cologique s&rsquo;impose aujourd&rsquo;hui dans les strat\u00e9gies d&rsquo;entreprise, les politiques publiques et les projets industriels. Les r\u00e9f\u00e9rences \u00e0 la durabilit\u00e9, \u00e0 l&rsquo;\u00e9conomie circulaire ou \u00e0 la d\u00e9carbonation se multiplient. Cette \u00e9volution t\u00e9moigne d&rsquo;une prise de conscience croissante des enjeux environnementaux.&nbsp;&hellip;&nbsp;<\/p>\n<div class=\"read-more-wrapper\"><a href=\"https:\/\/www.weloop.org\/en\/le-paradoxe-de-la-feuille-verte-quand-la-communication-devance-levaluation\/\" class=\"button button-primary\" rel=\"bookmark\">Read More &raquo;<span class=\"screen-reader-text\">The green leaf paradox: when communication gets ahead of assessment<\/span><\/a><\/div>","protected":false},"author":3,"featured_media":16146,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","neve_meta_reading_time":"","_themeisle_gutenberg_block_has_review":false,"_ti_tpc_template_sync":false,"_ti_tpc_template_id":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[126],"tags":[],"class_list":["post-16032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-decryptages"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.6) - 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