The "Washing" Monster!

Have you been washing?

If you live in 2023 and are connected to the internet, you definitely heard of the phrase "purpose washing."

"Purpose washing" happens when there is a misalignment between a brand's socially responsible or environmentally conscious statements and its daily actions. Or, in other words, when a brand doesn't "walk the talk."

Purpose washing can also involve promoting a message of social responsibility that is not actually relevant to the company's core business or operations. For example, a fast food company that promotes a message of healthy eating and exercise, despite the fact that their products are generally considered unhealthy.

There are a few common types of "washing":

Greenwashing: This is where a company makes exaggerated or false claims about the environmental benefits of their products or practices.

An example of a brand that has been accused of greenwashing is H&M. They have been presenting themselves as "green" and even launched a “Conscious” collection in 2011 where items are made with at least “50% sustainable materials”. They have also been encouraging consumers to recycle clothing in their stores and also publicly set the goal of using only recycled and sustainably-sourced materials by 2030, but at the same time - being a fast fashion chain basically means they have been promoting high-pace clothes turnover, and also - they've been accused of releasing vague reports on sustainability actions.

Pinkwashing: When a company uses support for the LGBTQ+ community as a marketing tactic, without actually making any meaningful efforts to support the community or promote LGBTQ+ rights.

A good example here tracks back to 2021, where it was found that in the beginning of Pride Month, as Disney had just began publishing its Pride Month content, the company found itself at the center of a sexual orientation discrimination lawsuit from an executive employee.

At the same time, it was noticed that in Disney’s official Twitter accounts outside the United States, in countries where LGBTQ+ issues are not as freely discussed, Pride Month was not celebrated.

Whitewashing: Where a company markets itself as diverse and inclusive, but does not have a genuine commitment to promoting diversity and equality.

This becomes very common during June (Pride month) or March (International Women's Day) when companies change their logo and run beautifully inclusive and open campaigns, while at the same time avoid promoting diversion and inclusion internally.

Purplewashing: This is when a brand presents itself as feminist, in order to soften or downplay aspects of its reputation considered negative or as a justification for economic, political, xenophobic or racist goals.

For example, it can happen when an organization runs a campaign to promote gender equality when in fact, its percentage of female executives is incredibly low.

Bonus non-colored "washing":

Deceptive labeling: This is when a company uses misleading labels or claims on their products, such as "all-natural" or "organic," when the products are not actually natural or organic.

So what can brands do? And what can consumers do?

To avoid being marked as "washing," brands need to be transparent and have a genuine commitment to sustainability, health, and social justice. They should also hold themselves accountable for their actions and actively work to make a positive impact.

It's also important to remember that loyalty is fragile in the age of information and marketing 3.0 - if you don't stand behind your word - you will lose loyal brand ambassadors. Period.

As consumers, we can support companies that are transparent and genuinely committed to making a positive impact, and hold them accountable when they fall short.