Decoding -Washings in Marketing: Protect Your Brand or Your Wallet as a Conscious Consumer
-Washings are a way for big brands to clean their images via association with good causes without really supporting them.
In today's socially conscious world, brands increasingly align themselves with various causes to connect with consumers who value authenticity and responsibility. However, some companies exploit these movements for profit, engaging in harmful practices dubbed "-washings."
From pinkwashing to sportswashing and even cruelty-freewashing, these strategies mislead consumers, ruin trust in genuine activism, and ultimately harm everyone involved.
I wrote this article to help you identify these tactics, protect yourself from misleading claims, and if you own a brands, to avoid falling into the same -washing traps.
What are -washings?
"-Washings" refer to brands associating themselves with a social cause without making meaningful commitments or contributions. They capitalize on the positive connotations of the movement to enhance their image, often while their core practices contradict the cause's values. Here are some examples:
Pinkwashing: Companies promoting products as "feminine" and donating a small portion to breast cancer charities, while neglecting ethical labor practices or using harmful ingredients.
Greenwashing: Companies promoting "eco-friendly" initiatives but failing to implement sustainable practices throughout their supply chain or engaging in greenwashing marketing campaigns while promoting environmentally damaging products.
Rainbowwashing (also referred to as Pinkwashing): Brands displaying rainbow colors or aligning themselves with LGBTQ+ pride without actively supporting the community or making concrete efforts towards inclusivity.
Sportswashing: Teams or events sponsored by countries with poor human rights records, using sports to distract from negative publicity.
Cruelty-freewashing: Cosmetic companies claiming "cruelty-free" practices while still using animal-derived ingredients or testing on animals indirectly.
Why are -washings bad?
While for some people this might be obvious, for others -washings might not seem relevant but they are harmful for several reasons:
Exploitation: They exploit genuine social movements and the associated causes for personal gain, diverting attention and resources from genuine efforts.
Misinformation: They mislead consumers, creating false perceptions about a brand's commitment and potentially hindering conscious purchasing decisions.
Erosion of trust: They erode consumer trust in genuine advocates and social movements, making it harder for these communities to communicate with larger crowds and achieve their goals.
How to recognize -washings?
Showing off doesn’t mean they act on it.
Identifying -washings requires a little effort, I know, but it will pays off if you’re a conscious consumer. So, call to arms all your critical thinking power:
Look beyond marketing slogans: Don't be fooled by mere lip service. Check a brand's actual practices, policies, and contributions to the causes they claim to support.
Check for transparency: Does the brand offer clear information about their actions and impact? Look for concrete data, reports, and partnerships with reputable organizations.
Beware of performative gestures: Are their actions symbolic or superficial? Genuine commitment usually involves sustained efforts, probably in the long term, and systemic changes.
To keep it simple, just check what they actually do: do their actions align with their messaging?
Train Your Eyes & Heart with Real-Life Examples
These are real examples of actions that companies did in the past, learn from the examples to train your gut feeling and stay away from -washing companies easier:
Pinkwashing: Classic example, in the past a popular clothing brand used pink ribbons for Breast Cancer Awareness Month, yet faced criticism for unethical labor practices & questionable ingredients.
Greenwashing: Garden supply companies boasting "eco-friendly" fertilizers with unsustainable practices & harmful chemicals.
Rainbowwashing: Sports apparel brand displayed rainbow colors & sponsored LGBTQ+ events, but lacked concrete support & had discriminatory policies.
Sportswashing: Major sporting event sponsored by a nation with a concerning human rights record, this even happened multiple times in the recent past.
Cruelty-freewashing: Popular cosmetics brand advertised "cruelty-free" products, but used animal-derived ingredients & outsourced testing.
These are just a few examples. Stay informed, evaluate messages critically, and support brands prioritizing genuine social responsibility.
What you can do about it
Educate yourself to understand if it’s -washing or if they really care
As a consumer, protect yourself from -washings
As a consumer, you have the power to choose where your money goes:
Educate yourself: Learn about different -washings and common tactics used by brands.
Support authentic brands: Research brands that demonstrate genuine commitment to the causes they support through their actions, not just marketing.
Spread awareness: Share information about -washings with friends and family to empower informed choices.
When building a brand, act beyond -washings
Building a truly ethical and transparent brand goes beyond avoiding -washings. Here are some key steps:
Authenticity is key: Align your business practices with the values you want to represent. Make sure your actions genuinely reflect your commitment to the cause.
Transparency is crucial: Be open and honest about your efforts, sharing successes and challenges alike. Communicate your impact through clear metrics and reports.
Focus on real action: Move beyond performative gestures and prioritize meaningful contributions to the cause. Partner with relevant organizations and actively participate in positive change.
Embrace continuous improvement: Acknowledge that your journey towards genuine commitment is ongoing. Be receptive to feedback and seek ways to constantly improve your efforts.
Remember that to do something, doesn’t mean doing something big. When you care, your commitment to positive change is already a great step and it should translate into real-world actions that benefit both society and your business.
What do you think about -washings? Do you have any experience with them? Let’s talk about it in the comments. ⇣
Love,
Chiara
