Color washing - or various "washing" definitions in the ESG world

Everyone has probably come across the term greenwashing. But greenwashing is not the only "colorful" definition. There are at least a few, but they are not so popular yet. At least for now. However, I believe that soon they too will increasingly come up in conversations or publications. Nowadays, as people are becoming more environmentally conscious and concerned, companies are trying to capture our attention with promises of the ideal world they are creating. However, behind the facade of colorful slogans lies the usual grayness or emptiness. This little dictionary of all colorful "washes" aims to make everyone aware of how deceitful and often unfortunately cynical companies' marketing strategies and communications can be.

Greenwashing

Greenwashing is the subject of a whole one article, but to make our dictionary complete let me summarize in a few words what it is about. Greenwashing is the apparent concern for the environment and the prevention of climate change. A company that paints itself green suggests that it is environmentally friendly, when in fact its practices are the complete opposite of that. An example is a plastic bottle manufacturer that decorates its packaging with "green leaf" stamps, while ignoring the problem of plastic waste and doing nothing about it, or doing far too little, thus failing to compensate for the damage it causes.

Bluewashing

The term can be used in a variety of contexts, which sometimes creates a lot of confusion. In its most common sense, bluewashing refers to the actions of companies that emphasize their commitment to the environment, especially water conservation and responsible use. A company that wants to improve its image often tries to show how much it cares about water resources by communicating its actions in an exaggerated and excessive manner. However, these declarations rarely coincide with reality. Often companies that "paint themselves" blue use huge amounts of water or pollute it with chemicals, which shows hypocrisy in their communications. However, bluewashing is not just about "water." Quite often it is also used in a social context. This occurs when a company exaggerates its social commitment, while its actions in practice do little or no good compared to the damage its business activities cause in this regard. Another example of the use of the term bluewashing is the communication of companies on their supposed attention to digital security and ethics. This type of bluewashing is used by companies that make vague or unsubstantiated claims about privacy and data security, or communicate that the artificial intelligence they use is safer than traditional forms of business.

Whitewashing

Whitewashing is an attempt by companies to hide disturbing facts related to racism. Sometimes a company, wishing to avoid scandal, alters historical facts, leaving out less glorious past episodes in this regard. For example, a pharmaceutical company that may have conducted human testing unethically in the past may try to cover up these practices by directing consumer attention to its contemporary, more "white" initiatives by highlighting them.

Pinkwashing

Pinkwashing is a phenomenon in which a company uses support for the LGBTQ+ community for marketing purposes. The use of rainbow colors and symbolism may suggest that a company is an ally of the LGBTQ+ movement, but the truth may be more complex. Often, companies only engage in superficial initiatives, without taking concrete action for equality or against discrimination.

Brownwashing/Blackwashing

Similar to whitewashing, brownwashing, or used interchangeably, blackwashing refers to attempts to cover up the racist aspects of a company's operations, especially in a context targeting people with dark, brown skin . Often in anti-racist social movements, companies see and seize an opportunity to improve their image. But blandly without contributing to improving living conditions or actually preventing racial discrimination in practice.

Greenbleaching

Greenbleaching is a form of greenwashing, but more malicious. Companies, while pretending to care about the environment, can simultaneously market products or practices that are harmful to nature. It's a play on words that hides the true, often unethical, nature of the business. Increasingly, however, the word is appearing in a slightly different context. It has also been used recently to refer to financial services. It is used to describe financial market participants who choose not to declare the ESG features of their products in order to avoid additional regulatory obligations and potential legal risks.

Summary, or when image obscures the truth

In the business world, where the battle for customers is increasingly fierce, companies often turn to a variety of marketing strategies. However, it is important for consumers to be aware that behind a colorful logo or pretty words there is often more or... less than marketing slogans declare. The message and image can sometimes obscure the true intentions of companies, and any "washing" becomes a dangerous trap for those who trust only extremely creative, deceitful slogans. It is therefore worth being an informed and critical consumer. That's why I encourage you to educate yourself, to seek information about the products and services companies offer, and to frequently check whether their assurances are reflected in practice and whether they are not mistaken for facts.