Displaying a False Responsible Image: A Good Idea?

Seventy-six years ago, UN member states adopted the Universal Declaration of Human Rights—a foundational charter that remains a key reference point for issues of justice, equity, and equality. To reinforce the commitments made at its signing and encourage member states to promote social justice, the World Day of Social Justice is celebrated each year on February 20. On this important day, it is essential to address a concerning phenomenon in the business world: social washing. This term, which sparks debate and reflection, calls into question the sincerity and efficiency of the social commitments displayed by certain companies. Let us shed light on this issue: How can we identify and, more importantly, avoid falling into the pitfalls of social washing?

Defining Social Washing

Social washing, comparable to greenwashing, refers to the practices of a company seeking to present itself as responsible by conducting campaigns, making statements, or initiating projects while not being genuinely socially committed on a daily basis. A multitude of manifestations are possible: one-off charitable actions that do not reflect a sustainable commitment, exaggerated statements regarding the company’s social impact, or corporate social responsibility (CSR) initiatives that mask unethical practices. Social washing, whether done consciously or not, aims to improve brand image without truly addressing social issues.

How Does It Manifest in Daily Life?

To illustrate this concept, consider the hypothetical case of a company marketing a supposedly “miracle” health superfood, such as enriched moringa powder. The company promotes its product by emphasizing its commitment to supporting small agricultural communities in developing countries, claiming that each purchase directly contributes to improving the livelihoods of local farmers. However, investigations uncover a starkly different reality: farmers are paid extremely low wages, far below fair trade standards, and work under precarious, even hazardous, conditions. Additionally, a significant portion of the company’s profits are not reinvested in these communities but instead, toward enriching its executives. This glaring disconnect between the company’s ethical marketing claims and its actual practices is a clear example of social washing.

How to Avoid Social Washing in Companies

Few (if any) companies intend to engage in social washing. Here are some strategies from our specialists to avoid falling into the trap and to achieve genuine CSR.

Align Practices with Company Values: It is essential for each company to determine its mission and values, as these guide internal actions and decisions. Ensure that all operations and business practices of your brand reflect the values it upholds.
Engage in CSR Initiatives: Committing to long-term initiatives that have a measurable positive impact on communities, society, and the environment can greatly contribute to a healthy company. Reducing your carbon footprint, purchasing responsibly, and (most importantly) measuring your progress are all good CSR practices to adopt.
Demonstrate Transparency: Communicate openly about the company’s actions, the challenges it faces, and the progress it makes, both with internal stakeholders and external parties. Additionally, it is important to question corporate practices by seeking to improve through internal or external feedback.
Develop New Habits: Collaborate with marginalized communities, non-profit organizations (NPOs), and other groups to develop effective and respectful social solutions. This can greatly enhance the legitimacy and relevance of the actions you wish to implement.

A Good Example of a Socially Responsible Company

To provide a fictitious example of a company that avoids social washing, consider a food product brand that has integrated social and environmental objectives at the heart of its mission. Beyond mere statements, it invests in sustainable development projects, addresses food insecurity issues, and implements a complete transparency policy regarding its social and environmental impacts. It goes beyond communication by proving its commitment through concrete actions.

Social washing is a significant challenge in today’s corporate landscape. To overcome it, it’s crucial for companies to transparently commit to social good. The strategies presented above highlight the importance of an integrated and sincere approach, where CSR becomes a core component of the business model rather than a marketing tool. Ultimately, by avoiding the pitfalls of social washing, companies can not only strengthen their credibility but also significantly contribute to a fairer and more sustainable future.