False shine or genuine compass? Between appearance and consistency, social responsibility is going through an identity crisis.

Washing (pink, green, purple, rainbow, etc.) refers to the process by which companies or organizations exploit social and political messages to enhance their image—without genuine commitment. They use pretty colors and slogans like a kind of “washing,” either to profit from a trend, to cover up the absence of action, or to distract from unfair practices.

The most common types:

  • Greenwashing – environmental “blackmail” of consciences, while pollution or destruction of nature continues. (Roughly 4 out of 10 “green” corporate claims remain exaggerated or misleading, while the percentage of consumers who believe organizations practice greenwashing has skyrocketed to 52%, showing growing distrust toward corporate sustainability campaigns.)
  • Purplewashing – supposed support of women’s rights, while true political equality is absent or insufficient.
  • Pinkwashing – exploitation of the breast cancer awareness movement in products and advertisements, without actually supporting organizations or meaningful research.
  • Rainbow-washing – companies celebrate with rainbow designs and light shows, but lack substantial measures to support LGBTQ+ employees.
  • Social Washing – invoking social responsibility, rights, and equality, with campaigns or statements in support of social movements (e.g., Black Lives Matter, Free Palestine), while in practice no policies or actions are implemented to truly back those causes.

Why does it happen?

  • Image vs. Action: A good image “sells” very well but doesn’t require resource allocation or real change.
  • Cost vs. Profit: Investment in communication costs much less than investment in truly sustainable practices or social structures.
  • Competition for a “green” or “social” reputation: A race to appear progressive, even if only in advertising.

Still, it’s worth looking at the other side. There are genuine examples of organizations and companies that go beyond symbolism and consistently invest in their principles:

  • Patagonia: In practice, organizes clean-up actions, funds climate change research, and has launched projects with real environmental impact.
  • Ben & Jerry’s: A pillar of social justice—offered tangible support with financial resources and its voice to movements like Black Lives Matter, decent working conditions, the Palestinian genocide, and even more “heated” issues such as the criminalization and use of drugs. Unfortunately, the co-founder Jerry Greenfield has just resigned over dispute with owner Unilever.
  • Danone: Through its program “One Planet. One Health.” it targets sustainable agriculture, water management, circular economy, and quality nutrition, earning recognition as one of the most sustainable and ethical companies worldwide.
  • Vaude: Manufactures its products under very strict environmental standards, provides fair working conditions, and supports refugees through the initiative “Right of Residence through Work.”
  • Too Good To Go: The app that has saved over 200 million meals from being wasted, while operating across 17 countries.

These organizations are just a few bright examples showing that when words are backed by commitments, resources, and transparency, real change is shaped. And this stance is far from negligible: research shows that 70% of European consumers prefer to buy from brands with strong social/environmental commitment, even if the cost is higher.

Washing resembles a little boat with colorful sails, but with a compass pointing elsewhere and a crew unaware of where it’s heading. Communication without action, color without substance, is something that eventually fades—just like public and employee trust. What is required of brands and companies, especially those that extend beyond national borders, is harmony between values, ideas, and actions. When missions, resources, and accountability align, pathways to real change open—whether for the environment, society, the sustainability of the future, or humanity itself.

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