Socialwashing: definition, issues and solutions

At a time when companies want to demonstrate their exemplary CSR credentials, some choose to adopt dubious practices to enhance their image, even though no concrete commitments are made. This is known as washing. Today, we're going to take a closer look at the phenomenon of socialwashing.

What is socialwashing?

Like greenwashing for environmental issues, the concept of socialwashing consists in artificially embellishing a company's social practices. This means that companies practicing socialwashing seek to give themselves a positive image by surfing on societal expectations, but in fact take very few concrete actions to improve the social conditions associated with their activities.

For example, a company might publicly declare its commitment to workers' rights, equal pay or support for local communities, but fail to implement the actions necessary to actually support these causes.

Why do companies engage in socialwashing?

Responding to social pressure

Despite the risks, companies may resort to socialwashing for a number of reasons. One of the main motivations is the growing pressure from consumers and investors for more ethical and responsible practices. Rather than actually committing to meaningful change, they may prefer to adopt a superficial and misleading approach to appease these expectations, while carrying on with business as usual.

Try to improve brand image

What's more, socialwashing can be a quick answer to improving brand image. It can attract customers sensitive to social and ethical issues, as well as talent looking for committed employers. It's a strategy for capturing the attention and preference of consumers without making any real effort in terms of social responsibility. It's a dangerous technique, however, because when the deception is exposed, the opposite effect can occur, leaving the company with a very bad reputation and the potential to lose customers.

Follow market trends to try and make more profit

By communicating socially responsible practices and policies, companies can set themselves apart from their competitors and gain a competitive edge. They capitalize on the growing demand for socially responsible products and services, and hope to increase their revenues in the process. This method consists in taking advantage of market trends without committing the resources needed for in-depth, sustainable action. Once again, the money to be made is put in the balance, because if the washing is exposed, the risk of losing market share is high.

Why is socialwashing problematic?

Socialwashing poses several major problems and has consequences not only for consumer perception, but also for the integrity of business practices.

Misleading representations of consumer values

First of all, socialwashing creates misleading representations in consumers' minds. Consumers, increasingly concerned about the social impact of companies, are looking for brands that share positive values and work for the well-being of society. Believing they are supporting a socially responsible company, they may in fact be continuing to finance harmful practices.

Unfair competition for committed companies

Secondly, it creates unfair competition for companies that actually invest in responsible practices. Structures that invest time, effort and resources in social initiatives see their actions diminished by those that merely present a marketing façade. This confusion makes it more difficult for consumers to distinguish between genuinely committed companies and those that feign commitment.

Loss of consumer confidence

Finally, socialwashing can erode consumer confidence in CSR initiatives in general. In the long term, this practice can diminish consumer confidence in all companies, including those that are genuinely committed. It can discourage companies from making a genuine commitment to reducing their impact on society, for fear of not being taken seriously.

How do companies use socialwashing?

Companies use a variety of techniques to practice socialwashing. For example, they may publish CSR reports full of vague promises and marketing jargon without providing concrete evidence of their actions. They may also organize charity events or diversity campaigns that are nothing more than PR operations with no long-term follow-up. Another common method is to highlight isolated examples of good social practice while ignoring systemic problems within the company.

How to avoid socialwashing?

To avoid socialwashing, it's essential that companies adopt an authentic and transparent approach to CSR. Here are a few tips on how to achieve this:

1. Launch a CSR approach approach: rather than simply talking about diversity or sustainability, implement policies and practices that demonstrate real commitment.
2. Communicate transparently and with evidence: publish verifiable data on CSR initiatives, including successes and challenges. Reports must be clear, precise and based on concrete evidence.
3. Raising awareness internally: involve employees in social initiatives to ensure that the company's values are embodied at all levels.
4. Obtain a certification or label: obtain certifications or labels from independent bodies and use external audits to validate social practices.
5. Engaging stakeholders: collaborating with non-governmental organizations (NGOs), experts and local communities to ensure that initiatives really do address the social needs in question.

What social initiatives can your company implement?

To develop a concrete and authentic social commitment, companies need to adopt sustainable and transparent practices. Here are a few examples of measures to implement:

1. Setting up a corporate social responsibility program

Encouraging employees to donate their skills to associations during working hours is an excellent way of demonstrating a company's social commitment. For example, offering employees a few days a year during their working hours to rally around a cause, and organizing special events to support the project, fosters a supportive working environment and strengthens ties with the local community. If you would like to develop this type of project within your company, Wenabi can help you with all the necessary steps, thanks to its intuitive, customized solutions.

2. Promoting diversity and inclusion within the company

Adopting policies that promote diversity and inclusion is essential. This can include implementing diversity, equality and inclusion training. Preventing discrimination is crucial to creating an inclusive and respectful working environment. More and more companies are also deciding to establish recruitment practices that encourage the hiring of a variety of profiles in order to promote parity and mix within their teams.

3. Implement fair labor practices

Establish internal policies that ensure fair and equitable working conditions for all employees. This includes fair wages, adequate benefits, reasonable working hours and opportunities for professional development.

4. Raising employee awareness

Organize regular training sessions on the importance of social responsibility and the ways in which each employee can contribute to these initiatives. Preventing discrimination is crucial to creating an inclusive and respectful working environment. Make employees aware of social issues and encourage them to put forward ideas and solutions to improve company practices.

6. Create a team dedicated to CSR commitments

Form a team dedicated to social actions within the company and ensure that the various departments can express their opinions. This team would be responsible for overseeing social initiatives, monitoring progress and ensuring that actions taken are aligned with the company's values and stakeholders' expectations.

Finally, the phenomenon of socialwashing illustrates the dangers of communicating false CSR commitments. Only a sincere and relevant approach will restore consumer confidence and promote real positive change in society. To develop a concrete social commitment and avoid socialwashing, launch a solidarity commitment program with Wenabi! Contact our teams and support a cause close to your heart by enabling your employees to get involved with associations during their working hours!