Bluewashing
With "bluewashing", a company wrongly presents itself as an organization that assumes social responsibility and acts ethically.
What bluewashing and greenwashing have in common
Both bluewashing and the somewhat better-known greenwashing are used to deceive. With greenwashing, a company pretends to be committed to environmental protection and sustainability. Both terms are based on the English word for whitewashing.
How bluewashing works
Bluewashing is when a company overemphasizes or even invents social activities in its communication. In other words, they are not part of a brand's services and merely demonstrate a "false sense of depth". Nevertheless, some companies try to polish up their brand image with bluewashing.
The color blue in the term bluewashing refers to the blue in the flag of the United Nations, which is committed to peace and security worldwide. The aim of its so-called United Nations Global Compact (UNGC or GC) is to promote ten principles for human rights, labor standards, environmental protection and anti-corruption.
Brands that participate in this UN initiative are only obliged to report. They can therefore adorn themselves with the associated blue emblem, even if they do not actually integrate and implement the required values.
As a result, some companies misuse their membership for purely promotional purposes and use the UNGC logo as an inexpensive PR and CSR tool.
How to recognize a brand that is bluewashing
- The brand refers exclusively to its membership in the UNGC and not to other trustworthy or legally protected labels, quality marks and seals that signal social responsibility.
- It does not present any specific details about its projects. Information on financing is also missing.
- The brand alone emphasizes its social responsibility and lacks independent information and evidence.
- There are critical reports that contradict the brand's self-portrayal. External and brand communication do not match.
Communicate credibly: How brands show genuine social commitment
Any credible communication needs an honest commitment as a basis: to this end, the management takes a serious look at the corporate responsibility of its brand. It determines a focus that should shape the future of the brand - in the long term.
With this focus, suitable social measures are then identified, implemented and communicated responsibly. A clearly defined corporate social responsibility strategy (CSR strategy) is also suitable for selecting a suitable commitment.
Management should determine which aspect of the brand positioning is the most sensible starting point. Through this, social commitment contributes significantly to a credible brand image.
The decision for or against a measure can be very emotionally challenging, the possibilities seem endless. Without a clear brand strategy, it is very difficult to make the right choice.
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