With workplace burnout on the rise, employees are on the hunt for companies that truly invest in their well-being. They’re not just looking for standard employee benefits but meaningful ones, alongside a positive work environment and a real commitment to work-life balance. Unfortunately, many companies are struggling to meet these expectations. Whether it’s due to budget limitations, poor communication with employees, insufficient leadership commitment, or a lack of understanding about how to design effective corporate wellness programs, these challenges are preventing some employers from hitting the mark.
Enter the trend of “carewashing”— where companies may focus on appearing ethically responsible or caring, but fall short of making truly meaningful changes. While it might give their public image a quick polish, the shine doesn’t last. In fact, it leaves a stain. Ultimately, carewashing isn’t just unhelpful. It’s counterproductive to a company’s success.
What is Carewashing?
A recent Harvard Business Review article dubs carewashing as “covering up, or putting a misleading spin on a failure to meet some commitment, stated claim, or standard.” For instance, a company might publicize a new corporate wellness program or diversity initiative while failing to address underlying issues or fully implement the promised changes. Or, they might advertise an attractive employee benefits package, but those benefits are not easily accessible. This approach creates a misleading image of corporate responsibility without delivering real value or making systemic changes in their operations or culture.
The Problems With Carewashing
Recognizing the pitfalls of carewashing is crucial for steering clear of them. By understanding these challenges, you can develop authentic, meaningful workplace practices that genuinely benefit both employees and the organization at large.
1. Erosion of Trust
When organizations engage in carewashing, they risk eroding trust with their stakeholders. In today’s fast-paced tech world, employees, customers, and investors have a keen eye for authenticity and transparency. Carewashing tends to breed disillusionment and skepticism.
2. Decreased Employee Morale
Employees are often quick to notice when an organization’s gestures lack depth, and sadly, they are usually the ones who feel the impact most when carewashing falls short. Souha Ezzedeen, Doctor of Human Resource Management and Organizational Behaviour at York University, reported to Human Resources Director, “…there’s usually quite the gap in between what is offered and the interests of the workforce in using these programs.” This leads to decreased morale among staff who may feel that their well-being or contributions are not genuinely valued. Ultimately, this results in lower engagement, productivity, and retention rates, as employees seek workplaces that align with their values and offer authentic support.
3. Reputational Risks
Organizations engaging in carewashing face significant reputational risks. In the digital age, information spreads quickly, and stakeholders are quick to expose and criticize insincere practices. Negative publicity can damage an organization’s brand, leading to long-term consequences that outweigh the short-term benefits of a polished image.
4. Missed Opportunities for Impact
By concentrating on surface-level issues, organizations miss the chance to create a meaningful, lasting impact that drives long-term success. True care requires a commitment to addressing real challenges and implementing systemic changes. When organizations opt for carewashing, they forgo the opportunity to positively transform their work environments, support their employees, and contribute to the broader society. Instead, they waste resources on superficial fixes that fail to make a genuine difference.
Signs You Might Be Guilty of Carewashing (And How to Avoid It)
1. Discrepancy Between Promises and Practices:
If your company boasts employee well-being, diversity, or social responsibility but fails to implement meaningful policies or actions, you might be carewashing. For example, providing webinars about workplace burnout without having any practices in place to actually mitigate it is a sign of inconsistency.
Solution: Review your company’s internal policies versus external messaging. Are they on the same page, or is there a disconnect between your promises and your actions? Ensure that your actions align with your stated values. If a company truly values employee well-being, it should reflect that commitment with meaningful investments in mental health programs, a supportive work culture, and a work-life balance.
2. Superficial Initiatives:
Kicking off flashy, one-time initiatives is a sign of carewashing. An example is offering a big mental health push during Mental Health Awareness Month, only to leave employees without support for the rest of the year.
Solution: Assess the depth and impact of your initiatives. Are they designed for real, sustainable impact? Remember, the sustainability of your efforts is key. Care shouldn’t be a one-time campaign; it should be an ongoing effort. Companies need to show sustained commitment to the causes they champion.
3. Lack of Employee Engagement:
If your employees don’t feel the effects of your well-being programs or aren’t engaged in your company’s success, it’s a strong indicator of carewashing. Employees are often the first to notice when initiatives feel superficial.
Solution: Survey your employees about their perceptions of your well-being programs and workplace culture, and involve them in the process of developing these initiatives. Do they feel genuinely supported? Are they engaged in these efforts? Their input can help ensure that programs are meaningful and effective.
4. Focus on Optics Over Outcomes:
Prioritizing how good your company looks over the actual outcomes of your efforts is a major sign of carewashing. This could involve spending more on marketing a product than on the product itself, which has detrimental effects on your stakeholders, employees, and customers.
Solution: Look at where your resources are going. Is the bulk of your investment in the initiative itself or in publicizing it? What’s the real outcome of your efforts?
5. Lack of Accountability or Transparency:
If your company avoids reporting on the effectiveness of its wellness initiatives, or if it doesn’t track progress at all, it’s a sign that the commitment isn’t genuine.
Solution: Check if your company has clear metrics and measures the success of its wellness programs. Do you hold yourself accountable? Being transparent about the steps a company is taking and acknowledging areas for improvement can build trust. Consumers and employees appreciate honesty and a genuine commitment to progress.
Moving Beyond Carewashing
Addressing the issue of carewashing is crucial for fostering a workplace environment where trust between employees and the organization is authentic and enduring. By committing to genuine initiatives and prioritizing transparency and engagement, you can create a work culture that truly supports your team and drives the organization’s success. Moving beyond carewashing not only improves employee morale but also lays the foundation for a corporate culture that is both positive and genuinely impactful, ensuring long-term benefits for everyone involved.
Have questions about how to make sure your corporate wellness program is meaningful to your employees? Schedule time with one of our Benefits Specialists here and we’ll work together to find the right solutions!
