Green to pink to blue: Companies' dirty washing

Published on March 22, 2022

You've heard of greenwashing - but what are pinkwashing and bluewashing? Dr Irene Garnelo-Gomez unpicks the unethical marketing practices of certain companies in our latest Leading Insight.

Growing awareness towards social and environmental issues is impacting our lifestyles. How? According to Deloitte’s research, UK consumers are behaving more sustainably nowadays, by avoiding single-use plastics, focusing on ‘local’ and ‘seasonal’ products and reducing overall consumption. But consumers are not interested in doing it on their own, they want businesses to help, and recognise their responsibilities as members of society.

Stakeholder pressure and the aim of gaining competitive advantage are driving organisations to engage in responsible and sustainable practices, to show they care, to show they are doing ‘their bit’. But in doing so, some pledge more than they do, and risk being accused of some type of ‘washing’.

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