Blue Washing

What is Blue Washing?

Blue washing refers to a form of deceptive marketing in which organizations exaggerate or falsely portray their commitment to social responsibility, ethical practices, and sustainability. While appearing to align with international development goals or corporate social responsibility (CSR), such companies often fail to make meaningful or transparent efforts in practice.

Context and Relevance

In response to growing greenwashing accusations, the Waste-to-Energy (WTE) sector appears to be shifting toward blue washing tactics—portraying ethical integrity and sustainability to divert criticism, despite underlying issues such as pollution and poor environmental performance.

Related Terms

1. Greenwashing: The practice of misleading consumers by making false or exaggerated claims about a company’s environmental initiatives, to appear more eco-friendly than they actually are.
2. Pinkwashing: A marketing strategy where companies promote LGBTQ+ support to enhance their public image, while not necessarily providing equitable treatment or benefits to LGBTQ+ individuals within their own organization.

Why It Matters

These forms of "washing" undermine genuine efforts toward sustainability, equality, and transparency. They can mislead consumers, dilute social movements, and allow companies to avoid accountability while continuing harmful practices under a veil of good intentions.