Scrubbing Away the Lies: A Call to Action Against Brand Washing

Have you ever been deceived by a brand's claims of being "ethical" or "sustainable"? It's a widespread issue, and if you're a brand owner, you might be complicit too. "Washing" has become a pervasive tactic in the world of branding and marketing, and it's time to expose the truth.

From greenwashing to rainbow washing, businesses are using buzzwords and false claims to lure in socially-conscious consumers. But let's face it, many of these brands are solely interested in one thing: profit. They are exploiting our desire for a better world to make a quick buck, while continuing to engage in harmful practices behind the scenes.

Firstly, let’s cover the forms of “washing that exists in branding and marketing…

• GREENWASHING

  Making false or exaggerated claims about a product or service's environmental sustainability or impact

• RAINBOW WASHING

  Using support for LGBTQ+ rights, using rainbow imagery or LGBTQ+ messaging without genuinely supporting the LGBTQ+ community

• STORY WASHING

  Using narratives or storytelling to create an impression of authenticity or social responsibility without actually enacting meaningful change or support

• DIVERSITY WASHING
  Using diversity or inclusivity messaging in branding or marketing without actually promoting diversity, equity, and inclusion in practice

• ABLEISM WASHING
  Using disability or accessibility language or imagery in branding or marketing without actually promoting meaningful accessibility or accommodation for disabled people

• FEMINIST WASHING
  Using feminist language or imagery in marketing or branding without actually supporting gender equity or empowering women in practice

• HEALTH WASHING
  Using health or wellness messaging in branding or marketing without actually promoting healthy behaviors or providing healthy products

It's time to demand more from businesses. We must hold them accountable for their actions, not just their words. We must also hold designers and marketers accountable for allowing these practices to continue. They need to do better. This is why at Tatak, we are very selective with the projects and businesses we engage with. We only collaborate with businesses that are genuinely committed to making a positive impact on society and the environment. They don't rely on washing tactics to mask their negative impact. Instead, they take responsibility for their actions and make meaningful changes.

These are the businesses that have a clear purpose that aligns with their core values and business practices. They are transparent about their operations and are willing to be held accountable for their actions. They have a diverse and inclusive workforce and leadership team that reflects the diversity of their customers and communities. They are innovative and adaptable, continuously exploring new ways to reduce their environmental impact and investing in sustainable technologies and practices. They are also aware of the social and environmental issues that affect their customers and communities and are actively working to address them.

Washing tactics are detrimental to both businesses and society. They create a false sense of responsibility and impede genuine progress towards sustainability. Imagine a world where companies are truly ethical and sustainable. A world where the products we buy are made with care for the environment and the people who make them. A world where businesses are held accountable for their impact on society and actively work to create positive change.

This world is achievable, but we need to expose the truth, whether it's in your own business or another business, and demand real change. Let's create a world where businesses and professionals are accountable and committed to making a positive impact. It's time for a revolution in branding and marketing – one that prioritises people and the planet over profit.