In recent years, especially since the pandemic, the issue of employee well-being has been addressed with greater concern and consistency in an organizational context.<\/p>\n\n\n\n
At the same time, a 2024 Gallup study<\/a> found that the percentage of professionals who believe that their company cares about their well-being<\/strong> has fallen by less than half compared to 2020 (from 49% to 21% of respondents).<\/p>\n\n\n\n The truth is that while many companies are genuinely concerned about the well-being of their employees – and develop policies that are intrinsically linked to their values and organizational culture – others tend to adopt a discourse on well-being that doesn’t translate into practical measures.<\/p>\n\n\n\n In this context, the concept of carewashing<\/strong> has emerged in discussions about people management and employee benefits. Find out what it is and what its consequences are.<\/p>\n\n\n\n Read also<\/strong>: Employee well-being: 4 priorities for 2025<\/a><\/p>\n\n\n\n Carewashing occurs when there is a discrepancy between the well-being initiatives and programs advertised by the company and the reality of employees’ working conditions.<\/p>\n\n\n\n Employers project an image of concern for workers’ well-being<\/strong> without a real commitment to implementing measures that promote it – in a relevant and sustainable way.<\/p>\n\n\n\n For example, we can consider carewashing when a company offers mindfulness<\/em> programs or yoga classes, but at the same time neglects systemic problems related to excessive workloads, toxic or non-inclusive work environments, inadequate management practices<\/a>, among others.<\/p>\n\n\n\n Carewashing can have a number of damaging consequences for companies<\/a>.<\/p>\n\n\n\n The existence of a transparent organizational culture<\/strong> is something highly valued by employees, but also by other stakeholders such as customers, partners or investors, for example.<\/p>\n\n\n\n Carewashing can damage the company’s credibility and generate some skepticism about its reliability.<\/p>\n\n\n\n Employees quickly realize when the theory doesn’t match the practice, i.e. when what is communicated doesn’t happen in reality.<\/p>\n\n\n\n This discrepancy can lead to dissatisfaction and demotivation among professionals, who feel that their expectations have been disappointed<\/strong>. Ultimately, there can be significant impacts on performance and productivity. <\/p>\n\n\n\n People value healthy workplaces<\/a> that promote their well-being. When this doesn’t happen, and companies fail to deliver on their promises, it’s natural for employees to look for other opportunities. <\/p>\n\n\n\nWhat is carewashing?<\/h2>\n\n\n\n
Consequences of carewashing for companies<\/h2>\n\n\n\n
1 – Erosion of trust and credibility<\/h3>\n\n\n\n
2 – Employee dissatisfaction and demotivation<\/h3>\n\n\n\n
3 – Challenges in retaining talent<\/h3>\n\n\n\n