{"id":117345,"date":"2025-04-14T08:08:37","date_gmt":"2025-04-14T08:08:37","guid":{"rendered":"https:\/\/edenred.pt\/?p=117345"},"modified":"2025-04-14T08:08:39","modified_gmt":"2025-04-14T08:08:39","slug":"carewashing-what-it-is-and-consequences-for-companies","status":"publish","type":"post","link":"https:\/\/www.edenred.pt\/en\/news\/human-resources\/carewashing-what-it-is-and-consequences-for-companies\/","title":{"rendered":"Carewashing: What it is and what are the consequences for companies"},"content":{"rendered":"\n<p>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<p>At the same time, a <a href=\"https:\/\/hbr.org\/2024\/06\/how-carewashing-alienates-employees\" target=\"_blank\" rel=\"noreferrer noopener\">2024 Gallup study<\/a> found that the percentage of <strong>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<p>The truth is that while many companies are genuinely concerned about the well-being of their employees &#8211; and develop policies that are intrinsically linked to their values and organizational culture &#8211; others tend to adopt a discourse on well-being that doesn&#8217;t translate into practical measures.<\/p>\n\n\n\n<p>In this context, the concept of <strong>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<p><strong>Read also<\/strong>: <a href=\"https:\/\/edenred.pt\/en\/news\/human-resources\/employee-well-being-4-priorities-for-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">Employee well-being: 4 priorities for 2025<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is carewashing?<\/h2>\n\n\n\n<p>Carewashing occurs when there is a discrepancy between the well-being initiatives and programs advertised by the company and the reality of employees&#8217; working conditions.<\/p>\n\n\n\n<p>Employers <strong>project an image of concern for workers&#8217; well-being<\/strong> without a real commitment to implementing measures that promote it &#8211; in a relevant and sustainable way.<\/p>\n\n\n\n<p>For example, we can consider carewashing when a company offers <em>mindfulness<\/em> programs or yoga classes, but at the same time neglects systemic problems related to excessive workloads, toxic or non-inclusive work environments, <a href=\"https:\/\/edenred.pt\/en\/news\/human-resources\/9-characteristics-that-distinguish-good-leadership\/\" target=\"_blank\" rel=\"noreferrer noopener\">inadequate management practices<\/a>, among others.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Consequences of carewashing for companies<\/h2>\n\n\n\n<p>Carewashing can have a number of <a href=\"https:\/\/hrportugal.sapo.pt\/ja-ouviu-falar-em-carewashing-nao-e-bom-saiba-o-que-e-e-se-a-sua-empresa-o-pratica\/\" target=\"_blank\" rel=\"noreferrer noopener\">damaging consequences for companies<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Erosion of trust and credibility<\/h3>\n\n\n\n<p>The existence of a <strong>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<p>Carewashing can damage the company&#8217;s credibility and generate some skepticism about its reliability.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Employee dissatisfaction and demotivation<\/h3>\n\n\n\n<p>Employees quickly realize when the theory doesn&#8217;t match the practice, i.e. when what is communicated doesn&#8217;t happen in reality.<\/p>\n\n\n\n<p>This discrepancy can lead to dissatisfaction and demotivation among professionals, who feel that their <strong>expectations have been disappointed<\/strong>. Ultimately, there can be significant impacts on performance and productivity.   <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; Challenges in retaining talent<\/h3>\n\n\n\n<p>People value <a href=\"https:\/\/edenred.pt\/en\/news\/work\/6-characteristics-healthy-working-environment\/\" target=\"_blank\" rel=\"noreferrer noopener\">healthy workplaces<\/a> that promote their well-being. When this doesn&#8217;t happen, and companies fail to deliver on their promises, it&#8217;s natural for employees to look for other opportunities. <\/p>\n\n\n\n<p>Carewashing can contribute to an increase in <a href=\"https:\/\/edenred.pt\/en\/news\/human-resources\/turnover-what-it-is-and-main-causes\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>turnover<\/em><\/a>high turnover has costs related to the recruitment and initial training of new professionals, but also to the loss of knowledge and qualified talent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4 &#8211; Reputational risks<\/h3>\n\n\n\n<p>In today&#8217;s world, where information spreads quickly, the reputation of a company that practices carewashing can suffer considerable damage.<\/p>\n\n\n\n<p>By being associated with negative and non-transparent practices, the organization can <strong>damage its public image and its brand<\/strong>. Consequently, this reputational damage can influence the stability of the business, the company&#8217;s results and its competitiveness and attractiveness. <\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In short, communicating wellness promotion strategies as a simple marketing ploy will bring companies numerous negative consequences in the long run.<\/p>\n\n\n\n<p>Instead, organizations must <a href=\"https:\/\/edenred.pt\/en\/news\/human-resources\/people-first-culture-characteristics-of-companies-that-put-people-first\/\" target=\"_blank\" rel=\"noreferrer noopener\">intrinsically put their employees at the heart of their concerns<\/a> and shape an authentic, transparent and sustainable organizational culture.<\/p>\n","protected":false},"excerpt":{"rendered":"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. At the same time, a 2024 Gallup study found that the percentage of professionals who believe that their company cares about their well-being has fallen by less than half compared to&#8230;","protected":false},"author":4,"featured_media":117304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[232],"tags":[],"target":[202],"class_list":["post-117345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-human-resources","target-company"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carewashing: What it is and what are the consequences for companies - Edenred Portugal<\/title>\n<meta name=\"description\" content=\"The concept of carewashing has emerged in discussions about people management and employee benefits. 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