Wellbeing washing refers to the practice of promoting wellbeing initiatives or messages that appear supportive on the surface but lack substance or meaningful impact. It often involves organisations presenting themselves as health and wellbeing champions while failing to address underlying issues or make genuine, lasting changes. In some cases, wellbeing washing can be a deliberate strategy to improve public image or divert attention from harmful practices. Sometimes, it results from poorly designed initiatives prioritising appearances over outcomes.

The growing focus on wellbeing in workplaces and communities has created a demand for visible commitments to mental, physical and emotional health. While this shift has brought positive change, it has also increased superficial or performative actions. As expectations for responsible, supportive environments rise, there is a risk that wellbeing efforts may be used more as a branding exercise than a genuine investment in people’s welfare.

By raising awareness of wellbeing washing, we can better understand its impact and encourage more thoughtful, genuine wellbeing approaches that prioritise people’s needs over appearances.

What is Wellbeing Washing?

Wellbeing washing occurs when organisations, brands or institutions present themselves as committed to supporting mental, physical or emotional wellbeing but fail to back these claims with meaningful action. It often involves promoting initiatives or messages that appear beneficial but are primarily aimed at improving reputation rather than creating real, lasting change. In some cases, wellbeing washing may mask ongoing practices that contribute to stress, burnout or poor health outcomes, undermining the very wellbeing it claims to support.

Wellbeing washing typically focuses on surface-level solutions – such as promoting mindfulness sessions or wellness perks – without addressing systemic issues like unrealistic workloads, lack of job security or harmful workplace cultures.

How Wellbeing Washing Relates to Similar Concepts

Wellbeing washing shares similarities with terms such as greenwashing and purpose washing. All of these involve using positive language and symbolic gestures to create an impression of responsibility, ethics or care, without taking substantive action.

Greenwashing refers to companies overstating or falsely claiming environmentally friendly practices.

Purpose washing involves organisations aligning with social causes or ethical movements to appear purposeful, often without making real contributions.

In the case of wellbeing washing, the focus is on health and wellness. It can involve promoting initiatives that sound supportive but are poorly designed, underfunded or disconnected from the actual needs of employees or communities.

The Difference Between Genuine Wellbeing Efforts and Superficial Ones

Genuine wellbeing initiatives are integrated into an organisation’s core values, operations and culture. They address the root causes of stress or harm and are developed in consultation with those affected. These efforts are usually transparent, measurable and prioritise long-term outcomes.

By contrast, superficial efforts are often reactive, short-term or symbolic. They may focus on highly visible activities – such as offering one-off wellbeing events or promoting mental health awareness days – while avoiding more profound organisational change. In these cases, wellbeing is treated as an image-management tool rather than a genuine priority.

Examples of Where Wellbeing Washing Typically Occurs

Wellbeing washing can be found across various settings, particularly where public perception and reputation play a significant role. Common examples include:

Workplaces: Organisations may advertise flexible working arrangements or mental health support but continue to enforce excessive workloads, unrealistic deadlines or unsupportive management practices.

Marketing Campaigns: Brands may position themselves as wellbeing advocates through advertising, sponsorships or partnerships, without ensuring their products or services align with wellbeing principles; for example, promoting wellness messages while selling products that contribute to health issues.

Social Media: Influencers, companies and organisations may use social media platforms to highlight wellbeing initiatives or values, often focusing on aesthetics and messaging rather than demonstrating meaningful action or accountability.

Understanding where and how wellbeing washing occurs allows us to engage more critically with wellbeing narratives and look for signs of genuine commitment.

Common Tactics and Strategies

Wellbeing washing can take many forms, but several common tactics and strategies signal when wellbeing initiatives are more about appearances than genuine care. Recognising these patterns can help us engage more thoughtfully with wellbeing messaging and assess whether an organisation’s actions align with its words.

Common Signs of Wellbeing Washing

Several indicators suggest that an organisation or brand may engage in wellbeing washing. While these actions are not inherently harmful, they become problematic when used in place of meaningful, systemic change.

Overemphasis on Token Gestures

• Offering perks like free yoga classes, meditation apps or wellness days without addressing the underlying factors contributing to stress, burnout or poor health.
• Providing superficial benefits while maintaining unsustainable workloads, unrealistic expectations or inequitable policies.
• Focusing on individual-level solutions rather than making organisational changes that promote collective wellbeing.

Marketing Campaigns That Focus on Wellbeing Values but Lack Meaningful Action

• Running campaigns highlighting wellbeing as a core value without providing evidence of actual policies, initiatives or measurable outcomes supporting those claims.
• Aligning with mental health awareness days or wellbeing causes to build brand credibility, while neglecting to improve conditions within their operations.
• Using wellbeing language to appeal to consumer values without ensuring that products, services, or practices are aligned with health and wellbeing principles.

Use of Wellbeing Language to Distract from Harmful Practices

• Promoting wellbeing narratives to divert attention from organisational practices that may be contributing to harm.
• Highlighting wellness programs or benefits while simultaneously engaging in cost-cutting measures that reduce job security or increase workloads.
• Using the language of care, support and balance as a public relations tool rather than a reflection of the lived experiences of employees or customers.

The Role of Social Media in Amplifying Wellbeing Washing

Social media plays a significant role in the spread of wellbeing washing. These platforms’ fast-paced, image-driven nature often rewards short, visually appealing messages over substantive wellbeing discussions. Common tactics include:

• Sharing curated images of wellness initiatives or events that give an impression of a supportive culture while deeper issues remain unaddressed.
• Using hashtags or slogans that align the organisation with wellbeing trends without providing transparency or evidence of impact.
• Amplifying partnerships with wellbeing influencers or advocates to create social proof without backing it up with meaningful organisational practices.

Managing Public Perception and Avoiding Accountability

Organisations may use wellbeing narratives as a tool to manage public perception or avoid accountability. This can involve:

• Releasing wellbeing-focused statements during controversy or public scrutiny to shift the conversation or deflect criticism.
• Publicly committing to wellbeing initiatives without setting clear goals, timelines or accountability measures.
• Prioritising image management over meaningful engagement with employees or communities affected by their policies and practices.

Understanding these tactics helps us better assess the sincerity of wellbeing initiatives and encourages organisations to move beyond surface-level solutions in favour of genuine, lasting change.

Why Wellbeing Washing is Problematic

While wellbeing initiatives have the potential to foster healthier workplaces and communities, wellbeing washing undermines these efforts. Superficial or misleading actions can cause harm by eroding trust, diminishing the value of genuine wellbeing practices and ultimately hindering progress. Understanding the consequences of wellbeing washing highlights why a thoughtful, authentic wellbeing approach is essential.

Impact on Individuals

Erosion of Trust:  When individuals are exposed to wellbeing initiatives that appear meaningful but lack genuine substance, trust can be undermined. Employees and community members may feel sceptical or disillusioned when they realise these efforts do not lead to real improvements in their wellbeing. Repeated exposure to wellbeing washing can create cynicism, making people less likely to engage with future initiatives – even when they are authentic.

Disillusionment with Genuine Wellbeing Initiatives: Superficial approaches can diminish the perceived value of genuine wellbeing programs. If individuals have experienced token efforts in the past, they may doubt the sincerity of new initiatives, regardless of their quality. This disillusionment can prevent participation, reduce the effectiveness of programs and make building a supportive culture around wellbeing harder.

Organisational Risks

Damage to Credibility and Reputation: Organisations that engage in wellbeing washing risk damaging their credibility, particularly when their actions are scrutinised by employees, stakeholders or the public. Once an organisation is perceived as inauthentic, regaining trust can be difficult. Public exposure of wellbeing washing can also attract criticism and harm an organisation’s reputation, impacting its ability to attract and retain talent or customers.

Potential for Decreased Employee Engagement and Morale: Employees may feel undervalued or unheard when wellbeing initiatives are perceived as disingenuous or performative. This can lead to decreased engagement, lower morale and higher turnover. Staff may become disengaged if they perceive that their wellbeing is being treated as a branding exercise rather than a genuine concern. Over time, this can result in a less committed, less productive workforce.

Broader Implications

Dilution of the Concept of Wellbeing: Wellbeing washing dilutes what wellbeing truly means. When wellbeing is reduced to marketing slogans or token initiatives, it loses its significance. This makes it harder to advocate for comprehensive, meaningful approaches, as “wellbeing” becomes associated with empty promises rather than tangible outcomes.

Hindrance to Meaningful Wellbeing Progress: Superficial initiatives can hinder progress by diverting attention and resources away from systemic changes that would make a real difference. Wellbeing washing can create a false sense of accomplishment, leading organisations to believe they are addressing wellbeing effectively when deeper issues remain unresolved. This slows momentum for genuine improvements in both workplaces and broader communities.

By recognising these risks and consequences, we can better understand the importance of moving beyond wellbeing washing to create authentic, lasting wellbeing initiatives that genuinely support people’s health and quality of life.

How to Identify Authentic Wellbeing Efforts

In a landscape where wellbeing washing is increasingly common, it can be challenging to distinguish between genuine efforts and those that are primarily symbolic. However, there are clear indicators of authentic commitment to wellbeing. By recognising these signs and asking thoughtful questions, we can assess whether an initiative is likely to make a meaningful difference.

Signs of Genuine Commitment to Wellbeing

Transparent Policies and Practices

Clear, transparent policies support authentic wellbeing initiatives. Organisations openly communicate their goals, strategies and actions, making it easy to understand how they support wellbeing. Transparency includes sharing information about resources allocated to wellbeing programs, participation eligibility criteria, and how decisions are made. Importantly, it also involves being honest about areas that still need improvement.

Measurable Outcomes and Accountability

Genuine efforts are accompanied by measurable outcomes. Organisations committed to wellbeing set clear objectives and track their progress using reliable data. They are willing to report on both successes and areas where further work is needed. Accountability is often demonstrated through regular reporting, third-party evaluations or feedback mechanisms that allow employees or community members to share their experiences and hold the organisation to account.

Integration of Wellbeing into Organisational Culture

Authentic wellbeing initiatives are not limited to standalone programs or one-off events. Instead, they are integrated into the organisation’s broader culture and day-to-day operations. This may involve embedding wellbeing considerations into leadership practices, decision-making processes and workplace policies. For example, addressing workload management, promoting psychological safety and offering flexible work arrangements that are accessible and effective – not just nominal.

Questions to Ask When Assessing a Wellbeing Initiative

Reflecting on a few key questions can be helpful when evaluating whether a wellbeing initiative is authentic. These questions encourage a deeper understanding of the initiative’s purpose and impact.

Who Benefits from This Initiative?

• Consider whether the initiative genuinely addresses the needs of employees or communities, or if it primarily serves to enhance the organisation’s image.
• Reflect on whether those most impacted by wellbeing challenges receive appropriate support or if the initiative is designed for public relations.

Is It Addressing Root Causes or Just Symptoms?

• Look for evidence that the initiative is tackling the underlying factors that affect wellbeing.
• Assess whether it addresses systemic issues such as workload, job security, and workplace culture rather than offering temporary relief or individual-level solutions.

Are Employees or Communities Involved in Shaping the Initiative?

• Genuine initiatives are developed in consultation with those they are intended to support.
• Consider whether meaningful input from employees or community members can be sought in designing, implementing, and reviewing wellbeing programs.
• Inclusive approaches are more likely to reflect actual needs and foster a sense of ownership and trust.

By focusing on these indicators and questions, we can better identify wellbeing initiatives that are likely to have a meaningful, lasting impact and avoid those that may be superficial or performative.

How We Can Respond to Wellbeing Washing

Addressing wellbeing washing requires both awareness and action. Whether we are individuals engaging with wellbeing initiatives or organisations aiming to support wellbeing meaningfully, adopting a thoughtful and constructive approach is essential. Promoting transparency, accountability, and genuine care can shift the focus from superficial efforts to lasting, positive outcomes.

Encouraging a Critical but Constructive Approach

Responding to wellbeing washing is not about dismissing all wellbeing initiatives but encouraging a more discerning perspective. A critical but constructive approach involves asking thoughtful questions, seeking clarity and supporting genuinely beneficial efforts. This helps create an environment where authentic wellbeing practices are recognised and valued while superficial or misleading actions are challenged.

Steps Individuals Can Take

Educate Ourselves About Wellbeing Washing

• Understanding what wellbeing washing is and how it operates allows us to recognise it when we encounter it.
• Staying informed helps us engage more thoughtfully with wellbeing initiatives, whether as employees, consumers, or community members.
• Education also empowers us to advocate for better workplace or network practices.

Ask Questions and Seek Transparency

• If an organisation promotes wellbeing initiatives, asking for more information about how these programs are designed and evaluated is reasonable.
• Inquiring about policies, funding, and outcomes can provide insight into whether the initiative is substantive or symbolic.
• Encouraging open conversations about wellbeing practices helps build a culture of accountability and trust.

Support Organisations with Authentic Wellbeing Commitments

• Where possible, we can choose to engage with or support organisations that demonstrate a genuine commitment to wellbeing.
• This may include working for, partnering with or purchasing from organisations with transparent policies and track records of meaningful action.
• Acknowledging and reinforcing positive examples encourages other organisations to adopt similar practices.

How Organisations Can Avoid Wellbeing Washing

Conduct Honest Assessments of Wellbeing Practices

• Organisations should regularly review their wellbeing initiatives to ensure they are meeting real needs and achieving meaningful outcomes.
• Honest assessments include gathering feedback from employees or community members, analysing data and being open about areas for improvement.
• Transparent reporting helps build credibility and demonstrates a willingness to grow and adapt.

Engage in Meaningful Consultation with Employees or Communities

• Effective wellbeing initiatives are developed in collaboration with those they aim to support.
• Consulting employees or community members ensures that programs address concerns and reflect diverse perspectives.
• Ongoing dialogue, rather than one-off surveys or token input, fosters engagement and trust.

Prioritise Long-Term Wellbeing Over Short-Term Image Gains

• Sustainable wellbeing practices are focused on creating lasting, positive change rather than quick wins or public relations benefits.
• Organisations can prioritise long-term wellbeing by embedding supportive policies into their culture and leadership practices.
• Investing in the health and wellbeing of employees and communities strengthens resilience, retention and overall performance over time.

By taking these steps, individuals and organisations can contribute to a culture where wellbeing is treated with the seriousness it deserves – moving beyond appearances and towards genuine care and responsibility.

Conclusion

Recognising and addressing wellbeing washing is essential to foster genuine improvements in mental, physical and emotional health. When organisations or brands promote superficial initiatives, they risk undermining trust, diluting the meaning of wellbeing and diverting attention from the systemic changes that make a real difference. By identifying wellbeing washing, we can make more informed choices and help hold organisations accountable for the claims they make.

Each of us has a role in encouraging genuine approaches to wellbeing, whether by asking thoughtful questions, supporting organisations that demonstrate authentic commitment or contributing to positive practices within our communities. By fostering critical thinking and prioritising substance over appearance, we can help ensure that wellbeing is more than just a marketing strategy.