Carewashing: The Dangerous Trend in Employment That You Need to Know About
In a world where employees are prioritising mental health, work-life balance, and overall wellbeing, organisations are under increasing pressure to create a culture of care. While many businesses genuinely strive to support their teams, others fall into the trap of “carewashing” – a deceptive practice that can quickly backfire. But what exactly is carewashing, and why is it so damaging in the workplace? Let’s unpack this trend and its implications for businesses and employees.
What is Carewashing in the Workplace?
Carewashing in the employment context refers to organisations exaggerating or fabricating their commitment to employee wellbeing, diversity, or work-life balance without backing it up with meaningful action. It’s when companies promote a perception of a caring workplace culture through glossy marketing campaigns or carefully crafted policies that fail to translate into real support for employees.
This kind of superficial effort might win accolades or attract talent in the short term, but it can lead to a toxic work environment, employee dissatisfaction, and even reputational damage when the truth comes to light.
Why Carewashing is Harmful
In Australia, employees value transparency, authenticity, and genuine care in the workplace. According to a 2023 study by SEEK, over 80% of Australian jobseekers consider company culture a critical factor when evaluating job opportunities. If employees discover that a company’s claims of care are empty promises, the fallout can be significant.
Key risks of carewashing include:
How to Spot Carewashing
Carewashing can be subtle, but the signs include:
A company might advertise flexible working arrangements but fail to support employees who actually use them. For example, workers who request remote work might face resistance from managers despite the policy.
Beware of organisations that highlight a single mental health day or wellness workshop but lack ongoing programs to support employee wellbeing. True care involves sustained efforts.
Some companies boast about diversity and inclusion but fail to back it up with diverse leadership or equitable hiring practices.
A genuine culture of care involves listening to employees. Companies that lack open forums, regular surveys, or actionable follow-ups on feedback may be more focused on appearances than actual improvement.
If a company spends more time promoting awards or certifications for workplace culture than addressing internal challenges, it’s worth questioning their priorities.
Tips for Businesses to Avoid Carewashing
If you’re an employer or HR professional, it’s crucial to build a culture of genuine care. Here are some strategies to ensure your efforts are authentic and impactful:
Leaders set the tone for workplace culture. Ensure your leadership team understands the importance of wellbeing and models genuine care in their actions. Provide training on empathy, active listening, and inclusive practices.
Create opportunities for employees to share their needs and experiences. This could include anonymous surveys, town hall meetings, or focus groups. Use this feedback to inform policies and initiatives.
Commit to ongoing initiatives that support physical, mental, and emotional health. Examples include Employee Assistance Programs (EAPs), regular mental health check-ins, and subsidised gym memberships.
Openness builds trust. Share clear and specific information about your wellbeing initiatives, diversity goals, and other efforts. Provide regular updates on progress and acknowledge areas for improvement.
Ensure managers are equipped to support their teams. Evaluate them not just on performance metrics but also on their ability to foster a positive work environment.
An inclusive workplace is one where everyone feels valued and supported. Review your hiring, promotion, and retention practices to ensure equity and fairness across the board.
Examples of Genuine Workplace Care
Some Australian companies are setting strong examples when it comes to prioritising employee wellbeing. Elsewhere, organisations like Canva and Atlassian have built cultures of care by offering flexible work arrangements, mental health resources, and diverse career growth opportunities. Their efforts are supported by transparent communication and measurable outcomes, showing employees and jobseekers alike that their commitment is real.
Final Thoughts
Carewashing in the workplace is a deceptive practice that benefits no one in the long run. Employees deserve more than empty promises; they need genuine support and care. For businesses, authenticity isn’t just a moral imperative—it’s a strategic advantage that fosters trust, loyalty, and long-term success.
If you’re an employer, remember it’s not about creating the illusion of care. It’s about putting in the effort to truly make a difference in your employees’ lives. By listening, acting, and being transparent, you can create a workplace culture that’s not only genuine but also deeply impactful.
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