‘Carewashing’: Watch out for the culture that can bleed an organisation of talent
This is called “carewashing” — a strategy where corporations portray an image of commitment to social issues without genuinely working towards them.
Such a strategy severely impacts employee trust. If this is not addressed or prevented, it can push employees to quit, leading to high staff churn and associated expenses. Experts say it is important for leaders to convey that they are establishing a genuine culture of care in the organisations if they want to succeed.
Carewashing: What and How
Carewashing is a commercial branding strategy that commodifies “care” in an attempt to increase profits, says Krishnendu Chatterjee, VP and Business Head, TeamLease-Staffing. It impacts the morale of individuals who treat their jobs as purpose.
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