Term 

Definition

Example and history if known

Anti-consumerist washing

Anti-consumerism is a sociopolitical ideology that opposes the excessive purchasing and consumption of material possessions. It critiques the culture of consumerism, emphasizing the negative impacts of overconsumption on the environment, individual well-being, and societal values.

Some fast-fashion retailers advertise limited "sustainable" collections or eco-friendly initiatives to appeal to environmentally conscious consumers. However, these efforts are often minimal compared to their overall business models, which rely on rapid production and consumption of inexpensive clothing. This disparity between marketing messages and core business practices can be seen as a form of anti-consumerist washing.

Blackwashing Critical Race & Fashion Studies

The superficial incorporation of Black culture and aesthetics in branding without genuine engagement with Black communities or equity efforts.

A company appropriates Black streetwear styles but lacks Black designers in leadership. A company uses African-inspired designs but does not engage with or support Black designers or communities.

Bluewashing Environmental & Water Sustainability

Refer to misleading claims about water sustainability or conservation efforts.

A denim brand promotes its 'water-saving' jeans without disclosing total water usage across production.

Bluewashing Labour & Human Rights Studies

Bluewashing refers to corporations misleadingly associating themselves with ethical, human rights, or sustainability initiatives (often linked to the United Nations or other global organisations) to appear responsible without making meaningful changes. The term bluewashing in the corporate social responsibility (CSR) & human rights context is associated with the United Nations (UN), which uses blue in its branding (e.g., the UN flag and logo). Many companies claim alignment with UN initiatives (like the UN Global Compact) to appear ethical, even if they don't follow through with meaningful actions—hence, bluewashing.

A fashion company joins the UN Global Compact but continues exploitative labour practices.

Brownwashing Fake Diversity & Inclusion

Tokenistic representation of BIPOC models without real inclusivity in hiring or leadership.

A fashion ad featuring diverse models, while the executive team remains overwhelmingly white. A brand features people of color in advertisements but sources materials from suppliers with poor labor conditions affecting those communities.

Cleanwashing

Promoting fashion as "clean" or "chemical-free" when all textiles require processing.

A brand claiming “organic cotton” but using synthetic dyes and finishes.

False Claims About "Non-Toxic" Fashion

Eco-labelling fatigue

Consumer confusion or disillusionment due to the proliferation of unverified or overlapping sustainability labels.

It emerged from a growing observation and discussion in the late 2000s, particularly around 2007-2008, as environmental awareness and the number of eco-labels on products rapidly increased.

Greenhushing Hiding Sustainability Efforts

Brands downplay their genuine eco-efforts to avoid scrutiny or accusations of greenwashing.

A company using recycled materials but not publicly promoting it to evade consumer scepticism.

Greenwashing General Definition

Greenwashing refers to misleading or deceptive marketing practices by companies that exaggerate or falsely claim environmental benefits to appear more sustainable than they actually are.

Lululemon has faced allegations of greenwashing, but not of sportswashing. In July 2024, environmental advocacy group Stand.earth filed a legal complaint against Lululemon in France, accusing the company of misleading sustainability claims through its "Be Planet" marketing campaign. Stand.earth alleged that despite Lululemon's portrayal as an environmentally friendly brand, its greenhouse gas emissions had increased, contradicting the campaign's message.

Greenwashing Corporate Social Responsibility (CSR) Perspective

Greenwashing occurs when a company spends more time and money advertising its sustainability efforts than actually implementing sustainable business practices.

A luxury fashion house promotes a recycled fabric capsule but lacks transparency about its full supply chain.

Greenwashing Political Economy Definition

Greenwashing is a corporate strategy that maintains profit-driven business as usual while appropriating environmental language to avoid regulatory scrutiny and public backlash.

A fashion conglomerate signs sustainability pledges but continues exploitative labour and high waste production.

Greenwashing Marketing & Consumer Studies

Greenwashing involves misleading consumers about the environmental impact of a product, service, or company through vague claims, irrelevant labels, or unverified certifications.

A fashion retailer uses the term 'eco-friendly' without defining how the product meets sustainability criteria.

Greenwashing Environmental Science & Policy

Greenwashing is the act of making unsubstantiated or misleading claims about the environmental benefits of a product, service, or corporate practice to distract from harmful ecological impacts.

A fast fashion brand highlights its in-store recycling bins while producing millions of garments weekly.

Greenwashing Critical Sustainability Studies

Greenwashing is a form of reification where sustainability becomes a commodity, stripped of its radical potential, and used to uphold extractive and exploitative systems.

A high-fashion brand markets 'sustainable' leather without addressing the environmental impact of cattle farming.

Greenwashing Branding & Consumer Psychology

Greenwashing is a branding tactic in which sustainability narratives are deployed to increase consumer trust without meaningful systemic change.

A streetwear label claims to be sustainable but uses polyester-heavy blends and synthetic dyes.

Greenwashing Semiotics & Media Studies

Greenwashing is the process by which companies manipulate language and imagery to create an illusion of ecological responsibility, obscuring the true impact of their operations.

A clothing brand uses green packaging and nature imagery but lacks sustainability certifications.

Greenwashing Cultural Studies & Performance Theory

Greenwashing is a form of corporate performativity where environmental responsibility is staged through marketing campaigns rather than substantive action.

A designer brand launches an 'eco' campaign featuring sustainable buzzwords but no supply chain changes.

Greenwashing Ethics & Moral Philosophy

Greenwashing is the strategic use of sustainability claims to create moral licensing, allowing companies to justify ongoing unsustainable practices.

A fashion company highlights a single ethical initiative while continuing to rely on exploitative labour.

Greenwashing Public Relations & Strategic Communication

Greenwashing is a public relations technique that uses selective disclosure, emphasizing minor sustainable efforts while concealing major environmental harm.

A textile manufacturer highlights its water-saving dyeing process but ignores its excessive carbon emissions.

Greenwashing Economic Sociology

Greenwashing is an economic tool where sustainability rhetoric is used to maintain consumer demand in a market-driven system.

A high-street fashion brand launches a rental service but continues producing new collections at scale.

Greenwashing Regulatory & Legal Studies

Greenwashing occurs when regulatory loopholes allow companies to label products as sustainable without standardized accountability measures.

A fashion label uses the term 'organic cotton' without third-party verification.

Localwashing Misleading "Local" Claims

Marketing a brand as "locally made" when only part of the production happens in that country.

A brand advertising "Made in Italy" while outsourcing production to exploit cheaper labour abroad.

Pinkwashing Feminism & LGBTQ+ Exploitation

The promotion of LGBTQ+ friendliness by organizations to downplay or distract from negative aspects of their operations.

A brand selling "Empowered Women" T-shirts made by underpaid female garment workers. A brand launches a Pride-themed collection but does not support LGBTQ+ rights within its corporate policies. Brand: H&M in 2021 media outlets reported when H&M launched a Pride collection with the slogan "Love for All," but faced backlash when it was revealed that the collection was not being sold in countries with anti-LGBTQ+ laws, such as Malaysia, Kuwait, the UAE, and Saudi Arabia.

Purplewashing

When organizations use feminist rhetoric to market products or policies without supporting gender equality in practice.

A brand markets products as empowering for women but pays female workers unfair wages.

A company promotes products as empowering for women but maintains policies that disadvantage female employees.

Purpose-Washing

Brands claim to have a strong ethical "purpose" while engaging in harmful business practices.

A luxury brand boasting about “timeless quality” while burning unsold stock.

Exaggerated Brand Ethics

Rainbow-washing

The use of rainbow imagery or LGBTQ+ symbols by companies to appear supportive without meaningful action.

A fashion retailer sells rainbow-themed merchandise during Pride Month but lacks inclusive policies for LGBTQ+ employees.

A corporation decorates its branding with rainbow colors during Pride Month but lacks inclusive policies for LGBTQ+ employees.

Redwashing

The practice of presenting an organization as progressive and concerned about social equality to distract from harmful practices.

A company emphasizes fair trade certifications while ignoring poor working conditions in other parts of its supply chain.

Combines "red," often associated with socialism or leftist movements, with "whitewashing."

Sportswashing

The practice of individuals, groups, corporations, or governments using sports to improve reputations tarnished by wrongdoing.

A company sponsors major sports events to distract from unethical labor practices in its supply chain.

A nation with a poor human rights record hosts major sporting events to enhance its global image.

Veganwashing

Promoting vegan products while ignoring other unethical practices (e.g., forced labour, pollution).

A brand marketing vegan leather but using toxic chemicals in its production.

L'Oréal has faced criticism for using vegan logos despite selling products in countries where animal testing is required by law, misleading consumers about the ethical nature of their products.

Whitewashing Cultural Erasure

Erasing diverse histories while marketing products as "neutral" or "universal."

Fashion brands appropriating Indigenous designs without credit or profit-sharing.

Wokewashing Social Justice Exploitation

The act of companies aligning themselves with social justice causes to improve their public image while lacking genuine advocacy and possibly co-opt activist movements for profit without real systemic change.

A company posting #BLM support but failing to address workplace discrimination.