What Is Charity Washing And How Can We Spot It?

Pink washing. Green washing. Charity washing. These phrases have become buzz words in recent years. 

Armed with a new level of media literacy, consumers are no longer prepared to simply sit by and blindly listen to brands’ promises. Bold claims of charitable giving and achieving net-zero targets must be backed up by clear evidence and transparency, lest brands be held accountable for their deliberate misleadings. 

Charity washing, in particular, has had a special focus over the past months. Consumers are ready and raring to fact-check brand’s claims and choose the companies they purchase from based on what good they do for society. 

How can consumers identify charity washing, and why is it so essential for brands to avoid it? 

Read on to find out more. 

WHAT IS CHARITY WASHING 

Charity washing is a term frequently thrown around the internet, with TikTok users galore labelling certain brands’ actions as under the phrase and swearing never to purchase from them again. 

Yet, what does charity washing actually mean?

Much like its sister phrases of green washing and pink washing, charity washing involves a company trying to polish up its public appearance with benevolent acts, without actually making important structural changes to the company itself. 

Charity washing, broadly, involves companies hiding their less-than-savoury investments and practices underneath their charitable donations. The issue is that these donations do not outweigh the harm of the company’s initial actions. The practice can also include companies claiming to be engaged in social activism and acts of good, but failing to do so. 

For example, if a company were to make a big show about donating billions of dollars to a specific charity, but were to then actively contribute to the cause said charity was trying to abolish (for example, through their supply chain processes), this would be charity washing. 

For consumers, charity washing communicates a lack of care on behalf of the companies involved. 

Modern consumers have consistently proven that they care about the brands and companies they engage with. Consumers no longer turn a blind eye to the behaviour of brands. Instead, they are applying a microscope, searching every nook and cranny of a brand’s closet for a speck of inauthentic behaviour. 

Studies have shown that consumers favour brands that have heart. In fact, more than two in five consumers (45%) claim that they are more likely to purchase from a brand that donates to charity. In contrast, only 5% of consumers say the opposite. 

Consumers care about what a brand stands for, and want to align themselves with brands they share morals with. As such, brands that engage with charity washing, that deliberately pull the wool over the eyes of their consumers to draw in more revenue, are incredibly frowned upon. 

Brands who have been found charity washing have been swiftly shunned by consumers, their reputations permanently tarnished. McDonalds, Walmart, H&M, and Zara are just a few examples of brands that are frequently discussed on social media as companies to be wary of. 

Yet, charity washing is not all that easy to spot. If it was, then consumers would never fall for brands’ tricks. How can consumers be sure to spot the genuine from the fake when it comes to brands involved in charity?

HOW TO SPOT AND AVOID CHARITY WASHING 

Charity washing is not a simple process to identify. Many companies have deliberately complex systems in place to ensure consumers are not aware of their practices. 

The most effective way to ensure that a company is following through on its promises and not engaging in charity washing is to check its certifications. Companies that are properly engaging in charitable practices will have the accompanying background checks. For example, many companies have the 1% planet logo, which confirms that they give away 1% of their yearly earnings to charity. 

Moreover, a trustworthy company will be up front and transparent about its giving practices and supply chains. A company that withholds this information from its stakeholders and consumers is likely to be engaging in some less than moral actions. 

Finally, do not trust extravagant claims. If something is too good to be true, then it likely is. Companies that promise the stars are likely not going to follow through. Stay wary, and always fact check. 

WHAT BRANDS ARE ANTI-CHARITY WASHING 

Now that all that negativity is out of the way, let’s take a look at what brands are setting the standard for charitable practices and steering clear of charity washing. 

Top 5 beauty brands 

Ethique

@ethiqueworld

“And, Emily…try traveling with solid shampoo next time.” 😎 #solidshampoo #shampoobar #HairTok #ethique #solidhaircare #thatsall #traveltip #travelessential #travelhack

♬ original sound – Ethique

Providing “effective, clean, and ethical haircare” to the world, Ethique is one of the most popular sustainable beauty brands of the moment. Created by Brianne West in 2012, Ethique aims to reduce the amount of waste produced by the cosmetics industry, via solid shampoo, conditioner, deodorant and more. 

With an expansive range of products that cater to any beauty need, Ethique have defined themselves as a leader in the sustainable beauty space for more than ten years running. 

Green Eco Dream

@greenecobeauty

ASMR con skincare de 💚 Green Ecobeauty. Tónico de agua de rosas + Niacinamida + Crema de noche con colágeno y Parches de té verde. #asmr #relajante #rutinadenoche #skincare #piel #skincarenatural

♬ sonido original – Green Eco Beauty

Finding sustainable brands to cover all your niche, daily needs can be quite the tall task. From crazy prices to charity washing claims, finding brands that you can trust can feel impossible. That’s where Green Eco Dream comes in. 

Green Eco Dream is your one stop shop for all things sustainable. This online marketplace brings together a wide range of pre-approved brands, so you can shop peacefully knowing the companies you are purchasing from are trustworthy. 

On top of this, the company is plastic-free, taking care to ensure each step of your consumer journey is as environmentally friendly as possible. 

Elate Beauty

@elatecosmetics

Capsule LipColour is OFICIALLY here 💋 Time to build your dream summer makeup palette.

♬ Confidence (sped up version) – Ocean Alley

Elate Beauty places kindness at the heart of its business model and above all else. 

The brand is seeking to flip the script on beauty companies by encouraging their consumers to feel better about themselves, therefore buying less makeup in the long run; rather than the typical model of playing on consumer’s insecurities in order to boost sales. 

Elate Beauty champions the message that everyone is beautiful, encouraging consumers to purchase less; boosting their self love and helping the planet via mindful consumption. With responsible marketing, ethical ingredients, and sustainable packaging, Elate Beauty is here to make you feel good about what you’re doing for the planet; and good about yourself too. 

Lush

@lush

Be Somewhere Else. We want to engage with you in places that look after you and your mental well-being. Read more via the link in our bio.

♬ original sound – LUSH

Lush, arguably, have put sustainable, vegan cosmetics on the map. 

When the company started in 1995, its founders set out to create a cosmetics brand that never sacrificed on morals. Since its inception, Lush has consistently proven at every turn their commitment to environmental sustainability and animal protection. Completely animal cruelty free, vegan, and with thoughtful ingredients, Lush is one of the most popular sustainable cosmetic brands in the world. 

From their sustainable packaging to their charitable giving – Lush has several avenues, most prominently their Charity Pot program which has raised £75m since 2007 – Lush consistently puts other brands guilty of charity washing to shame. 

Aveda

@aveda

@✨ LIZ ✨ knows how to keep it mindful with our 100% vegan breakthrough for thinning hair—Invati Ultra Advanced. 💚🌿 #AvedaPartner #Invati #VeganHairCare #VeryDemure

♬ original sound – Jools Lebron

The very first beauty brand to utilise 100% post-consumer recycled materials in their PET bottles, Aveda is a vegan cosmetics company looking to make a difference. 

Known for their powerful, science backed formulas, Aveda made a name for itself back in 1975 when it burst onto the scene. Since then, Aveda has continued to break industry norms with their recycling practices, Take Back program, and vegan formulas. 

Never guilty of charity washing, Aveda is a brand that makes a difference. 

Top 5 fashion brands 

Tentree

@tentree

Our fall 2024 collection just dropped. What adventures will you take in it? 🌲 #tentree #sustainablefashion

♬ original sound – tentree

When Tentree burst onto the scene, it decided it was going to do things differently. 

Rather than following suit with the rest of the industry, Tentree has made a long standing commitment to protecting the environment with every piece of clothing it makes. For each piece of clothing they sell, Tentree plants ten new trees across the world. 

As of this year, the brand has planted more than 100 million trees, helped 75 million communities, and provided more than 75 million hours of work. Tentree has a commitment to encouraging mindful consumption, using sustainable materials, and helping the planet where they can. 

Conscious Step 

@consciousstep

@nia papaya unboxes socks that support mental health and socks that save dogs!#fyp #myconsciousstep #conscioustiktok #ecotok #consciousstep #shopping

♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

Want to do good with every step you take? Well, with Conscious Step you can! 

Putting all those engaged with charity washing to shame, Conscious Step seeks to connect their consumers with nonprofits set on changing the world. Each pair of socks they make are connected to a specific charity, allowing consumers to directly donate to the cause of their choice. 

From sloths to mental health, Conscious Step has a wide range of charitable socks to choose from, making it easier than ever to donate to charity in style. 

Reistor

@shop.reistor

An organic cotton dress with a twist. We love the boxy design, adjustable shoulder drawstrings and soft, breathable fabric. Ecofriendly fashion, fashion, sustainable fashion, sustainable style, spring fashion #reistor#reistorlife#fashion#ecofriendlyfashion#sustainablefashion#thursday #thursdaymood#reel#video#tiktok#tiktokreel#tiktokvideo

♬ original sound – Reistor – Reistor

Reistor has a simple philosophy. They “believe that quality and fashion and conscious choices can go hand in hand”. 

Many fashion brands, especially those convicted of charity washing, ask their consumers to cut corners and choose between sustainability and looking great. Reistor seeks to end this, offering up beautiful, modern, quality, sustainable items for their consumers to love. 

With a focus on timelessness and mindful consumption, Reistor’s 100% hemp clothing allows consumers to support the planet and look good doing so. 

Beaumont Organic 

@beaumontorganic

Denim and cord. The perfect autumn pairing. #beaumontorganic #slowfashion #organiccotton

♬ Birds chirping – Official Sound Studio

Beaumont is best described by its mission statement: “to design and create ‘Contemporary Conscious Clothing’ responsibly using luxury fabrics for modern women”. 

An international organic, ethical brand, Beaumont Organic prides itself on creating clothes that respect the planet and their consumers; clothes that can be worn time and time again. The brand is incredibly open about its production processes, ensuring that each and every step its products take is sustainable and ethical. 

Anti-charity washing in every way, Beaumont Organic always seeks to be more authentic and genuine in their sustainability practices. 

Ninety Percent

@ninetypercentworld

Our co-founders established our factory in Bangladesh with strict human rights policies and social benefits to support its workers, but it was also important to give back to the communities where it operates. This is why Children’s Hope was created nearly 25 years ago; to uplift Dhaka’s slum children and their families, break the cycle of poverty and give them access to a more hopeful future.  When you choose to shop from us, you help us to empower these communities through our profit-sharing model. Learn more at ninetypercent.com. #InternationalDayOfCharity #ResponsibleFashion

♬ Slowed Jacob and the Stone – 🌃

Ninety Percent is a fashion label set on breaking industry stereotypes wherever possible. 

The brand’s revolutionary profit-sharing model donates a whopping 90% of the company’s profits to Children’s Hope, a charity that helps provide education and healthcare to communities in Bangladesh. On top of this, the brand puts a large focus on responsible, sustainable materials and practices, crafting all their products in their own factory in Bangladesh. Unlike most brands, Ninety percent know exactly who makes their clothes and how, as well as how their suppliers operate. 

Ultimately, rather than tearing down the local environment and economy, Ninety Percent boosts the local communities that they interact with. 

CHARITY WASHING AND BRANDS 

All in all, charity washing is a sure-fire way to end a consumer’s trust in a brand. 

Modern consumers want to engage with authentic, genuine brands that champion their morals and give back to society. Brands that aim to be as transparent as possible, sharing their processes and business models with their consumers. 

Charity washing strips away a consumer’s trust, and communicates to shoppers that a brand does not value their opinion; nor the world around them. As a brand, ensuring that you are open and honest with your consumers at all times is a must. Engage with the world around you, do your best to leave a positive impact on the planet, and be honest with your audience when you fall short. 

Consumers do not want brands to be perfect. They simply want them to try.

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@sociallypowerful