Bluewashing

Bluewashing is a term used to describe the practice of a company or organization presenting itself as environmentally conscious and committed to sustainability, particularly concerning ocean conservation, when in reality its actions do not align with these claims. It is a form of greenwashing specifically focused on the marine environment. The term derives from "blue" referring to the oceans and water.

Companies engaging in bluewashing may highlight a single, minor initiative related to ocean health while continuing practices that are harmful to marine ecosystems. This can include activities like plastic pollution, overfishing, or carbon emissions that contribute to ocean acidification. The aim is to improve public perception and attract environmentally aware consumers without making substantial changes to their core business operations or environmental impact.

Examples of bluewashing might involve a fast-fashion brand launching a small collection made from recycled ocean plastic while still producing vast quantities of clothing that contribute to microplastic pollution. Another instance could be a seafood company advertising its commitment to sustainable fishing while still sourcing from depleted fish stocks. Critics argue that bluewashing misleads the public and distracts from the urgent need for genuine, systemic change in corporate environmental responsibility. It can also undermine the efforts of truly sustainable businesses.