colorwashing

Colorwashing is a term used to describe the practice of using superficial efforts to appear more inclusive and diverse without enacting substantive systemic change. It involves making a company, organization, or product seem more diverse than it actually is, often through marketing campaigns, public relations, or minor policy adjustments, while avoiding fundamental transformations in power structures, hiring practices, or resource allocation.

This can manifest in various ways, such as featuring a diverse cast in advertisements without addressing a lack of diversity in leadership roles or employee base. It might also involve launching a diversity initiative with a catchy name but little follow-through or accountability. The intent behind colorwashing is often to improve public image, attract a broader customer base, or comply with perceived social expectations, rather than a genuine commitment to equity and inclusion. Critics argue that colorwashing can be misleading and even harmful, as it can give the false impression that progress has been made, thereby reducing the pressure for genuine change and potentially exploiting the desire for diversity for commercial gain. It is distinct from genuine diversity and inclusion efforts, which aim to embed diverse perspectives and experiences into the core operations and culture of an organization.