lowwashing

Lowwashing is a term used to describe a marketing or public relations tactic where a company or organization downplays or minimizes negative information or criticism about their practices. Instead of outright denying wrongdoing, lowwashing involves acknowledging a problem but framing it as minor, isolated, or already addressed. This strategy aims to deflect scrutiny and maintain a positive public image without making significant substantive changes.

The practice can manifest in various ways. For example, a company might admit to a minor environmental infraction while emphasizing their overall commitment to sustainability. Or, an organization might acknowledge a past ethical lapse but focus on recent improvements or new policies to suggest the issue is no longer relevant. The key element is the deliberate underestimation of the severity or scope of a problem.

Lowwashing is often employed when a company faces public pressure or regulatory attention. It is a subtler form of damage control than outright denial, which can be easily disproven. By appearing transparent and responsive, lowwashing attempts to satisfy public expectations for accountability while avoiding costly or impactful reforms. Critics argue that this approach is disingenuous and prevents genuine progress by offering superficial solutions to deep-seated issues. It can erode trust if consumers or stakeholders perceive the company is not truly committed to addressing its problems.