In today’s socially conscious marketplace, consumers and businesses alike are increasingly prioritizing values such as sustainability, diversity, equity, and ethical practices. This shift has given rise to a phenomenon known as “everything-washing”—a term used to describe companies that exaggerate or misrepresent their commitments to social and environmental causes. From greenwashing to pinkwashing to woke-washing, businesses are under pressure to align with popular values, but not all of them do so authentically.
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For businesses looking to form partnerships, this creates a challenge: How do you identify which companies are genuinely committed to their stated values, and which are simply jumping on the bandwagon for PR purposes?…
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