Have you noticed when businesses make a ‘stand’ for something but then don’t follow up

with the appropriate actions? This is purpose washing, and it has become the hot business
topic of the 20s. With Adidas’ recent split from Yeezy and Brewdog’s anti-sponsorship
adverts for the Qatar World Cup, purpose washing is a term we should all educate ourselves
on.

Similar to green washing, purpose washing is the most prevalent within the fashion industry.
Especially, concerning the shallow stands of solidarity made by brands in regards to racism,
religion and workers rights. It has become increasingly important to research fashion brands
prior to supporting their businesses.

The renowned sportswear brand Adidas has been found guilty of purpose washing on
numerous occasions. Most recently the brand has been called out for its false solidarity with
the Jewish community. Following Kanye West’s antisemitic comments, the German
sportswear brand claimed to immediately end the production of its Yeezy branded products.
However, Addias has recently revealed its plan to continue releasing the shoes designed in
partnership with the controversial rapper. This raises the question: does Adidas favour profit
over ethics?

As someone who works in the fashion industry and witnesses purpose washing
continuously, it is important to discuss the impact that purpose washing has upon
employees. If a company does not apologise for their actions, employees ultimately leave
that business. For example, the fashion business I was contributing to, projected a front of
diversity and inclusivity. However, this was not reflected within the workplace, which led me
to ultimately leave this business. As an employee, once one leaves the purpose washing
business, they will often talk negatively about the business to friends and family. Hence, it is
key for businesses to ensure that their employees are happy. This can be achieved through
anonymous questionnaires that allow employees to openly speak their mind without being
penalised.

So, what brands can be supported, and when do we draw the line on purpose washing? Yes,
starting a conversation about the topic is important, however, we should also consider not
buying from such brands. Maybe one can instead consider supporting smaller sportswear
brands such as Pyer Moss? A brand that works alongside social justice organisations to
create sportswear, that supports community efforts through donating a portion of its
proceeds.

However, this issue of purpose washing goes beyond fashion, we must consider the recent
anti-sponsorship adverts by Brewdog. Broadcasting build boards containing slogans such
as, “First Russia, then Qatar. Can’t Wait for North Korea”, Brewdog has made their critical
position upon the World Cup well known. For context, Qatar is guilty of the deaths of
thousands of its migrant workers who worked upon the stadiums for the World Cup. One
would assume this concern for worker rights would be prevalent within Brewdog’s own
workplace, however, this would prove not true.
The co-founder of the brewery has been accused by several former employees of creating a
culture of fear within the workplace. Instead of apologising for their hypocrisy and
implementing future action, the brewery defended its advertising choices.

As a Gen-Z looking for a job Brewdog’s lack of action, would prevent me from working for
them, since our generation prioritises ethics. Here, I must discuss the topic of ‘cancel
culture’ in relation to purpose washing. In the age of social media, one of the worst things
one can do is to associate with a ‘cancelled’ brand, as this can have a negative impact on
one’s personal image. Hence, it is key for businesses to implement future action when
rightfully accused of purpose washing, as consumer and employee support relies on this.

The question we are now left with is: how can businesses be more authentic? The simple
answer is to follow up their claims with real action. Moreover, incorporate these ‘actions’ into
the brand's marketing strategy, don’t shy away from showcasing the good your brand is
doing. This will increase the number of consumers, as social media praises those who shop
‘ethically’. Moreover, as a consumer I am more likely to pay more for products that are
ethically produced, since it adds greater value to the product.

Purpose washing happens too often, and with businesses rarely acknowledging their
mistakes, the consumer now has to take action. As a consumer, it is now important to
research the bands we consider buying from. Personally, I find that a quick google search
with the brand name alongside words such as “controversy”, is often sufficient for research.

It is immensely important for us all to take a stand against purpose washing, as our ethics
can not be exchanged for a product.