noun a marketing technique in which a company promotes the perception that its products are healthy or environmentally friendly, when in reality they may not be
Leanwashing is also applicable in the health and wellness industry, where companies may use misleading claims to market products as healthier options, even if they contain harmful ingredients or lack nutritional value.
Leanwashing is a term used to describe when companies falsely claim their products or services are environmentally friendly or healthy, in an attempt to appeal to consumers' desire for sustainability and health-consciousness.
Leanwashing can be seen in advertising campaigns that promote products as being 'lean' or 'green' without providing concrete evidence or transparent information about the product's actual impact on the environment or health.
Leanwashing influences consumer behavior by creating a perception of a product or brand as being more sustainable or healthy than it actually is, leading consumers to make purchasing decisions based on misleading information.
Leanwashing is relevant in discussions about sustainability, as it highlights the importance of transparency and authenticity in promoting environmentally friendly practices and products.
In the context of corporate social responsibility, leanwashing refers to companies engaging in greenwashing practices to appear environmentally responsible, without making substantial efforts to reduce their environmental impact.
In the marketing industry, writers may be asked to create content for companies that promotes their products or services as 'healthy' or 'natural' when they may not actually be. This is a form of leanwashing to appeal to health-conscious consumers.
Psychologists may be consulted by companies to understand consumer behavior and how to manipulate perceptions of healthiness or naturalness in their products through advertising and branding, contributing to leanwashing.
Marketing specialists may utilize leanwashing techniques to create campaigns that portray a company's products as healthier or more environmentally friendly than they actually are, in order to attract a certain target audience.