By Gautam Mahajan and Philip Sugai
Try googling Value Washing. You get washing machines. Which is not what we mean by Value washing a term first used by co-author Prof. Philip Sugai of Doshisha University in Japan in his 2019 article for Campaign magazine.
The unfortunate reality is that we have gotten used to value washing. Many companies make statements they do not follow such as we are customer friendly, we are customer centric, the customer comes first, and we are environmentally friendly. These words are meant to give a warm fuzzy feeling, but fail to actually improve the situation for their customers.