It's the world's largest corporate sustainability or social responsibility initiative with over 13.000 corporate participants and other stakeholders in over 170 countries that are involved and have pledged to abide by higher ethical standards respecting human and environmental rights.

Bluewashing was first used in relation to the United Nations and their Global Compact. A report found that 40% of corporate members who volunteered for the compact did not use its ten principles to make any policy reforms. [5] The compact is non-binding and the United Nations has publicly stated that it does not have the resources to monitor the bodies who are supposedly participating in it. [6] Therefore, concerns were raised that participating companies were using the compact as a way to "blue wash" their reputation aka improve public perception of their morals without legitimately introducing any policy reforms. [7] [8] The companies who joined were accused of using the United Nations' "excellent social reputation" to improve their own standing. [9] The word blue was inspired by the colour of the United Nations' flag. [10] The best way to avoid bluewash is to investigate and do a bit of research. Separate the companies that are truly making efforts from those that are only pretending to enjoy higher profit margins. Numerous consumer protection organizations around the world warn about bluewash. They ask buyers to protect themselves from unfair and deceptive practices. Companies want to appear eco-friendly and socially responsible by claiming that their products have a lower impact on the environment or local communities when, in reality, their activities remain highly polluting and irresponsible.

Blue Wash is available with these popular products

The term bluewashing, however, might be new to some and focusses more on the labour conditions and human rights within the garment industry rather than environmental issues. It’s also often associated with the blue logo of the United Nations (UN) and more specifically the UN Global Compact. Greenwash and bluewash are ways for companies to differentiate from the competition. By promising a more eco-friendly and ethical product or service, businesses catch customers' attention. Bluewash also prevents the development of a new sustainable and ethical economy. It slows down sustainability and social responsibility efforts drastically.

According to an Accenture study, 72% of consumers are buying more sustainable products than they were five years ago and more than half are even willing to pay more for them. So it’s no surprise that brands from small independents to the high street are trying to attract customers by calling their products green, eco-conscious or environmentally friendly. Businesses have a strong role to play in improving the state of the planet and its inhabitants. They have to develop and communicate their role in environmental and social stewardship to earn the trust of consumers. Consumers all over the world are becoming increasingly more aware of the alarming rate we are currently destroying our home, the Earth. They care for the environment and society's bigger issues.Greenwash and bluewash aren't recent phenomenons. Already in the 1980s, the demand for eco-friendly and socially responsible products was rising. Many cases of greenwash or bluewash were reported. Somehow, over the course of our 1 year of living and hiking in Arizona, I had never previously run into a snake on any of the trails we’ve hiked. On the Blue Wash Trail, we met a very colorful Gila Monster and a rattlesnake that was catching some shade. That's why so many companies make false claims and easily get away with it. Consumers often make buying decisions based on their emotions. Greenwash and bluewash make use of that behavior and tap into the good conscience of consumers. Berliner, Daniel; Prakash, Aseem (2015). " "Bluewashing" the Firm? Voluntary Regulations, Program Design, and Member Compliance with the United Nations Global Compact". Policy Studies Journal. 43 (1): 115–138. doi: 10.1111/psj.12085. ISSN 1541-0072. While this non-binding pact aims to make business practices more ethical and sustainable, the UNGC doesn't necessarily recognize or certify that the member companies have fulfilled its Ten Principles.