Good Intentions or Empty Promises? The Problem with Purpose-Washing

Is “Purpose-Washing" the New Greenwashing?

Ever felt a little… cynical? You’re scrolling online, trying to make conscious choices, and every other brand is touting how they "give back" or "make a difference." It sounds great, right? We want to believe companies are doing good in the world. But deep down, a little voice wonders: is it real, or just savvy marketing?

That little voice isn't wrong. Welcome to the era of "purpose-washing," the social impact equivalent of "greenwashing." Remember when every product suddenly had a vague "eco-friendly" label with no real substance? Purpose-washing operates in the same vein: a company claims a social mission or cause-based purpose without genuine action or a deep, committed strategy. It’s like saying you’re training for a marathon but never lacing up your shoes.

In a world where consumers, especially younger generations, are rightfully demanding corporate responsibility, the temptation for brands to offer mere "lip service" is incredibly high. And frankly, it makes it incredibly difficult for you to trust who you’re buying from, and for genuinely committed companies to stand out.

At joni, we believe in radical transparency and walking our talk. That’s why we commit to giving at least 2% of our total revenue directly to non-profit organizations – and usually, it's closer to 5%. This isn't just a promise; it's a fundamental part of who we are, backed up by third-party verification. But more on that later. First, let's equip you with the tools to navigate this tricky landscape. 

Here's what we'll cover:

• What is Purpose Washing?

• Purpose Washing Red Flags: What to Watch For

• Questions to Ask Companies (And Yourself)

• Third-Party Verification: The Antidote to Purpose Washing

• Cutting Through the Noise

What is"Purpose-Washing"?

Let's break down what purpose-washing really means. Simply put, it's when a company uses a cause as a marketing tool without truly integrating that cause into its core strategy, daily operations, or financial structure. It’s about appearing good without actually doing good.

The comparison to greenwashing is spot-on. Greenwashing uses misleading environmental claims to make a company seem more sustainable than it is. Purpose-washing does the same thing, but with social claims. Think of a brand loudly proclaiming its support for a specific community while its supply chain exploits workers in another. The two don't add up.

So, why do companies do it? It’s not always malicious, but it often comes down to a few key drivers:

• Consumer Demand: You, the consumer, want to support brands that align with your values. Companies know this.

• Market Pressure: In many industries, having a "purpose" has become almost expected.

• Perceived "Easy Win": For some, it seems like a straightforward way to gain a positive image and differentiate themselves without making a real, long-term, and often costly, investment.

Purpose Washing Red Flags: What to Look For

The cardinal rule here is: show, don't just shout. A company's actions, and the verifiable data behind those actions, are infinitely more important than their grand statements.

Here are some red flags to watch out for as you encounter brands claiming to "give back":

• Vague Statements: Do their claims sound too good to be true? "Making the world a better place" or "supporting communities" without any specific, measurable goals or outcomes is a big warning sign. What exactly are they doing? How exactly are they making it better?

• Lack of Transparency: Is it hard to find information about their giveback program? Are they unwilling to share reports, data, or a clear breakdown of where the money goes and what impact it has? A truly committed company wants you to see their work.

• Temporary Campaigns: Is their "cause" tied to a single, limited-time campaign ("Buy one, give one… this month only!") rather than being a continuous, integrated commitment? While campaigns can be good, they shouldn't be the only evidence of purpose.

• Misalignment: Does the company’s core business practice seem to contradict its stated mission? If a brand talks about empowering women but has a history of gender pay gaps, that's a glaring disconnect.

Questions to Ask a Company (and Yourself)

You have the power to be a savvy, informed consumer. Don't be afraid to dig a little deeper. Here are some direct, empowering questions you can ask (or look for answers to):

• "What is the specific financial commitment?" Giving a percentage of revenue, as joni does, means every purchase directly contributes to impact—no matter what the bottom line looks like. It’s a built-in commitment, not a conditional one. This kind of giving also builds trust and transparency because it’s simple: you buy, we give. Profit-based donations, on the other hand, can get murky—influenced by marketing budgets, executive bonuses, or other expenses that shift what’s left to give. That makes purpose dependent on performance, not principle.

• "How is this commitment verified?" Is there an external, third-party certification or an independently audited report? Anyone can say they donate; legitimate companies can prove it.

• "Who are your non-profit partners, and what is your long-term relationship with them?" Legitimate programs often have sustained, collaborative relationships with specific organizations, rather than just one-off donations to whoever looks good at the moment.

• "Where can I find the data?" Do they publish an annual impact report? Is there a public dashboard showing their giving? Real commitment comes with real data.

The Antidote to Purpose Washing: Third-Party Verification

Here's where the rubber meets the road. In a world full of claims, how do you know who to trust? The answer is often third-party verification. And one of the most rigorous and respected certifications out there is B Corp certification.

What is a B Corp? It stands for "Benefit Corporation." It’s a certification that means a company has met the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. It's not just a label; it's a fundamental shift in how a business operates.

To become a B Corp, a company goes through a rigorous assessment that evaluates everything from its employee benefits and charitable giving to its supply chain practices and environmental footprint. It’s a deep dive into every aspect of their operations. More than just a score, B Corps are legally required to consider the impact of their decisions on all stakeholders—workers, customers, suppliers, community, and the environment—not just shareholders. That’s a game-changer.

This certification provides trusted, external validation that a company's purpose isn't just marketing fluff; it's "baked in" to their very structure.

This is why at joni, we are proud to be a Certified B Corporation. It's our way of proving that when we say we give back at least 2% of our total revenue (and usually closer to 5%), it's not just lip service. Our commitment to doing good is verified, transparent, and core to who we are. We believe in building a business that benefits everyone, not just our bottom line.

Cutting Through the Noise

"Purpose-washing" is a real challenge in today's market, making it harder for consumers to make ethical choices. But you are not powerless! By understanding what to look for, asking the right questions, and prioritizing companies with transparent, verifiable giveback programs (especially those with third-party certifications like B Corp), you can cut through the noise.

Your purchase has power — real power. Every time you choose a brand that leads with purpose, you help build a world where business and kindness coexist. Where giving isn’t a marketing angle, but a mindset. So keep asking, keep choosing, and keep believing in better. Because when you buy with intention, you help rewrite what business can be.