The High Cost of ”Fake Caring”: Why Carewashing Undermines Organizational Success, by Jonathan H. Westover PhD

Abstract: This article examines the phenomenon of "carewashing" - where organizations espouse employee care as part of their brand identity while failing to implement substantive caring practices. It explores how the disconnect between leadership rhetoric and action creates organizational distrust, employee disengagement, and deteriorating workplace cultures, ultimately undermining both individual well-being and business outcomes. Drawing on research across multiple industries, the article demonstrates how superficial caring gestures without systemic support damage psychological safety, retention, and innovation. It concludes by offering evidence-based strategies for building authentic caring cultures that align policies with values, engage employees in decision-making, and evaluate leadership based on holistic employee thriving rather than short-term productivity metrics - emphasizing that genuine care is both an ethical imperative and strategic business advantage.