Well-being masterclass: How to avoid the pitfalls of company “carewashing”

Jennifer’s book “Why Are We Here” was featured in an excerpt in Big Think.

The article discusses the importance of authentic corporate caregiving, emphasizing that genuine well-being efforts are essential to effective leadership and employee retention, while cautioning against "carewashing"—superficial displays of concern aimed at manipulating public perception rather than creating meaningful change.

The piece highlights two of Jennifer’s case studies from RSM International and Hilton to illustrate successful approaches to caregiving. RSM, a major public accounting firm, has focused on fostering a positive culture based on five key principles: caring, curiosity, collaboration, courage, and critical thinking. Recognizing the risks of burnout, RSM conducted a well-being study and found that some processes were contributing to stress. As a result, they simplified certain tasks and invested in tools to support physical, mental, and financial well-being. This led to improved employee feedback, contributing to RSM’s inclusion on Canada’s Best Workplaces list for 2024.

Similarly, Hilton has prioritized employee well-being, especially during the COVID-19 pandemic. The company launched a mental well-being platform to combat mental health stigma and encouraged vulnerability among senior leaders. Hilton’s leadership team also focuses on continuous measurement and improvement of well-being resources to create a supportive environment. This effort contributed to Hilton being named the world’s best workplace in 2023.

The article concludes that successful caregiving requires authentic, transparent efforts with measurable outcomes. Without this, well-being programs risk becoming meaningless and contribute to carewashing.