An anatomy of carewashing: Corporate branding and the commodification of care during Covid-19

Abstract

This article defines 'carewashing' as commercial branding strategies which commodify care and attempt to increase corporate profit, and provides the first theorisation and historicisation of the term. The first section of the article situates 'carewashing' in relation to longer-term strategies of corporate 'social responsibility' and cause-related marketing. The second shows how established corporate practices are being reinvented in an era of Covid-19 and amidst profound neoliberal instability. The third section focuses on specific examples of contemporary carewashing, showing their variation and pinpointing three tendencies: 'opportunistic branding'; 'community resourcing'; and 'reputational steamrolling'. The concluding section argues that carewashing also needs to be understood as a political act which is involved in wider social struggles. It argues that, in the Gramscian sense, carewashing is part of a 'passive revolution' in that it is attempting to claim and demarcate the realm of care for corporate capitalism and against social democracy.

Keywords: Covid-19; branding; care; carewashing; commodification; corporation; marketing; pandemic.