To avoid well-being washing, companies must create authentic wellness programs backed by meaningful actions that address employees’ diverse needs.
In the past four years, employee well-being has transitioned from a “nice-to-have” to an essential priority for companies. The demand for workplace wellness is no longer just a trend — it’s an expectation, particularly as younger generations join the workforce. For example, Gen Z, expected to comprise 27% of the global workforce this year, places greater emphasis on well-being solutions from employers than any generation before them.
Numerous studies show that employee well-being boosts morale, enhances mental health, and increases productivity and retention. When companies genuinely prioritize their employees’ wellness, they attract top talent and build a stronger reputation.
As the importance of employee well-being rises, organizations are increasing investments in wellness initiatives. The corporate wellness industry is expected to drive the global wellness market to over $100 billion by 2033, according to a report by Market.us. But with this surge, there’s been a noticeable rise in “well-being washing.”
What is Well-Being Washing?
Well-being washing occurs when companies make superficial claims about supporting employee health and happiness but fail to back them up with meaningful action. This could look like offering perks such as free yoga classes or discounted gym memberships while expecting employees to work long hours under tight deadlines, leaving them no time to enjoy these benefits. Or, a company might tout a hybrid work model while treating remote employees unfairly. In other cases, they may offer trendy amenities like wellness walks and standing desks but ignore toxic workplace culture issues like bullying.
In an effort to present themselves as wellness leaders, many companies adopt quick fixes that don’t truly address employees’ needs. While these efforts might be well-meaning, they can lead to a loss of trust. Stacey Lowman, head of employee wellbeing at Claro Wellbeing, notes, “In many cases, well-being washing is not intentional, and businesses may not even be aware they are doing it.” However, a Claro Wellbeing report found that nearly 40% of employees believe their company is guilty of well-being washing.
To avoid this trap, businesses must ensure their wellness initiatives are backed by genuine actions. Otherwise, they risk damaging employee trust and harming their company culture in the long run.
4 Steps to Create Authentic Well-Being Programs
By following these steps, companies can avoid the pitfalls of well-being washing and build meaningful programs that support their employees’ health and happiness.
1. Leadership Engagement
True well-being initiatives begin at the top. Leadership should model positive behaviors, actively engage in well-being programs, and set an example for the rest of the team. When leaders prioritize their own well-being, it reinforces the importance of wellness for the entire organization.
2. Cultivate a Supportive Culture
Building a culture that genuinely promotes well-being is essential. Create an environment where mental health is openly discussed, workloads are manageable, and harmful behaviors like bullying are not tolerated. A strong culture of well-being encourages employees to feel safe, valued and supported.
3. Provide Diverse Benefits
Avoid a one-size-fits-all approach to employee wellness. Offer a range of benefits that address employees’ physical, mental and emotional well-being. This allows them to choose the solutions that best fit their unique needs, making the program more meaningful and effective.
4. Measure and Adapt
Assess employee well-being regularly through surveys and feedback channels. Use this data to adjust wellness initiatives based on employee needs and track their impact over time. This ensures that your well-being strategy evolves alongside your workforce’s expectations.
Enhance Work-Life Balance with Best Upon Request
To truly support employee well-being, consider Best Upon Request’s employee concierge services. As the ultimate work-life balance benefit, these services reduce stress and free up time by assisting with personal tasks, helping employees focus on what matters most — both at work and in their personal lives. When employees feel supported, they perform at their best, making concierge services a valuable investment in your company’s wellness strategy.