Greenwashing by Another Name

With the abhorrent American Eagle Outfitters Inc. advert making the rounds, now’s a great time to talk about bluewashing. 

While not as widely known as its big cousin greenwashing, bluewashing can often be just as insidious. This is when a company overclaims on its social good credentials. For American Eagle, this instance of bluewashing is especially astounding. 

That’s because one of the company’s key philanthropic initiatives is the Aerie Real Foundation. Launched in 2022, the Foundation aims to “build confidence in women and foster an inclusive community to make the world a better place for all.” They support causes around disordered eating, self-esteem, and body image. 

There’s also the AE Foundation, with a special focus on youth mental health. 

To claim support of these worthwhile endeavors while pushing a campaign that exacerbates these very problems is the very definition of bluewashing (don’t even get me started on the barely veiled eugenic undertones). 

Many people are saying this is all just an innocent ad with no ill will intended. But with greenwashing, as in advertising, it's the effect that matters more than the intent. The effect here is quite obvious.

If you want to avoid bluewashing (and a PR nightmare) reach out to me today.