Four Signs Your Business is Guilty of Wellbeing Washing (and How to Avoid It)

When employees feel genuinely valued and heard, they’re more likely to engage with company goals, collaborate effectively, and show up as their best selves. Prioritizing employee wellbeing isn’t just a ‘nice-to-have’—it’s essential for attracting top talent and retaining it.

But with the rise of corporate wellbeing initiatives comes a sneaky trend: "wellbeing washing." This happens when companies appear to care about their employees' wellbeing but lack real action to back it up.

According to a survey by Claro Wellbeing, over a third of businesses fall into this category. While 70% of workplaces celebrate Mental Health Awareness Days, only a third of employees rate their workplace mental health support as good or outstanding.

If your business might be teetering on the edge of wellbeing washing, here are four signs to watch out for—plus actionable tips to ensure your initiatives are as meaningful as they should be.

1. Surface-Level Initiatives

A clear sign of wellbeing washing is when initiatives focus more on optics than impact. Hosting a Mental Health Awareness Week or putting up posters is a start, but are you addressing root issues?

Token gestures do little to make a lasting impact. Employees want meaningful support and to feel truly heard. Start by engaging in open conversations, surveys, and focus groups to understand your team’s needs. For example, if stress is a recurring concern, consider offering access to professional counseling or introducing flexible work options to address it directly.

2. Leadership Doesn’t Walk the Talk

When it comes to workplace wellbeing, actions speak louder than words—and employees notice when leadership isn’t fully on board. Successful wellbeing programs are embraced from the top down, with leaders actively engaging and setting wellbeing as a priority within strategic goals.

When employees see leaders participating in wellbeing initiatives or advocating for mental health, it sets a positive example and encourages team-wide participation. Visible commitment from leadership shows that your company genuinely cares, fostering a more motivated and engaged workforce.

3. Lack of Long-Term Commitment

Wellbeing shouldn’t be a once-a-year affair or a reactive measure. Employees can quickly spot companies that only push wellbeing initiatives during special events or when it’s convenient for publicity.

Real commitment involves embedding wellbeing into the company culture, with long-term strategies, a dedicated budget, and accountability. Regularly assess your programs’ impact, adapt them as needed, and remember that wellbeing is an ongoing journey—not just a campaign.

4. Missing the Mark on Impact

Effective wellbeing programs go beyond “check-the-box” activities. Take the Cycle to Work scheme as an example: it’s a fantastic way to promote physical health and reduce commute stress. But simply offering it isn’t enough. Actively encourage participation by creating incentives, like vouchers or rewards, or organizing charity cycling events.

Ben Mercer from Leisure Lakes Bikes, a leading UK mountain bike supplier, puts it well: “In recent years, we’ve seen a real upswing in cycling to work, and the Cycle to Work scheme has undoubtedly played a massive role. I encourage all business owners, small or large, to add the scheme to their employee benefits. It’s a fantastic way to promote healthier lifestyles and reduce the stress of commutes.”

Going the extra mile by offering incentives like vouchers, rewards, or charity cycling events can turn this initiative from a check-the-box exercise into a fun, engaging way to boost your company’s wellbeing culture.

Creating a workplace that truly prioritises employee wellbeing goes beyond flashy campaigns and feel-good slogans. It’s about taking real action that aligns with your company's values and supports your people in meaningful ways. When your actions match your intentions, the benefits ripple through your entire business—fuelling success, happiness, and a culture that attracts and retains top talent.

Get it right, and you’ll not only boost employee morale but set your company up for long-term success.

Turning a program into an engaging experience can transform it from a checkbox to a meaningful wellbeing booster.

Creating a workplace that prioritizes employee wellbeing requires more than flashy campaigns and feel-good slogans. It’s about taking authentic, values-driven action that supports your people in meaningful ways. When your actions align with your intentions, the impact is felt throughout your business—boosting morale, enhancing engagement, and fostering a culture that attracts and retains top talent.

Get it right, and you’ll not only lift employee spirits but also set your company up for sustained success.