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

It’s no secret that when employees feel valued and heard, they're more likely to engage with company goals, collaborate effectively, and show up as their best selves. Prioritising employee wellbeing isn't just a ‘nice-to-have’—it’s a powerful magnet for top talent and a key factor in keeping them.

But with the rise of corporate wellbeing initiatives comes a sneaky trend: "wellbeing washing." This is when companies put up a front of caring for their employees' wellbeing without backing it up with meaningful change.

In fact, a survey by Claro Wellbeing revealed that more than a third (35%) of businesses are guilty of this. Sure, seven in ten workplaces celebrated Mental Health Awareness Days, but only a third of employees said their mental health support was actually good or outstanding.

It’s time to take a closer look. If your business is falling into the trap of wellbeing washing, these signs can help you spot the problem—and we've got actionable tips to make sure your efforts are as authentic as they should be.

1. Scratching the surface

One telltale sign of wellbeing washing is when your initiatives are more about optics than impact. Sure, you might roll out a Mental Health Awareness Week and plaster the office with posters, but are you really addressing the root of the issue?

Performative programs without substance do nothing for your people. Employees want more than token gestures—they want to be heard. Start by understanding what your team truly needs. Surveys, focus groups, and honest conversations can provide insight. For instance, if stress is a common theme, go beyond awareness days and offer access to professional counselling or flexible work hours that help alleviate real pain points.

2. Not leading by example

If leadership isn’t all-in on wellbeing, your employees will notice—and fast. For wellbeing programs to stick, they need to be embraced from the top down. It’s not enough to say you care; leaders must actively engage with these initiatives, whether that’s participating in them or making wellbeing a visible priority in their strategic goals.

When employees see leaders walking the talk, it sets the tone for everyone else to follow suit. When leadership truly cares about wellbeing, it shows, and your team will be motivated to participate.

3. No long-term commitment

Wellbeing isn’t a once-a-year affair, and employees can easily spot companies that are only in it for the headlines. If your business only pushes wellbeing initiatives during special events or as a reactive measure, it’s a red flag.

True commitment means embedding wellbeing into your company’s DNA. That involves long-term strategies, a dedicated budget, and a team responsible for the execution. Regularly assess the impact of your programs, adapt where necessary, and most importantly, treat wellbeing as an ongoing journey, not a one-time campaign.

4. Make a difference

Let’s talk about practical solutions that work. The Cycle to Work scheme, for example, is a great way to boost physical health and reduce stress. But simply offering it isn’t enough—you need to actively encourage employees to get involved.

Ben Mercer from Leisure Lakes Bikes, a leading UK mountain bike supplier, sums it up perfectly: “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 in this. 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.