Safetywashing

Abstract

In this article, we discuss the concept of safetywashing defined as the strategic practice of promoting, marketing, and branding of safety practices without full disclosure of negative information to improve the image of the organization. The research seeks to answer two questions: first, what are safetywashing strategies? Second, what are the effects of safetywashing strategies? To study this, 106 news articles relating to construction safety in India, as well as 439 reader comments on them, were systematically collected and their contents analyzed to compile multiple case studies which had evidence of safetywashing. We analyze multiple instances from these case studies to build theoretical insight into these strategies and their effects, using an approach anchored in a social exchange theoretical framework. We highlight different safetywashing strategies employed in the construction sector, such as safety as a project objective, explaining safety initiatives, associating with pioneers, as well as investing in safety. These strategies lead to accepting of organizations, prioritizing safety, and diverting focus, all of which have different implications for safety practice in the construction industry.