Bluewashing refers to marketing efforts by companies, associations and organisations to improve their image through morally and socially embellished campaigns, messages and commitments.
The term refers to the UN's corporate design and its controversial United Nations Global Compact, which some companies have used to 'whitewash' themselves.
Bluewashing can involve the misuse of ethical codes (which are too general or not audited) and social standards (which are not rigorous enough). This damages their reputation and defeats their purpose.

At its core, greenwashing is about misrepresentation, misstatement and false or misleading practices in relation to environmental, social and governance credentials.
Greenwashing carries with it reputational, regulatory and litigation risks for which companies should be prepared.

Pinkwashing, also known as rainbow-washing, is the strategy of deploying messages that are superficially sympathetic towards the LGBTQ community for ends having little or nothing to do with LGBTQ equality or inclusion, including LGBT marketing.

In marketing and corporate communications, purplewashing refers to a practice whereby companies proclaim their support for gender equality or women’s rights, without actually taking concrete or significant action towards this cause. This strategy is often used to gain popularity or improve brand image, but it highlights a form of opportunism rather than genuine commitment.