Macro trend 2

Whitewash has since narrowed to the slightly more specific sense of ‘deliberately attempting to conceal unpleasant or incriminating facts about (a person of organization)’, as Oxford Dictionaries define it. But the term has also inspired many ‘colourful’ variations. Most notable is greenwash. First attested in the 1980s, companies are guilty of greenwashing when they misleadingly present an environmentally responsible image (‘green’). Yet more recently, cancer activists have decried so-called pinkwashing, which is when companies market goods and services that support women’s health causes, especially breast cancer. Here, pink alludes to the pink ribbon, the symbol of breast cancer awareness.

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