What exactly is greatwashing? Straddling the lines of labor law, HR management, and corporate communication, this concept reflects the dissonance between a company's internal reality regarding workplace health and the external communication surrounding it. Highly visible on social media, greatwashing echoes greenwashing, a similar practice in the environmental sphere. How did this practice emerge? How can companies protect themselves from it?

 

Workplace Health, RPS, QVT: A Set of HR Policies

Workplace health has always been a central concern in history, predating current HR policies. Over time, several approaches have evolved:

  • The first legislation, which made occupational health services mandatory in all private companies, dates back to 1946.
  • The 1990s and 2000s marked a significant turning point with the introduction of the concepts of stress and later, Psychosocial Risks (RPS).
  • In 20131, the concept of Quality of Life at Work (QVT) replaced the prevention of RPS. More recently, the notion of Quality of Life and Working Conditions (QVCT) emerged in 20202.

According to the National Interprofessional Agreement (ANI) of June 19, 2013, QVT is defined as "a sense of well-being at work, perceived both collectively and individually, encompassing the work environment, company culture, work interest, working conditions, sense of involvement, autonomy, responsibility, equality, the right to make mistakes, recognition, and the value of work done."

For many, workplace health issues have become just another HR concern (recruitment and talent retention, notably). It has become an additional process that gradually made its way into the agendas of Human Resources Departments (HRD) in the early 2000s.

 

The Concept of Greatwashing: A Result of Semantic Evolution?

Occupational health, psychosocial risks, and quality of life at work... This semantic evolution—shifting from suffering to well-being—has changed societal perceptions: well-being at work implies the absence of discomfort or suffering.

Approaching workplace health from its positive aspects helps facilitate social dialogue around concepts that are less emotionally charged than professional risks and work-related distress. Furthermore, this reinterpretation of RPS allows some companies to simplify their approach to legal and communication issues (especially via social media).

In some companies, quality of life at work is reduced to setting up foosball tables, offering sophrology classes, organizing fun seminars, or appointing Chief Happiness Officers. While these initiatives may temporarily improve the social climate, their effects are very limited. These measures do not address the root causes. The organization of work and its potential impact on employees are often overlooked.

Thus, we see a growing disconnect between internal realities—efforts to protect employees' mental health—and external corporate communications around QVT, defining greatwashing.

 

How to Avoid Greatwashing Within Your Company: A Practical Guide

Regarding workplace health, employers have legal obligations, particularly those outlined in Article L.4121-1 of the Labor Code, which states that "employers must take the necessary measures to ensure the safety and protect the physical and mental health of workers."

The Labor Code specifically mandates that employers take necessary actions to ensure employees' physical and mental health and safety. Jurisprudence has further expanded the law's scope, establishing that it is a results-based obligation, not just one of means: it's not enough to comply; one must ensure the desired outcome is achieved.

Today, numerous discrepancies appear between workplace health obligations and practices within companies:

 

Right to Disconnect for Work-Life Balance vs. Performance Management

The right to disconnect, introduced by the El Khomri law of August 8, 2016, came into effect on January 1, 2017, through an ordinance.

To ensure a balance between personal and professional lives, employees must have the ability to disconnect from digital tools outside of work hours.

This right is one of the topics addressed during the annual mandatory negotiations on QVT (for companies with over 50 employees with union representatives).

What stance should companies take when messages are paradoxical? Employees are encouraged to disconnect while simultaneously being urged to perform.

New technologies have also eliminated the traditional concept of place and time of work.

We can now respond instantly to our employer, clients, or colleagues via smartphones, laptops, or tablets.

Due to this "hyperconnectivity," a harassment issue may arise. It may stem from hierarchical relationships, as the company is constantly connected to employees and can assign tasks remotely. Harassment can also come from colleagues, whether intentionally or unintentionally.

 

Obligations Regarding Workplace Health vs. Displayed QVT

For strategic purposes, companies may conduct QVT surveys through independent organizations, receive various labels (diversity, equality), and use these to promote the "good health" of the organization. These common practices tend to overlook the real suffering at work.

Moreover, team-building activities aim to strengthen social ties between employees and improve QVT. However, they cannot develop team cohesion on their own. They must be part of a broader management policy.

Today's challenge for many companies is attracting and recruiting talent. However, by using these positive concepts as a corporate tool, these companies present an image of "how great it is to work in their structures and how happy their employees are." Companies must be cautious not to appropriate a voluntary approach that is, in fact, a regulatory obligation!

We are witnessing an increasing instrumentalization of employees' psychosocial health, primarily for improving the company's social image. In this "war for talent," the issue of QVT has become, for some companies, a commercial and marketing tool, which could pose a reputational risk in the long term.

In this context, RSM can assist in conducting an audit of your HR practices (labor law/HR audit) and verify that your company complies with regulatory obligations.

 

1  National Interprofessional Agreement (ANI) of June 19, 2013, part of the law of August 2, 2021, to strengthen workplace health prevention.

2 National Interprofessional Agreement (ANI) of December 9, 2020, on workplace health.

 

Contact :

Corinne Dubost, Manager expertise comptable et paie, RSM France

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