sustainwashing
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English[edit]
Etymology[edit]
sustain + -wash + -ing, following the established pattern of greenwashing, pinkwashing, purplewashing, and similar forms (which came ultimately from the figurative-extension sense of whitewashing as "slapping a paintjob over the truth to hide it and to give a specious nice appearance"); this form also rhymes with brainwashing, as does humanewashing.
Noun[edit]
sustainwashing (uncountable)
- (gerund counterpart to, and coeval with, the present participial verb form) The sustainability analogue of greenwashing (or subset thereof, in ecologic subsenses).
- wondering whether the advertisement's talk of sustainability might be a bit of sustainwashing
Verb[edit]
sustainwashing
- present participle and gerund of sustainwash