BLUEWASHING AS A THREAT TO THE IMPLEMENTATION OF THE UN GLOBAL COMPACT CONCEPT: EUROPEAN PRACTICES AND LESSONS FOR UKRAINIAN BUSINESS
Abstract
The aim of the article is to study the prerequisites for the emergence of the «bluewashing» phenomenon, to analyze approaches to the understanding and classification of bluewashing within the framework of the concept of the UN Global Compact. During the research, such methods were used as: historical (to analyze the prerequisites for the occurrence of the «bluewashing» phenomenon); generalization (to analyze the views of researchers regarding criticism of the UN Global Compact and approaches to interpreting the concept of «bluewashing»); analysis and synthesis (to classify types of bluewashing according to the level of non-compliance with social principles); abstract-logical (for presenting the material and suggestions for further research. Issues of the emergence of the practice of «bluewashing» in the context of the appearance of the UN Global Compact and criticism of this initiative have been considered. The appearance of the phenomenon of «bluewashing» is due to the use of the status of «socially responsible business» by companies participating in the UN Global Compact without appropriate changes of a social nature, and in some cases with violations of human rights and failure to ensure proper working conditions. By «bluewashing» we propose to understand a management approach that combines membership in socially oriented initiatives with the company's internal policy, which is not focused on positive social changes. It has been proposed to classify it according to the level of non-compliance with social principles (zero, minimal, significant, threatening). The listed monitoring tools and encouragement of the participants themselves to avoid policies that can lead to such practices as bluewashing, namely preventive work; work on identifying violators; work to draw society's attention to social problems; educational work; work on punishing violators; work that promotes closer interaction of companies with social non-governmental organizations. The concept of «bluewashing» is substantiated, the classification of bluewashing is carried out, and measures are proposed to help avoid and identify the practice of bluewashing for Ukrainian companies. In order to increase the effectiveness of risk management for Ukrainian companies that are currently members of the Global Compact Network Ukraine or plan to join it, it is necessary to carry out measures aimed at avoiding the practice of bluewashing.
References
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