Bluewashing! 

We are keeping our eye out for new sophisticated forms of bluewashing, yes a bluewash is the new greenwash, equally effective and able to, if not actually remove stains, then spread dirt so as to create confusion, doubt and dismay.  For a few years, we’ve heard meally-mouth excuses that just won’t cut the mustard any more: the “we’re looking into it” or “but we’re dolphin-friendly”, normally followed by people blocking their ears and starting to whistle very loud.  But it’s a tactic that won’t work for ever.  We’re expecting new high-sounding cross-industry bodies to be formed. We’re expecting the very words we use to be borrowed and reconfigured - and probably only returned once all meaning has been sapped out of them.  We will no doubt be accused of caring more for fish than for single mothers on council estates.  And that folks is just for starters - all hail the democratic PR machine – and market shares that have to be defended at any cost.