Trending now: wellness-washing

“Wellness-washing” refers to companies promoting wellness programs that are little more than basic healthcare offerings, while presenting these benefits as comprehensive solutions. This often masks the superficial nature of such programs, especially when companies claim to prioritize employee wellbeing but fail to offer more impactful, holistic solutions.

A recent Harvard Business article found that many corporate wellness programs focus on physical health initiatives like fitness discounts, but ignore more nuanced mental and emotional health needs. Gym memberships and EAPs are basic offerings, often already included in healthcare packages. While these programs can provide benefits, they don’t fully address the root causes of stress, burnout, or mental health struggles, leaving employees underserved.

The rise of wellness-washing appears to be driven by two key factors: recruiting and cost-saving. Companies want to appear competitive in the labor market by offering “wellness benefits,” which are popular among job seekers. However, by offering surface-level programs rather than comprehensive wellness initiatives (such as mental health days, physical activity options, meditation, or personalized support), businesses can save money while still marketing themselves as wellness-focused.

Let’s take some of the well-known, big tech companies as an example. They provide a wide range of wellness perks, including on-site fitness centers, gym memberships, and mental health initiatives. These offerings reflect a commitment to employee wellness, aiming to enhance both physical and mental wellbeing. However, despite these perks, there has been ongoing debate about whether such benefits truly address deeper issues like long-term stress, work-life balance, and employee burnout.

The perks can sometimes be seen as short-term solutions that don’t necessarily foster genuine work-life balance or prevent burnout in the long run. RestlessUrban will continue to evaluate and uncover what’s working well and where there is room for improvement. Everyone views wellness and work-life balance differently. There is no one-size-fits-all approach.  Real wellness requires more than token, off-the-shelf offerings—it demands a thoughtful approach to mental, emotional, and physical health support.

In our post-pandemic world, wellness has evolved and taken on a new definition. But one thing has stayed the same: the need for customized wellness based on employee input.

Wellness-washing can ultimately hurt both employee engagement and retention if companies don’t align their offerings with employees’ actual needs.

Do corporate wellness offerings matter in the long-run? What has been your experience?

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Note: article originally posted on June 27, 2025 and has been updated.