Futurewashing: quando il futuro è di facciata Implicazioni per il foresight e la futures literacy

Abstract

This paper presents and coins the term ‘futurewashing’, the conceptual basis of which is outlined. Futurewashing is a set of deceptive and fallacious marketing practices that consist of exaggerating or falsely claiming the anticipation practices and future preparedness of individuals, governments, institutions or companies, in order to increase their perceived value, posing significant challenges for future literacy. This paper explores the concept of futurewashing, its widespread presence in today’s society, its characteristics and the potential implications it may have in the field of future studies and foresight. By examining how futurewashing distorts perceptions of preparation for plural, inclusive, decolonial and decolonised futures, obscures real future risks and influences decision-making, this paper highlights the importance of critical thinking and ethical considerations.