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 con-
sist 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 po-
tential 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.