We are constantly being sold versions of the future. Every advertisement, political campaign, and corporate mission statement promises a better tomorrow or warns about what will happen if we don’t buy in. And yet, despite all these grand visions, the future remains unwritten. We have more agency than these narratives often suggest — but only if we recognize the tactics used to manipulate our sense of hope.
Author Rose Eveleth describes this manipulation as hope-washing, a phenomenon where companies leverage hopeful rhetoric to distract from their actual impact. It is a form of neuromarketing, exploiting psychological insights to create campaigns that make us feel optimistic — even when that optimism is entirely misplaced. The goal? To make us believe we are part of the solution rather than the problem.
The psychology of hope and why it is so powerful
Hope is one of the most fundamental human emotions. It helps us endure hardship, motivates us to strive for better conditions, and fosters resilience. Studies in psychology and neuroscience confirm that hope can rewire our brains, enhancing motivation and reducing fear. This makes hope a powerful tool — not just for individuals, but also for those who wish to influence them.
Advertisers, corporations, and political actors understand this all too well. By associating their brand with a hopeful future, they create an emotional shortcut: buying their product or supporting their agenda feels like a step toward a better world. The problem is that this hope is often unsubstantiated, misleading, or outright false.
Examples of hope-washing in action
Corporate sustainability promises
Many companies make sweeping pledges about their commitment to sustainability, only to continue environmentally destructive practices. For example, major oil companies tout their investments in green energy while quietly expanding fossil fuel production. The promise of a cleaner future is dangled in front of consumers, even as the company’s actual impact worsens the crisis.
Diversity and inclusion initiatives
Corporate DEI (Diversity, Equity, and Inclusion) statements are another area rife with hope-washing. Many businesses use powerful messaging about social justice yet fail to enact meaningful policy changes internally. The result? A hopeful illusion that shields them from accountability while real progress stagnates.
The Wells Fargo commercial example
Rose Eveleth highlights a Wells Fargo ad entitled Hope USA that perfectly encapsulates hope-washing. The commercial paints a picture of a bright, community-driven future, emphasizing the bank’s role in making that dream a reality. Yet the same institution has been plagued by scandals involving fraudulent accounts and predatory practices. The hopeful imagery serves as a smokescreen, convincing consumers to trust a company that has repeatedly violated that trust.
The ethical problem with hope-washing
The actual harm of hope-washing is that it steals our collective momentum. Hope is an incredibly potent force for change, but when misused as a marketing tool, it creates false reassurance. Instead of pushing for real action, we feel satisfied with symbolic gestures delaying urgent reforms.
Additionally, hope-washing erodes trust. Public skepticism deepens when companies or politicians repeatedly fail to deliver their hopeful messaging. This cynicism can be corrosive, making people less likely to believe in the possibility of real, meaningful change.
How to recognize and resist hope-washing
Look for tangible actions, not just words
If a company or institution claims to be making progress, demand evidence. Are they investing in measurable change or just running glossy ad campaigns?
Follow the money
Often, the best way to assess sincerity is by looking at financial priorities. Does a corporation that claims to support sustainability still fund fossil fuels? Does a company promising racial equity pay its employees fairly across demographics?
Be wary of vague language
Hope-washing often relies on ambiguous buzzwords like “commitment,” “striving,” or “vision.” These are emotionally powerful but legally meaningless. Proper accountability requires clear, time-bound commitments with consequences for failure.
Support independent and investigative journalism
Outlets that expose deceptive marketing tactics are crucial in cutting through the hopeful illusion. Staying informed helps us make decisions based on reality rather than empty promises.
Conclusion: Reclaiming hope for real change
Hope is not the enemy — exploitation of hope is. If we recognize when hope is being used against us, we can reclaim it as a force for genuine progress. Corporate narratives do not preordain the future; they are shaped by our actions today. By demanding accountability, supporting real change, and refusing to settle for symbolic gestures, we can ensure that our hope fuels action — not just marketing campaigns.
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