Are universities engaging in social washing? Rethinking the presentation of university sustainability reports

Purpose The social dimension of sustainable development has garnered increasing attention. As universities embrace their social responsibility and consider the interests of various stakeholders, the potential issue of social washing has emerged as a critical topic. This study aims to investigate the presence of social washing in university sustainability reports. Design/methodology/approach The study examines three key stakeholder elements: full-time faculty salaries, weekly teaching hours for full-time faculty and hourly wages for part-time faculty. A content analysis was conducted on the 2022 sustainability reports published by all private universities registered in Taiwan. Findings Results indicate that only 30% of private universities published independent sustainability reports for 2022, and of those, only 62.5% adhered to global reporting initiative guidelines. The study raises concerns about selective disclosure and the concealment of negative information, suggesting the possibility of social washing. This investigation offers an overview of social washing in the sustainability reports of higher education institutions, thereby contributing to the academic discourse on comprehensive and transparent communication with stakeholders. Social implications Universities should take into account the interests of stakeholders and embrace greater social responsibility in their sustainability initiatives. This study analyzes the content of university sustainability reports and encourages higher education institutions to foster balanced communication with their stakeholders. Originality/value Social washing is difficult to detect. This study uses objective indicators to assist higher education institutions in identifying potential social washing behaviors and provides guidance for universities to avoid misleading communication in their sustainability reports.