Let’s talk about Whataboutism. We have all been there: you raise a serious point, and instead of a clear answer, the other person fires back with “But what about…?” Suddenly, the spotlight shifts, the original issue is buried, and the conversation spins in a different direction. This maneuver is not just frustrating; it has a name. It is called whataboutism, and it is one of the most common ways people dodge responsibility and derail meaningful dialogue.
Table of Contents
What is Whataboutism?
Whataboutism is a rhetorical tactic where someone avoids addressing a specific concern by redirecting attention to another issue. It is often phrased as, “What about this other problem?” While it may sound like fairness or balance, its real purpose is deflection.
The term became popular during the Cold War. When the Soviet Union was criticized for human rights abuses, officials would respond by pointing to racism or inequality in the United States. Rather than engaging with the original charge, they shifted the discussion to America’s flaws (Robinson, 2018).
This strategy has never disappeared. Today, it shows up in politics, in the media, at work, and even in our personal lives.
Why People Use It
Deflection: It moves attention away from uncomfortable truths.
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Moral Equivalence: By comparing two issues, the speaker implies they are equally bad, even when they are not.
Distraction: It creates confusion and changes the subject, leaving the original concern unresolved.
Why It Weakens Conversations
At first glance, whataboutism can feel like a valid counterpoint; after all, hypocrisy exists everywhere. But instead of pushing a conversation toward solutions, it stalls it.
- It blocks accountability:
Because the focus shifts away from the actual issue that needs attention. - It erodes trust:
Because people feel unheard or dismissed when their concerns are brushed aside. - It wastes time:
Because the conversation circles around comparisons instead of moving forward.
Adam Grant, an organizational psychologist, explains that effective conversations depend on task conflict rather than relationship conflict. Task conflict is about solving issues, while relationship conflict is about blame or deflection (Grant, 2021). Whataboutism falls into the latter category, making it harder for people to focus on solutions.
In the workplace, this can be especially damaging. Imagine a manager raising concerns about missed deadlines. Instead of addressing the delays, an employee replies, “But what about the other team? They missed theirs, too.” The original issue, why deadlines were missed, never gets solved. This not only delays progress but also creates tension and resentment.
How to Spot and Respond to It
Recognizing whataboutism is the first step toward stopping it from derailing discussions.
- Stay on topic:
Redirect gently. “I hear your point, but let’s return to the original issue.” - Acknowledge but separate:
“Yes, that is important. But we are focusing on this specific matter right now.” - Ask questions:
“Are you bringing this up to avoid the topic, or do you want us to address both issues separately?”
Brené Brown (2018) reminds us that accountability is not about blame, but about ownership and repair. Leaders who can recognize whataboutism and redirect discussions help teams focus on responsibility instead of finger-pointing.
Why It Matters Today
Social media has amplified whataboutism. Online debates often spiral into endless “what about” loops, where no one listens, no one learns, and everyone just tries to win. In professional settings, the same tactic makes it harder to hold people accountable and build healthy cultures.
Leadership research shows that organizations with cultures of psychological safety, where people can speak honestly without fear of deflection or retaliation, are more innovative and more effective (Edmondson, 2019). Recognizing and resisting whataboutism is one way to build that kind of environment.
Moving Forward
At its core, whataboutism is not about fairness; it is about avoidance. By calling it out and steering conversations back on track, we protect dialogue, accountability, and trust.
If we want workplaces, communities, and relationships that thrive, we need less “What about…?” and more “What now?”
References
Brown, B. (2018). Dare to lead: Brave work. Tough conversations. Whole hearts. Random House.
Edmondson, A. (2019). The fearless organization: Creating psychological safety in the workplace for learning, innovation, and growth. Wiley.
Grant, A. (2021). Think again: The power of knowing what you don’t know. Viking.
Robinson, P. (2018). The anatomy of whataboutism. Journal of Applied Philosophy, 35(2), 246–259.
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