Conscious consumers have long been aware of marketing ploys such as greenwashing (providing misleading information to make a company’s products or services appear more environmentally friendly) and pinkwashing (which was originally coined to refer to companies that pretend to support breast cancer-related causes and charities, but has since expanded to also include falsely presenting something as LGBTQ-friendly). Now there’s another nebulous marketing practice to watch out for, particularly during Pride Month: rainbow washing.
What is rainbow washing?
Urban Dictionary defines rainbow washing as “the act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks, et cetera, in order to indicate progressive support for LGBTQ+ equality (and earn consumer credibility) – but with a minimum of effort or pragmatic result.”
In other words, rainbow washing occurs when businesses and for-profit organizations add rainbows to their logos and social media profiles during the month of June in order to suggest that they support LBGTQ+ rights, without actually putting in any effort to advocate for, amplify, or give back to the queer community. Or worse, these organizations may engage in practices that are harmful to the queer community – such as donating money to anti-gay and anti-trans politicians.
Examples of rainbow washing
In addition to dressing up their social media accounts with bright, rainbow-centric imagery, organizations participating in rainbow washing may engage in practices such as:
- Highlighting LGBTQ+ employees or local community members on social media
- Posting photos of queer people wearing or using their merchandise
- Publishing statements claiming they support the LGBTQ+ community, without actually working on the issues that impact members of the community
In 2019, Judd Legum, founder of the independent newsletter Popular Information, exposed several organizations that claimed to support the LGBTQ+ community while simultaneously donating $1 million or more to anti-LGBTQ+ politicians.
These included:
- AT&T
- Verizon
- UPS
- FedEx
- Comcast
- Home Depot
- General Electric
Other organizations that have donated to anti-LGBTQ politicians include:
- CVS, which has claimed to oppose anti-LGBTQ legislation and yet has donated money to Texas state senators who sponsored anti-trans legislation
- Wells Fargo, which currently boasts “30 years of Pride” on its Twitter profile, but has donated to politicians who have posted anti-trans articles online (as well as members of Congress who refused to cooperate with the January 6 committee)
- Walmart, which claims to “celebrate the LGBTQIA+ community” on its website, but supported politicians who helped pass a bill in Arkansas to ban gender-affirming care for trans youth
How to fight rainbow washing
What can you do to avoid falling victim to disingenuous or misleading LGBTQ-friendlymarketing claims?
Do your own research. Don’t assume that rainbow flag-waving organizations are actually LGBTQ-friendly.
Familiarize yourself with reports such as the Human Rights Campaign’s Corporate Equality Index, which rates corporations on both internal policies and public advocacy for LGBTQ rights. Companies with a demonstrated commitment to diversity and equality include Apple, American Airlines, Nike, and J.P. Morgan Chase. However, the list is not foolproof: you’ll notice AT&T and Walmart also have high scores. Why? HRC doesn’t factor political donations in their scorecard. You’ll still need to do your own research to find out which politicians organizations have supported through financial contributions.
HRC also produces a Congressional scorecard, which reveals how elected officials have voted on several key issues, including the Equality Act and the International Human Rights Defense Act.
Ask yourself some key questions when evaluating companies and brands. Why are they getting involved in Pride month? Are they genuinely trying to provide support, or just trying to make a buck?
The Urban List offers these suggestions for evaluating the intent of an organization that uses rainbows and pro-LBGTQ imagery or messaging in their marketing campaigns. Ask yourself:
- Is the support year-round?
- Do they uplift queer employees year-round?
- Do they have a clear mission statement?
- Is their support measurable (has clear outcomes)?
- Do their policies align with UN standards of conduct?
- Do they address community issues and take feedback?
- Do they offer paid opportunities for queer folk?
- Do they speak up to impact anti-LGBTQ+ policy and legislation?
Shop small. There are a lot of reasons to support small businesses – one is that it’s often easier to discern who owns the business and what their core values are. Make a list of companies and brands that take public stands on the issues that are important to you, and support them to whatever degree you are able.
ABC News offers this list of brands that give back to the LGBTQ+ community, which includes Fabletics, Converse, Bombas, Savage X Fenty, and Kate Spade.
What are your favorite brands that support and give back to the LGBTQ+ community? Let us know!
