Rainbow washing, rainbow capitalism, pink washing… there are a few different words for it. In short, it’s the act of businesses getting involved in Pride for personal gain, rather than to genuinely support the LGBTQ+ community.
This post is everything you need to know about rainbow washing, including what it is and how to avoid it. Whether you’re an organisation looking to get involved in Pride in an authentic way, or you’re wondering how best to spend your money as a consumer and ally.
Where did “Pride Month” Come From?
Before we answer what rainbow washing is and how to avoid it, we must acknowledge why we have pride and where it came from.
Pride month is more than a corporate event. So. Much. More. The origins of Pride have a deep history in both protest and celebration. In 1969, during a routine police raid of the Stonewall Inn (a gay bar in New York City), the LGBTQ+ community pushed back against the mistreatment and discrimination, setting in motion a chain of events that would lead to America’s (and ultimately the world’s) gay-rights movement. (You can read more detail about the origins of Pride and the Stonewall riots here).
It’s not possible to talk about pride and where we are today, without acknowledging the work of predominantly black and trans people who paved the way. It is with thanks to them that we now live in a world where businesses and organisations are looking for ways to celebrate and support the LGBTQ+ community.
Every year, as different organisations launch their various pride campaigns, we see some get it right. And there are always a few that end up landing very very wrong. There is also of course the question of whether they should exist at all.
Should Corporations Be Involved In Pride?
Many businesses around the world get involved in Pride month and show their support for the LGBTQ+ community every June. Whether by marching in a parade with a giant float, selling a rainbow themed line of merchandise, changing their logo, generating fundraisers, displaying inclusive advertising or simply putting a flag up in their shop window.
In some cases, this is a phenomenal way to drive forward change, acceptance and inclusion for LGBTQ+ people. In others, it’s simply another example of rainbow washing for the benefit of profit and corporate clout.
When it comes to whether of not businesses should be involved in Pride, I always personally feel incredibly torn. Being a member of the LGBTQ+ community myself, and also working on the corporate side of Pride as a part of a company I care deeply for.
For me, it boils down to intent. In other words; What is the reason for getting involved? If it’s to make a quick buck, no thank you. Please move on and leave us be. If it’s to provide genuine support, amplify an issue and inject cash directly into the community, then I’m certainly very open to the idea.
Living through a global pandemic has shown us more than ever, how the giant marches and celebrations that we have become accustomed to during pride month, would not be possible without the large sponsorship packages that come along with them.
But a corporation’s involvement in pride goes far beyond how big their float is in the march.
This post focuses on that.
Now more than ever, companies are creating merchandise designed in pride flag colours to sell in the month of June. From T-shirts to jewellery, kitchenware to beauty products, you can now get a rainbow version of just about anything. And don’t get me wrong, I’m a sucker for some Rainbow shoes as much as the next person.
But if a businesses wants to get involved and show their support for pride, they should be sure to do so without rainbow washing.
What Is Rainbow Washing?
“Rainbow washing” (or sometimes “pink washing”) is the act of organisations using pride as an excuse to make profit. It indicates that a company is more interested in profit and personal gain instead of making a genuinely positive impact.
Justice Audre defined rainbow-washing as allowing “people, governments, and corporations that don’t do tangible work to support LGBTQ+ communities at any other time during the year to slap a rainbow on top of something in the month of June.”
If you take only one thing away from this post, it should be this: Avoid rainbow washing at all costs.
Although it may result in profit, the impact on customer loyalty, and reputation far outweighs any potential positives.
In this blog, I’m sharing how to avoid rainbow washing. Either as the person developing a pride campaign. Or as someone looking to spend money on LGBTQ+ products in an impactful way this year.
The Importance of Avoiding Rainbow Washing
People are becoming more and more aware of where and how they spend their money. In fact, according to Forbes, “75% of Millennials consider it fairly or very important that brands give back to society instead of just making a profit.” Furthermore, “66% of consumers say it’s important for brands to take public stands on social and political issues”.
Running a successful pride campaign, won’t just boost customer loyalty and positive brand awareness. It can also generate financial support and awareness for important causes affecting the LGBTQ+ community. It’s an opportunity for companies to put their money and action where their mouth is. And live by their values in a meaningful way.
Getting an LGBTQ+ inclusive pride campaign right not only positively impacts a businesses customer or client base. It has a positive impact on the employees working in the organisation as well.
So if you’re reading this and wondering how to avoid rainbow washing, you may be in one of two situations.
- A company wondering how to successfully run a pride campaign without being guilty of rainbow washing.
- Or someone who is looking to buy Pride merchandise. And wondering how to identify the correct places to spend your money.
How to Spot And Avoid Rainbow Washing
I am by no means an expert on this topic. But in my opinion, here are the things you should look out for to avoid investing in and creating a pride campaign guilty of rainbow washing.
1. Do profits going directly to the LGBTQ+ community?
This is an easy one to look for. If a business is selling a rainbow themed product, are their profits going towards an LGBTQ+ charity or organisation? The goal should be to donate 100% of any profits made as a result of pride. But if it isn’t 100%, it should be something at least, and meaningful. If you’re on the production end, consider charities and foundations that are often over looked to give your donations to. Pride campaigns by large organisations tend to gravitate towards the same 2-3 large charities every year, so also look a little further afield for smaller organisations that would massively benefit from additional exposure & donations.
2. Are LGBTQ+ people involved in the creation?
Designs and plans for a pride campaign or product should involve LGBTQ+ people in the end to end process. Whether it’s consulting on the design of a logo or T-shirt slogan, or planning the adverts and marketing campaign. Its possible to spot a rainbow-themed product that has been created without a single member of the community involved, from a mile away.
Whether the intentions were good or not, the in-authenticity always shines through.
Businesses should seek to involved people within the organisation in the creation and planning of their pride events. And if they don’t currently have any out LGBTQ+ people to speak to, consult with customer bases or seek external advice and support.
3. Are LGBTQ+ people involved in the promotion?
Not only should the community be involved in the planning and design of the products. They should also be included in the promotion and amplification of the message.
There are some incredible LGBTQ+ influencers with the perfect platform and audience to promote the message through. And beyond social media campaigns, organisations should take the time to seek out diversity in both the models, photographers and creators. It will make it so much more meaningful and authentic.
Pride is a time to amplify and celebrate the voices of the community. Featuring LGBTQ+ creators in a campaign is a great way to do this.
Nb: Be sure to assign marketing budget to these events. Creators should always be paid for their work, but especially during pride month.
4. Is there any LGBTQ+ inclusion after June?
When assessing whether an organisation is rainbow washing or authentically supporting the LGBTQ+ community, a great thing to look for is activity and communication around LGBTQ+ inclusion outside of the month of June.
It’s easy to jump on the bandwagon, when every other business is doing it to. But where impact can truly be made is by having a consistent message of inclusion and support 12 months of the year. Businesses should feature LGBTQ+ people in marketing campaigns for non-rainbow products. They should host events to amplify voices all year round. And of course, highlight issues and inequalities faced by the community when the topics aren’t trending.
LGBTQ+ inclusion should be a fundamental element of any organisation, at all times, not just when people are paying the most attention.
5. Is the business speaking or amplifying?
An organisation’s role in pride month is that of an ally. They shouldn’t center themselves in the conversation, but rather amplify the voices of those most marginalised and who may otherwise go unheard. Whether this means passing over social media platforms to LGBTQ+ creators for a day, or hosting a panel discussion on an under served topic in front of a large audience. Being an ally means lifting up and amplifying the voices of those in the community, rather than giving their own opinions. Read more about ways to be a great ally here.
6. Does the organisation have an LGBTQ+ inclusive internal culture?
It’s one thing for a business to outwardly promote its acceptance and celebration of the LGBTQ+ community. It’s another for it to treat its staff fairly and equally too. Rainbow washing organisations will outwardly shout their support for equality, while not treating their staff the same way. It’s the epitome of hypocrisy.
LGBTQ+ people can still be fired on account of their sexual orientation in over half the countries in the world. And because of this LGBTQ+ inclusive policies and benefits are as important as ever. Businesses should be sure to have their own house in order, before telling the rest of the world how wonderfully inclusive they are for their customers.
7. Is the support global?
In recent years, organisations have come under scrutiny for only displaying their support for Pride and the LGBTQ+ community in certain regions or markets. There are logistical practicalities that can sometimes prevent a global reach (such as translation).
But proactively hiding LGBTQ+ content, rainbow products and logos in certain countries could easily be interpreted as taking the easy route. None of us are equal until everyone is. And that means supporting the LGBTQ+ community and advancing of rights and equal treatment everywhere in the world, particularly where inequality and injustice is still so present. Global companies often have an influence and opportunity to enact real change in less progressive countries.
There are LGBTQ+ people everywhere in the world, they may just not always be so visible. Only running pride campaigns where it is socially acceptable to do so, could certainly be interpreted as rainbow washing, regardless of good intentions.
Recap: The top ways you can spot rainbow washing, and avoid it.
- Do profits from rainbow products going directly to the LGBTQ+ community?
- Are LGBTQ+ people involved in the creation?
- Are LGBTQ+ people involved in the promotion?
- Is there any LGBTQ+ inclusion after June?
- Is the business speaking or amplifying?
- Does the organisation have an LGBTQ+ inclusive internal culture?
- Is the business LGBTQ+ owned?
- Is the support global?
Organisations To Support This Pride
To list out organisations to support this pride (and all year round) would be another blog in itself. One I should probably find time to write!
But in the meantime, check out this amazing guide by @ItsChrisAndAlex and LGBTQ+ couple who rounded up some of the best LGBTQ owned small businesses that you can support.
Or check out this crowd-sourced article of 10 LGBTQIA+ Ecommerce Brands to Support for Pride Month—and Beyond.
Read More About LGBTQ+ Topics & Rainbow Washing
If you enjoyed this post and would like to learn more about rainbow washing, check out these links.
Blogs:
- The Hidden Impact Of Coronavirus on LGBT People
- How To Be An LGBT Ally: 12 Things You Need To Know
- 18 LGBT Travel Problems Straight People Don’t Have
Find me on Instagram to continue the conversation & let me know how you feel about rainbow washing.
