What is rainbow washing?
During Pride Month or other national campaigns that celebrate inclusion of the LGBTQ+ community or campaign for equality within society, we often see organisations swapping to a rainbow-coloured version of their logo and rolling out positive campaigns.
Whilst the intent of the campaigns may be positive, these marketing practices don’t always reflect the values or commercial practices of the organisation. This is known as rainbow washing.
Eric Louis Russell defines it as "the deployment of superficially sympathetic messages … having little or nothing to do with lesbian, gay, bisexual, transgender, and queer (LGBTQ) equality or inclusion".
For example, an organisation might publicly promote Pride Month in its advertising but behind closed doors that is not the case. They might do nothing to support their LGBTQ+ employees internally, invest in countries where the LGBTQ+ community is actively persecuted, or support political agendas that are anti-equality. Typically, the LGBTQ+ community globally gets very little economic benefit from these marketing campaigns.
The Dangers of Rainbow Washing
Eroding trust: When organisations engage in rainbow washing, they risk alienating the very community they claim to support. LGBTQ+ individuals and allies are increasingly savvy, recognising when support is genuine and when it’s merely a performative ploy.
Missed opportunities: True allyship involves supporting LGBTQ+ rights year-round, advocating for inclusive policies and creating safe workplaces. By focusing only on symbolic gestures, organisations miss the chance to deliver real change.
Backlash: In the age of social media, insincere efforts can quickly backfire. Organisations can face public criticism and even boycotts if their rainbow branding is perceived as hollow or hypocritical.
How to Avoid Rainbow Washing
Authentic engagement: Engage with the LGBTQ+ community authentically. This could mean supporting LGBTQ+ charities, participating in local events, or having LGBTQ+ voices in leadership positions.
Inclusive policies: Ensure your organisation’s policies support your LGBTQ+ employees. This includes non-discrimination policies, benefits for same-sex partners, and support for transgender employees.
Year-round commitment: Demonstrate your commitment beyond Pride Month. Support LGBTQ+ issues throughout the year, in both your marketing and your corporate actions.
Rainbow washing detracts from the progress of the LGBTQ+ community and the authentic support from its allied organisations. As consumers and employees become more discerning, organisations must move beyond tokenistic actions and engage in sincere, continuous support. True allyship isn’t just about waving the flag; it’s about embodying the values it represents every single day.
So, this Pride Month, let’s recognise the rainbow as a symbol of diversity and inclusion for the LGBTQ+ movement and its allies. It’s a reminder that love is love and that everyone deserves to live freely and proudly. Let’s move past rainbow-washing and commit to real, impactful change.