Pinkwashing | Profiting From The LGBTQIA+ Movement

WHAT IS PINKWASHING? 

Pinkwashing, also known as Rainbow-washing, is when brands and companies market themselves as LGBTQIA+ friendly. This is often done with an ulterior motive such as to promote their business, promote their image or divert attention from negative practices. Pinkwashing typically involves superficial or tokenistic gestures. These include incorporating pride flag colours into logos, creating LGBTQIA+ themed products, or making public statements of support. Pinkwashing behaviour is most visible during Pride Month in June when the visibility and commercialisation of LGBTQIA+ pride are at their peak. 

Pinkwashing is just one example of deceptive brand tactics. Similar tactics include greenwashing, where companies falsely portray themselves as environmentally friendly, and queerbaiting, where LGBTQIA+ themes are hinted to attract a wider audience without any genuine substance.

WHY IS IT HARMFUL? 

The deception and exploitation of the struggles of the LGBTQIA+ community make pinkwashing extremely problematic. Instead of offering genuine support, these companies profit from the Pride movement while providing very little to the community they claim to support. By pretending to support the LGBTQIA+ movement and selling merchandise where the profits are not returned to the community, companies minimise and ignore their struggles. Companies do not promote real change through pinkwashing.

Brands engaging in pinkwashing are often directly responsible for the marginalisation and struggles of the community. The commercialisation of the movement downplays its significance. In some cases, it has also been reported that companies celebrating Pride have simultaneously donated money to anti-LGBTQIA+ politicians.

HOW TO SPOT PINKWASHING

Consumer’s should check the sincerity of a brand’s expression of solidarity with the LGBTQIA+ movement. There are many ways that you can do this. 

Year-Round Support. See whether the company’s support of the Pride movement is consistent or only present during Pride Month. Inconsistency is a clear sign that a company is pinkwashing.

Financial Contributions. It is important to look at whether the entity is donating profits from pride-related merchandise to the cause. This is normally stated on their website and there are often links for customers to donate. 

Inclusive Policies. Companies that support the LGBTQIA+ community should have policies that protect LGBTQIA+ employees. They are often actively involved with the community, partnering with organisations and donating money to relevant causes consistently. 

Avoid Superficial Symbols. Superficial symbols and tokenism are commonplace during Pride month. Examples include displaying the Pride flag everywhere or changing the symbol to incorporate the flag for a short period. 

WHAT CAN WE DO?

There are lots of things that we can do to make a difference. Start with buying less and choosing well. By investing in quality pieces that last longer, you’ll benefit both your wardrobe and the planet. This is easily done by exploring second-hand shopping at thrift shops and online resale platforms where you can find unique items. You can also support sustainable brands that are committed to ethical practices and eco-friendly materials. Finally, if you are going to donate your clothes, make sure you research where you are donating to. Try to make sure your items go to places where they’ll be used, not dumped.

+ Highlight Image: ©Anastasiia Chepinska via Unsplash