What is Rainbow Washing? And why you should avoid it during Pride Month
Posted: Thu Dec 05, 2024 5:18 am
Ashley Rodriguez
Jun 15, 22 | 7 min read
rainbow washing
Reading time: 6 minutes
Every time June (Pride Month) comes around, a lot of brands change their logo to a “rainbow” version as if it were a competition. But is this practice really effective for their image? And more importantly, does this really help the LGBTQIA+ community? Let’s answer the question and reflect on that for a second.
Being diverse is not just a whim of brands. As we have evolved as a society, we have discovered how the world is full of inequalities.
Today, many organizations and countries are working to reduce these problems. It is no coincidence that the United Nations (UN) has chosen gender equality and the reduction of inequality as one of the new goals for sustainable development .
When we talk about the struggles of the LGBTQIA+ community, representation in the media is something very common nowadays. Consequently, brands may slovakia email address be forced to reflect this reality in their communication. You know, everyone wants to be “trendy.”
However, these attempts to appear or sound more “diverse” or “inclusive” can fall into superficiality and even simplify the difficulties. When this phenomenon occurs, the LGBTQIA+ community calls it “Rainbow Washing” or “Pink Washing,” a topic that companies should avoid.
Follow us on the Rock Content LinkedIn page
Let's think. Why do brands choose to portray themselves as diverse?
Younger generations are more aware of some of the world's problems. As a result, they are more willing to support more altruistic causes. And this is how diversity and inclusion have become one of the main interests of these new generations. For example, according to Deloitte , 83% of millennials are more engaged when they believe their company fosters an inclusive culture.
Since no one wants to be left behind, decision-makers at large companies are looking for ways to meet the growing expectations of the general public. Sometimes they get the right approach, and sometimes they don't.
For example, in a survey conducted by Adobe , 38% of respondents said they were more likely to consume products and services from brands that showcase diversity in their advertising. Additionally, 34% have boycotted a company at least once because they don’t feel their identities are represented in the companies’ actions.
It is also important to know that being inclusive has become something that has a positive impact on companies. According to McKinsey , companies in the top quartile for gender diversity are 15% more likely to have financial returns above their national industry median. Companies in the top quartile for racial/ethnic diversity are 35% more likely to have financial returns above their national industry median.
The growth of Rainbow Washing.
First, let's know what Rainbow Washing is. We translate the definition of ThisIsGendered :
Rainbow Washing
Noun.
1. The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks, etc., to indicate progressive support for LGBTQ+ equality (and gain consumer credibility), but with minimal effort or pragmatic outcome.
// similar to Green Wash regarding environmental justice issues and Pink Wash regarding breast cancer/LGBTQ+ rights.
Along these lines, it's easy to see how a large number of brands make changes to their logo during Pride Month.
However, the decision to alter branding assets is not made at random. In theory, changing core branding devices can help people remember the traditional logo more easily.
But when everyone does it, all the time, often for the same reason and over the exact same period, is the effect still as impressive? Will anyone notice it, given that every other brand is the same rainbow shade?
An example of Rainbow Washing
A very controversial case of Rainbow Washing happened with Barilla, a multinational food company. It all started back in 2013 when the CEO, Guido Barilla, said in a live interview that he would never make a commercial with a gay family . Obviously, the comment caused worldwide outrage, generating the hashtag #boycotbarilla.
The crisis was a catalyst for talking about Diversity and Inclusion, and it took almost five years to clean up the company's reputation. However, criticism from the LGBTQIA+ community is still there. Barilla continues to be accused of Pinkwashing . After homophobic comments from its CEO, adding a rainbow to the package is not enough to show solidarity with the community.
This cautionary tale teaches us that if we really want to get on the “LGBTQIA+ friendly wave” we have to make sure we do so with the right intentions.
Diversity done right
Fortunately, we can still see some good examples of how to be truly diverse. Adobe has launched an initiative that embraces its own company culture, hiring diverse talent from a wide variety of backgrounds. They also participate in forums, conferences, and donate to fundraising activities.
One of its biggest initiatives was the Adobe For All Summit launched in 2019. The focus of the event was to share best practices and updates on strategic progress on diversity and inclusion.
Jun 15, 22 | 7 min read
rainbow washing
Reading time: 6 minutes
Every time June (Pride Month) comes around, a lot of brands change their logo to a “rainbow” version as if it were a competition. But is this practice really effective for their image? And more importantly, does this really help the LGBTQIA+ community? Let’s answer the question and reflect on that for a second.
Being diverse is not just a whim of brands. As we have evolved as a society, we have discovered how the world is full of inequalities.
Today, many organizations and countries are working to reduce these problems. It is no coincidence that the United Nations (UN) has chosen gender equality and the reduction of inequality as one of the new goals for sustainable development .
When we talk about the struggles of the LGBTQIA+ community, representation in the media is something very common nowadays. Consequently, brands may slovakia email address be forced to reflect this reality in their communication. You know, everyone wants to be “trendy.”
However, these attempts to appear or sound more “diverse” or “inclusive” can fall into superficiality and even simplify the difficulties. When this phenomenon occurs, the LGBTQIA+ community calls it “Rainbow Washing” or “Pink Washing,” a topic that companies should avoid.
Follow us on the Rock Content LinkedIn page
Let's think. Why do brands choose to portray themselves as diverse?
Younger generations are more aware of some of the world's problems. As a result, they are more willing to support more altruistic causes. And this is how diversity and inclusion have become one of the main interests of these new generations. For example, according to Deloitte , 83% of millennials are more engaged when they believe their company fosters an inclusive culture.
Since no one wants to be left behind, decision-makers at large companies are looking for ways to meet the growing expectations of the general public. Sometimes they get the right approach, and sometimes they don't.
For example, in a survey conducted by Adobe , 38% of respondents said they were more likely to consume products and services from brands that showcase diversity in their advertising. Additionally, 34% have boycotted a company at least once because they don’t feel their identities are represented in the companies’ actions.
It is also important to know that being inclusive has become something that has a positive impact on companies. According to McKinsey , companies in the top quartile for gender diversity are 15% more likely to have financial returns above their national industry median. Companies in the top quartile for racial/ethnic diversity are 35% more likely to have financial returns above their national industry median.
The growth of Rainbow Washing.
First, let's know what Rainbow Washing is. We translate the definition of ThisIsGendered :
Rainbow Washing
Noun.
1. The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks, etc., to indicate progressive support for LGBTQ+ equality (and gain consumer credibility), but with minimal effort or pragmatic outcome.
// similar to Green Wash regarding environmental justice issues and Pink Wash regarding breast cancer/LGBTQ+ rights.
Along these lines, it's easy to see how a large number of brands make changes to their logo during Pride Month.
However, the decision to alter branding assets is not made at random. In theory, changing core branding devices can help people remember the traditional logo more easily.
But when everyone does it, all the time, often for the same reason and over the exact same period, is the effect still as impressive? Will anyone notice it, given that every other brand is the same rainbow shade?
An example of Rainbow Washing
A very controversial case of Rainbow Washing happened with Barilla, a multinational food company. It all started back in 2013 when the CEO, Guido Barilla, said in a live interview that he would never make a commercial with a gay family . Obviously, the comment caused worldwide outrage, generating the hashtag #boycotbarilla.
The crisis was a catalyst for talking about Diversity and Inclusion, and it took almost five years to clean up the company's reputation. However, criticism from the LGBTQIA+ community is still there. Barilla continues to be accused of Pinkwashing . After homophobic comments from its CEO, adding a rainbow to the package is not enough to show solidarity with the community.
This cautionary tale teaches us that if we really want to get on the “LGBTQIA+ friendly wave” we have to make sure we do so with the right intentions.
Diversity done right
Fortunately, we can still see some good examples of how to be truly diverse. Adobe has launched an initiative that embraces its own company culture, hiring diverse talent from a wide variety of backgrounds. They also participate in forums, conferences, and donate to fundraising activities.
One of its biggest initiatives was the Adobe For All Summit launched in 2019. The focus of the event was to share best practices and updates on strategic progress on diversity and inclusion.