They might drop the rainbow flag colours across their advertising to catch your eye and entice you into their stores. Their advertising and feeds may “highlight” local members of the LGBTQI+ community, featuring them wearing their seasonal “Pride” merch or other company apparel, without paying (or underpaying) the queer talent involved.
Rainbow washing, as defined by Urban Dictionary, is: “The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks… in order to indicate progressive support for LGBTQ equality (and earn consumer credibility)-but with a minimum of effort or pragmatic result.” In layman’s terms, rainbow washing is when a business, conglomerate or other for-profit organisation uses the rainbow Pride colours to suggest to consumers that they support the LGBTQI+ community, without having to put in actual effort or produce a tangible outcome for queer folk.ĭuring June, companies that engage in rainbow washing will transform into colourful hubs, with bright, rainbow versions of their logo on social media. Enough things, that companies have realised that it might actually be worthwhile to try and appeal to us so we start buying their things as well. In the last decade alone it’s clear to see companies have caught onto the fact that LGBTQI+ folks, well.
Pride month 2021 is here and big brands are switching gear to monetise the rainbow.
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