We are in the month known as Pride Month, when the streets are filled with the colours of the LGTBIQ+ flag to demand equal rights for members of the collective.
As with other social movements, such as sustainability or Women’s Day, there are brands that support these demands and during these days they carry out actions to make them visible. However, there is increasing criticism of this type of brands, as the only thing they seek to do is to take advantage of the moment to obtain economic benefits.
This phenomenon is known as Rainbow Washing, which is defined as the act of adding rainbow colours or images to advertising or any other element of the brand, without making a real effort to support the LGTBIQ+ community. This detracts from the value of the struggle of the collective because they end up turning it into a commercial movement.
In addition, engaging in this type of practice can also be a problem for the brand, as its credibility can be seriously affected. A study conducted by YouGov in the UK confirms that 75% of respondents dislike brands that only show their commitment during this month. This indicates that consumers are increasingly aware of this practice and prefer to consume brands that have a real commitment to the movement.
What can brands do to avoid falling into Rainbow Washing?
Despite the fact that this practice is much more widespread than it seems, there are still brands that really have an active commitment to the LGTBIQ+ community and therefore carry out real actions, which involve much more than just changing the colours of their logo for a month:
Year-round support, not just during Pride week
Engagement cannot be limited to a one-off campaign. Engaging throughout the year with initiatives, content, events and concrete actions shows genuine support and makes it clear that the commitment is real.
Involve LGTBIQ+ people in the creative process
From campaign conception to execution, including LGBTQ+ voices ensures more accurate and respectful representation. It’s not just about talking about the community, but with them, getting to know their needs and reflecting them in a way they are comfortable with.
Support with actions, not just words
If a brand launches a Pride-themed product line, they should either donate part of the proceeds to LGBTQ+ organisations or use that visibility to promote real change. Including pride colours in our logo without making any kind of donation or explanation of how they are going to support the community is a clear act of rainbow washing.
Evaluates Internal Coherence
External marketing should be accompanied by coherent internal policies. Does the company have an inclusive work environment and does it offer equal benefits for LGBTQ+ employees? If so, public campaigns in support of LGTBIQ+ can be conducted.
Be Transparent and Accept Criticism
Brands that make mistakes but demonstrate a willingness to learn and improve gain more respect than those that ignore criticism or react defensively. It is wise to rectify, so brands must work to avoid mistakes, but they must also lose the fear of apologising.
Typically, a brand that supports the LGTBIQ+ community with real and consistent actions does not need to advertise it. Avoiding rainbow washing is not only an ethical responsibility, but also an opportunity to connect deeply with an audience that values real values.