What Is Rainbow Washing: Everything You Need to Know
In an era where modern consumers are increasingly mindful of diversity and inclusion, companies are eager to express their commitment to these critical issues. However, in an attempt to appeal to conscious consumers, some companies engage in deceptive marketing tactics known as rainbow washing. In this article, we'll explore what this term means, why it's problematic, and how companies can avoid it.
What is Rainbow Washing?
Rainbow washing—also known as pinkwashing—is similar to greenwashing, but it specifically refers to the practice of companies using LGBTQ+ themes and imagery in their marketing without actually supporting the LGBTQ+ community. A concrete example of rainbow washing could be a company that releases a rainbow-coloured product during Pride Month without making any actual donations to LGBTQ+ organisations or without taking steps to support LGBTQ+ employees.
Rainbow washing can be harmful because it can mislead consumers into believing that a company is supportive of the LGBTQ+ community, when in reality, they're not. Similarly to greenwashing, rainbow washing can lead to frustration and distrust among LGBTQ+ consumers and even permanently damage the brand’s image.
To avoid rainbow washing, companies should make a genuine effort to support the LGBTQ+ community. This can include making donations to LGBTQ+ organisations, participating in Pride events, and implementing policies that support LGBTQ+ employees. Companies should also avoid using LGBTQ+ themes and imagery in their marketing unless they're willing to back up their claims with concrete actions.
Common Mistakes Companies Make When Attempting to Appeal to Conscious Consumers
A common mistake that companies make to appeal to conscious consumers is assuming that diversity and inclusion are just marketing buzzwords. In reality, consumers and younger generations such as Millennials and Gen Z are becoming increasingly savvy about these issues and are looking for companies that are genuinely committed to making a positive impact.
Another mistake companies often make during June or Pride is engaging in rainbow washing. Usually, those who engage in rainbow washing superficially promote support for the LGBTQ+ community by releasing rainbow-coloured products or logos during Pride Month, but they fail to take any genuine action to promote LGBTQ+ rights and rarely address the issues faced by the community. This can lead to scepticism among consumers, who may assume that the company is only paying lip service.
Finally, companies may make the mistake of assuming that a single diversity and inclusion initiative is enough to win over conscious consumers. In reality, consumers are looking for companies that have a consistent track record of making a positive impact, rather than just a one-time effort.
Examples of Companies Accused of Rainbow Washing
There are several examples of companies that have been accused of rainbow washing over the years. One such example is Chick-fil-A, which has faced criticism for donating to anti-LGBTQ+ organisations. Despite this, the company has released numerous rainbow-themed products during Pride Month, which has led to accusations of hypocrisy.
Another recent example is AT&T who have released multiple campaigns to celebrate Pride Month. However, the campaigns have received criticism for being disingenuous and not truly reflective of the company's support for the LGBTQ+ community. It has been pointed out that in 2021 alone, the company donated $1.5M to politicians who opposed LGBTQ+ rights and had not taken significant steps to support the community outside of Pride Month. This is an important reminder that companies need to make genuine efforts to support the LGBTQ+ community throughout the year rather than just during Pride Month.
These examples illustrate how imperative it is for companies to support diversity and inclusion transparently and consistently, particularly when it comes to LGBTQ+ rights. Consumers are becoming increasingly aware of rainbow washing and are looking for companies that demonstrate a genuine commitment to making a positive impact on the LGBTQ+ community.
Pride Campaigns Done Right
Skittles and Absolut Vodka are shining examples of companies that have not only nailed their Pride campaigns but also shown genuine, ongoing support for the LGBTQ+ community. Their actions go far beyond mere token gestures and focus on creating a lasting impact by actively supporting LGBTQ+ organisations, charities, and events. These companies can serve as role models for other brands looking to engage in authentic and meaningful support of the LGBTQ+ community.
During Pride Month, Skittles, known for its colourful slogan "Taste the Rainbow," takes a unique approach by giving up its rainbow in favour of the one that truly matters – the Pride rainbow. They release limited-edition packs of colourless candies, emphasising that "Only #OneRainbow Matters." This creative and heartfelt campaign captures the essence of Pride Month and demonstrates Skittles' commitment to the LGBTQ+ community. Since 2016, Skittles has been participating in Pride celebrations and donating a portion of their Pride pack proceeds to various LGBTQ+ organisations and charities.
Absolut Vodka has a long-standing history of supporting the LGBTQ+ community, going back to the 1980s when they were one of the first brands to openly advertise in LGBTQ+ publications. Over the years, Absolut has continued to show its commitment to LGBTQ+ rights through various initiatives and campaigns. During Pride Month, they release limited-edition bottles with rainbow designs to celebrate the LGBTQ+ community. More importantly, they support various LGBTQ+ organisations and events throughout the year, such as their partnership with GLAAD, a leading LGBTQ+ media advocacy organisation, to support the annual GLAAD Media Awards.
In addition to these campaigns, Absolut Vodka has also launched the "Absolut Planet'' initiative, which aims to promote sustainability and inclusivity, including support for the LGBTQ+ community. This initiative showcases Absolut's commitment to making a positive impact on society and the environment, aligning with the values of conscious consumers.
In conclusion, Skittles and Absolut Vodka serve as inspiring examples of how companies can successfully support the LGBTQ+ community through authentic Pride campaigns and year-round initiatives. Seeing their efforts reminds us how important it is to reach beyond superficial gestures and make an actual difference in the lives of LGBTQ+ people.
How Consumers Respond to Rainbow Washing
As previously mentioned, consumers are becoming more and more knowledgeable about rainbow washing, and generations such as Millennials and Gen Z are suspicious of companies that make vague or exaggerated claims about diversity and inclusion.
Similarly, LGBTQ+ consumers of all generations are sceptical of companies that engage in rainbow washing without making a genuine effort to support the community. A survey conducted by Community Marketing & Insights found that 86% of LGBTQ+ consumers boycott brands that take anti-LGBTQ political or social stands. The same study also found that 79% of LGBTQ+ consumers would pay more for a product from a company that supports the LGBTQ+ community.
These findings emphasise that consumers are becoming more discerning when it comes to the authenticity of a company's support for diversity and inclusion. Businesses that engage in rainbow washing without making a genuine commitment to the LGBTQ+ community risk alienating a significant portion of their potential customer base.
Legal and Regulatory Implications of Rainbow Washing
Companies that engage in deceptive practices, such as rainbow washing, can face legal and regulatory implications. In the US, for example, the Federal Trade Commission (FTC) has guidelines for marketing claims, which require businesses to provide specific information to back up their claims. Similarly, the Advertising Standards Authority (ASA) in the UK has guidelines for advertising that include LGBTQ+ themes.
Companies that violate these guidelines can face fines and legal action, as well as damage to their brand reputation.
Best Practices for Authentic Diversity and Inclusion Efforts
To avoid rainbow washing, companies should focus on making genuine efforts to support diversity and inclusion, particularly for the LGBTQ+ community. This might include:
Assessing the company's current diversity and inclusion policies to identify areas for improvement
Implementing concrete initiatives that promote equity and inclusion, such as offering diversity training, creating employee resource groups, and fostering an inclusive workplace culture
Making genuine efforts to support the LGBTQ+ community, such as collaborating with or making donations to LGBTQ+ organisations, participating in Pride events, and advocating for LGBTQ+ rights
Ensuring representation of the LGBTQ+ community in company leadership and decision-making processes
Regularly evaluating and reporting on the company's diversity and inclusion progress to maintain transparency and accountability
By taking these steps, companies can build trust with conscious consumers and demonstrate their commitment to making a positive impact on the LGBTQ+ community.
Ainoa's Approach to Genuine Branding
At Ainoa, we believe that building genuine brands is crucial to creating long-lasting relationships with customers. That's why we stand strongly against greenwashing, rainbow washing, and other deceptive marketing practices that mislead buyers. We take pride in educating our clients on the importance of being truthful in their marketing and branding, and we fight hard to prevent these malicious practices from taking place in the first place.
If a client's claims can't be backed up, we help them find alternative ways to communicate their values and build trust with their customers. By prioritising transparency and authenticity in our work, we help our clients build genuine brands that make a memorable, positive impact in their communities. To learn more about our genuine branding practices, read our sustainability statement here.
We know for a fact that building a genuine brand takes time, dedication and effort, but we assure you, it's worth it. At Ainoa, we strive to understand the values and goals of you and your clients, and our goal is to develop marketing and branding strategies that are aligned with your real values.
If you'd like to discuss how to build a meaningful brand or how to reach your target audience through the power of marketing, let's have a chat!
Conclusion
Rainbow washing is a deceptive marketing tactic that can damage a company's reputation and lead to distrust among consumers. To avoid this pitfall, companies should focus on making genuine efforts to support diversity and inclusion, particularly for the LGBTQ+ community, and be transparent about their efforts. By doing so, companies can build trust with conscious consumers and make a positive impact on the world.
If you’re looking for more ideas on how to become more sustainable and socially responsible as a brand, we’re here for you.
