Rainbow Washing is a term that has sprung up to describe a specific marketing tactic in which companies adopt LGBTQ+ symbols, particularly during Pride Month, in a bid to monetize the sentiments attached to these symbols. The LGBTQ+ community, being a $3.7 trillion economic powerhouse, often finds itself at the center of such corporate exploitation. Brands, big and small, often lean into the use of LGBTQ+ symbols, such as the rainbow flag, without offering substantial support to the community or creating inclusive workplaces.
This symbolic gesture of allyship, often void of any genuine support, is at the heart of Rainbow Washing. Consumers and the LGBTQ+ community are beginning to call out this performative allyship, pushing for more authentic representation and substantial corporate social responsibility.