Retailer Rainbow Washing Harms LGBTQI+: Retailers Need to be Mindful of Rainbow Washing in Pride Month
Rainbow washing, like green washing, is a marketing tactic where companies use social issues to promote their brand without actually taking any meaningful action or support towards those causes. During Pride Month and Mardi Gras in Sydney, it's common to see many companies displaying rainbow-colored products and logos, claiming to support the LGBTQI+ community, while doing very little to contribute to the cause.
These companies use rainbow washing as a way to generate more sales and appeal to a broader audience. They may sell products with rainbow designs or create social media campaigns with messages of inclusivity, but they don't actually take steps to support the LGBTQI+ community. This kind of behaviour is especially concerning because it trivializes the struggles that the community faces.
For instance, while many companies may put up rainbow flags, there are few visible changes in how they operate. For example, they may not offer employee benefits to same-sex couples or be vocal in their support for LGBTQI+ rights.
This kind of behaviour is harmful because it perpetuates the idea that social issues can be solved with superficial gestures. In reality, it takes much more than just a rainbow logo or a product to create real change. Supporting LGBTQI+ rights requires a long-term commitment and taking real actions that have a meaningful impact on the community.
Consumers are becoming more aware of rainbow washing and other forms of performative activism and are looking for retailers that genuinely support LGBTQI+ rights and back their claims with actions. This may include supporting organisations that are actively working to make a difference or advocating for pro-LGBTQI+ policies.
Image Courtesy of Apple
Some examples of tangible activities that retailers use to demonstrate their support for the LGBTQI+ community are releasing Pride-themed products and backing them with support and donations to advocacy groups. One such example is Apple, who released the popular Apple Watch Pride bands while also providing genuine support for LGBTQI+ advocacy groups like the US National Centre for Transgender Equality and Encircle, which offer safe spaces for LGBTQI+ youth.
Happy Socks also demonstrated their support by releasing rainbow-colored socks and donating 10% of profits from their Pride range to InterPride, a global LGBTQI+ organisation.
Image Courtesy of Nala
Nala Bras and Underwear, an Australian company, has been fully inclusive in their support by releasing a range of Pride intimates that cater to all identifications. Additionally, they donate 10% of profits from this range to The Equality Project, an organisation that supports LGBTQI+ communities. These examples show that companies can celebrate Pride Month while also making a positive impact on the community by providing financial support to advocacy groups.
In conclusion, while it's essential to celebrate and support the LGBTQI+ community during Pride Month and Mardi Gras, companies should be careful not to use these events as an opportunity to make a quick profit. As consumers are becoming more aware of the practice of rainbow washing and are seeking out retailers that genuinely support the LGBTQI+ community in tangible ways.