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. But customer’s are becoming more wary of brands and are searching for those with a true purpose…beyond making money.