Rainbow Washing - what's it all about?

As a proud b?a?c?o?n? bisexual in the LGBTQ+ sandwich, I used to get really excited when I saw the Pride flag included on websites, flyers, banners – basically anywhere! I felt seen, supported, and, ultimately, accepted.

But haven’t you noticed that anyone and everyone are putting pretty multi-colours on their logos these days? And the rest of the year they have no association with LGBTQ+ causes?

You’re seeing rainbow washing in full effect.

Now, what is rainbow washing?

According to Urban Dictionary, it’s:

The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks, et cetera, in order to indicate progressive support for LGBTQ equality (and earn consumer credibility)--but with a minimum of effort or pragmatic result.

In the grand scheme of things, the use of rainbow logos and corporate marketing to LGBTQ+ is a relatively new phenomenon. As the recognition and acceptance of gay men and women grew in the 1980s & 1990s, creative agencies started to cater to these demographics. For example, Absolut Vodka – which some might see as a pride festival staple! – began advertising to an LGBTQ+ customer base as early as 1981. And this was years before The L Word, Queer Eye, Call Me By Your Name, and Euphoria even hit the scene.

In the late 90s, queer people started to become more visible in the adverts themselves. RuPaul and k.d. lang appeared in ads for MAC cosmetics, and a noticeably gay couple featured in an IKEA commercial. Whilst these received support in the queer community, it of course saw backlash, and in some cases bomb and death threats.

As the idea of LGBTQ+ people became the social norm, corporates realised that the backlash they might face for creating queer campaigns would be less than the profits they could gain. Putting up rainbow colours for Pride became a safer bet from a business standpoint. Some were genuine showing of support, others… let’s say not so much.

In 2021 a list of 25 rainbow supposedly ‘proud’ US companies was produced, which also donated over $10 million to anti-gay government officials. Whilst they were plastering their social channels with a vast array of colours, behind the scenes they were backing anti-gay politicians at local and national level. It’s not a huge surprise that big corporations are hypocrites, but it’s still not a great thing to find out.

It is simply jumping on the bandwagon? Or is it trying to cater to younger consumer demographics? Either way, it’s increasing their sales and putting more money in the CEOs’ pockets.

So, what should we do?

Well, first off, companies should put their money where their mouth is. I can’t speak for everyone in the beautiful rainbow of LGBTQ+ and everyone will appreciate different things in their workplace. But I definitely think that making inclusion and queer related issues a year-round thing is the bare minimum companies can do.

We all know that having a diverse organisation means new ideas, fresh ways of thinking, and happier staff. Here are some tips for building an inclusive workplace:

• Recognise that identities are complex – set aside time to get to know your team and create a safe space for everyone to share issues they’re having
• Don’t expect anyone to out themselves – being out in the workplace is a choice. Many people might not feel safe or comfortable
• Create a community – an effective LGBTQ+ space is one that should have clear aims, responsibilities, and resources. Including everyone within this is vital, as this will establish a company-wide culture that show inclusion
• Know that there is no quick fix – it’s an ongoing and ever-evolving journey. There is no one-size-fits-all template for an inclusive workplace. Inject training and expectations from the top down.
• It’s not all Pride, rainbows, and parties – many LGBTQ+ people have faced difficulties and risks by living lives as their true selves. Recognise this and don’t demean people’s lived experiences.

As a recruiter, I speak to all different types of individuals and companies. I’ve seen first-hand how bad work environments have negatively affected people. Let’s all work together to not just shove a rainbow on our logo – let’s practise what we preach and enjoy Pride Month for everything it’s worth.

To donate to and find out more about LGBTQ+ causes, explore some of the links below:

https://www.stonewall.org.uk/

https://www.theproudtrust.org/

https://lgbt.foundation/

https://mindout.org.uk/