Being shady about how they’re giving back to the community all year round, not just in June.Using LGBTQIA+ employees as props in Pride-related marketing materials.Releasing limited-edition Pride merch with little or no information about whether any portion of profits are going toward organizations that benefit the community.Brands slapping rainbows on their social media accounts for June.If you’re a consumer of pretty much any kind of media, you’ve almost certainly seen examples of rainbow-washing, which include: Rainbow-washing can take on many different forms RELATED: 8 Ways to Support the LGBTQIA+ Community During Pride Month and Beyond As we head into Pride month, here’s what you should know. It’s called rainbow-washing and, according to Urban Dictionary, it’s, “The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks… in order to indicate progressive support for LGBTQ equality (and earn consumer credibility)-but with a minimum of effort or pragmatic result.”īasically, it’s a type of performative activism, or supporting a cause or issue to garner attention, support or monetization from others rather than actually caring about making a difference in the cause. If you’ve ever noticed things like this and thought to yourself, ‘Gee, this seems a little icky,’ you’re not alone.
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Every June 1, we see our go-to ride share service has changed its profile pictures to a rainbow car we see advertisements for the Apple Watch Pride Band we wonder who in God’s name approved Burger King’s Pride Whopper (seriously).