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What is rainbow washing? (and how to avoid it in your company)

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June, the month of LGBTQ pride, appears to be a gigantic celebration in different countries of the world. People with extravagant clothes and colorful flags come out to flood the streets of their city. Although it is true that this is a very striking part of the movement of this group, seeing only that side is clouding with ignorance.

Surely you have seen that many brands seem to paint rainbows to support the LGBTQ community and do not mention them again the rest of the year. This is known as rainbow washing .

The term rainbow-washing refers to when a business, organization or personality uses images and symbols of the LGBTQ community to promote a product or service without maintaining substantial support for the movement.

“It is very easy to decide that you are going to start a rainbow campaign, but it is just as easy to decide that you are going to donate a percentage of your profits to a queer organization. That's something they should do from the beginning, ”says Andy Reynolds, an expert in LGBTQ advertising in an interview with Entrepreneur en Español .

Sadly, many brands take advantage of the colorful and attractive side of the fight to generate merchandise. Other businesses only paint themselves in colors and claim to be allies in June, but neither strategy usually has much of an undertone. They would have to generate profound internal changes to truly consider themselves companies that support the LGBTQ struggle.

Image: Mercedes Mehling via........

© Entrepreneur

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