Pinkwashing and its impact on the LGBTQIA+ community 

Define pinkwashing

Pinkwashing is a marketing and communications strategy used by certain companies to present themselves as allies of the LGBTQIA+ community, without actually making an active or significant commitment to its rights or well-being. This may take the form of advertising campaigns, the production of limited-edition products in the colors of the rainbow flag, or statements of support during Pride month. However, all these actions are not accompanied by concrete action or inclusive internal policies, which underlines the fact that the support shown is superficial and used primarily for commercial purposes.

An example of pinkwashing

If a clothing company launches a pride collection with designs inspired by the rainbow flag while having previously created a campaign with an artist freely displayed as homophobic, it will automatically be in a situation of pinkwashing. Although the collection is sold as a gesture of support for the LGBTQIA+ community, the absence of internal policies to support employees who are part of the community and the engagement with an openly anti-LGBTQIA+ personality highlight a striking contrast between the company’s actions and its public message. This discrepancy highlights the fact that the brand supports the community simply for marketing purposes, without any real commitment.

How to avoid pinkwashing?

There are several things you can do to avoid falling into the pinkwashing trap.

Educate yourself on the issue: Understanding an issue is essential before addressing it and making it your own. It’s therefore essential to take part in training courses and become well-informed on the subject, so as to be aware of the oppressions experienced by communities. 

Make a real commitment: Supporting the LGBTQIA+ community all year round, and not just during Pride month, allows you to show your real commitment to it.

Have inclusive policies: Putting in place internal policies that truly support your future or current LGBTQIA+ employees, such as anti-discrimination policies, can pay off handsomely, both in popularity with talent and in visibility. However, it’s crucial that these policies are read and understood by all the company’s stakeholders, and that the internal culture reflects these principles. 

Collaborate with LGBTQIA+ organizations: Making a financial or campaign commitment to LGBTQIA+ organizations and working with them to ensure initiatives are relevant and useful can be a great way to show support. You can also host organizations within your company to train your talent and raise awareness of the importance of openness towards the community. 

Listening: As a company, it’s essential to be ready to listen to your LGBTQIA+ talent and clientele about improvements you can make or actions you can take to better support the community. 

Be a company allied to the rights of the LGBTQIA+ community

To give a positive example of support for the LGBTQIA+ community, we can think of a company that integrates diversity and inclusion at the heart of its mission. If it has money to offer in donations, it chooses to donate part of it to LGBTQIA+ rights organizations. It also highlights ambassadors from the LGBTQIA+ community in its campaigns, and has strong internal policies on diversity and inclusion. Since several actions demonstrate that this company truly cares about the well-being of the LGBTQIA+ community, we understand that its involvement goes beyond marketing and has become an integral part of its brand identity.

Beware: pinkwashing is likely to be present during this Montreal Pride season. However, companies can become real allies by adopting transparent communication strategies and making an active commitment to the rights and well-being of the LGBTQIA+ community. To find out if your company is at risk of pinkwashing, we invite you to complete our Social Capital Index!