Pinkwashing: what it is and how to prevent it in your organization

In June, the streets of many cities fill with colors, rainbow flags begin to wave on corporate buildings, and social media becomes full of profile pictures referencing love and diversity. We are celebrating the LGBTIQ+ Pride Month. However, amid this wave of visibility and acceptance, a recurring criticism arises toward some entities that join the celebrations. We are talking about pinkwashing.  

The phenomenon of pinkwashing has gained attention as a practice in which companies and organizations promote a progressive image and support for the LGBTIQ+ community, mainly for commercial or public relations purposes. Although these gestures may seem inclusive and well-intentioned, they often lack genuine commitment and depth toward the cause. 

Behind colorful ads and promotions, contradictory practices often hide—ones that do not reflect genuine support for the rights and needs of the community. In this context, it is essential to distinguish between truly inclusive initiatives and those that simply seek to capitalize on the spirit of Pride without contributing to meaningful change. In this post, we talk about pinkwashing and its consequences. 

Origin of the term pinkwashing

The term pinkwashing originates from combining the words "pink" and "whitewashing". This concept emerged in the 1990s when many companies used the fight against breast cancer—associated with the color pink—to promote their products or improve their image, even though some of these products contained ingredients linked to cancer. 

Over time, the term pinkwashing has evolved. It is now used to describe companies that try to appear friendly to the LGBTIQ+ community while continuing to engage in exploitative commercial practices, discriminatory behaviors, or actions that do not substantively support this community beyond superficial marketing. 

Thus, pinkwashing is a way to take advantage of the struggle and visibility of the LGBTIQ+ community to improve a brand’s public image without contributing to its progress and well-being. 

How can pinkwashing affect your brand?

Let’s make this clear from the start: pinkwashing has negative effects on your brand’s perception and reputation. That said, here are some details on how this practice can affect a company: 

• Loss of credibility and trust: when a company is perceived as engaging in pinkwashing, it loses credibility among consumers. This directly affects trust, as consumers may feel deceived or manipulated.

• Negative reactions from the LGBTIQ+ community: the LGBTIQ+ community and its allies are increasingly aware and critical of pinkwashing. If a brand is perceived as exploiting the struggles and symbols of the LGBTIQ+ community without offering real support, it can face criticism and protests from activists and consumers both inside and outside the community.

• Damage to reputation: pinkwashing can damage a brand’s reputation in the long term. Superficial acts of support can be seen as opportunism or an attempt to capitalize on events like Pride Month without genuine social responsibility or a true commitment to diversity and inclusion.

• Legal and regulatory risks: some marketing practices that use false or misleading claims may face legal action. For example, regulations on deceptive advertising can apply if a company is accused of making false statements about its support for the LGBTIQ+ community.

• Internal impact on employees: pinkwashing actions can also affect employees internally. If a company does not back up its external statements with inclusive internal policies and practices, it can generate dissatisfaction and demotivation.

Keys to identifying pinkwashing

Now, let’s address pinkwashing from the user’s perspective. How can you identify if a company uses this practice in its marketing strategy? The first step is to look beyond temporary statements and symbols of support for the LGBTIQ+ community. When evaluating a company’s commitment to inclusion, look for clear and sustained internal policies over time. 

Also, keep in mind that pinkwashing tends to manifest in superficial gestures during events like Pride Month, without genuine support during the rest of the year. To identify whether a company is truly committed, observe the actions it takes throughout the year. If it only conducts temporary marketing campaigns, be skeptical. Additionally, do not overlook possible contradictions between corporate practices and public statements. 

For example, a company may change its logo to rainbow colors during Pride Month, but what happens the rest of the year? Does the company have inclusive policies for LGBTIQ+ employees? Does it actively support LGBTIQ+ organizations through donations or volunteering? If the answer to these questions is no, then the company may be using pinkwashing to improve its public image without taking any meaningful action in favor of equality and diversity. 

Tips to avoid pinkwashing

If you want to avoid pinkwashing in your company, here are some tips you can put into practice. The main key can be stated upfront: be consistent between what you say and what you do. Remember that the fight for equality, inclusion, respect for diversity, and love in all its forms goes beyond a single month or timeframe. 

We can add the following recommendations: 

• Be transparent about your efforts in inclusion and diversity. Publish sustainability or inclusion reports that detail your policies, programs, and the real impact of your actions. Transparency builds trust.

• Provide regular training on diversity, inclusion, and LGBTIQ+ awareness at all levels of the organization. This helps create a more inclusive and empathetic work environment where all employees feel valued and respected.

• Do not use LGBTIQ+ symbols or messages only as a temporary marketing strategy. Make sure that your actions reflect an authentic and respectful commitment toward the community and avoid practices that could be perceived as pinkwashing.

• Establish meaningful partnerships with LGBTIQ+ organizations and allies that support your values and inclusion goals. This may include collaborations in community initiatives, educational events, and awareness campaigns.

Would you like to stay informed about this and other topics such as the LGTBI protocol for companies? Keep reading our Educa.Pro blog!