1. What is Pinkwashing?

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Pinkwashing is the appropriation of the LGBTQIA+ movement to promote a particular corporate or political agenda.

Some companies market themselves as queer-friendly to gain favour with progressives and profit from the LGBTQIA+ community, while masking aspects of their company values which might be homophobic or transphobic.

They might even fund politicians who support policies that directly undermine LGBTQ+ rights.

We often see ads for products covered in rainbows emerging as Pride approaches. This time of year, companies often seek to represent themselves as LGBTQ+ friendly, a form of 'virtue signalling'.

Representation can be helpful, but these are often empty, token gestures if none of the profits go to LGBTQ+ charities or communities. Also, how do these companies support their LGBTQ+ employees?

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2. How do we hold companies accountable?

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You might see a bank with a rainbow float in the London Pride parade, a drag queen in an ad for an airline, even rainbow cups in coffee chains. These companies are benefiting from rainbow capitalism, earning money from the LGBTQ+ community.

But are these organisations funding campaigns that promote LGBTQ+ rights or taking measures for queer inclusion after the end of June?

The answer is often "no".

For example, Disney made donations to politicians who supported of the "Don't Say Gay" bill in Florida and even pulled queer-coded characters from certain films to please homophobic authorities in Russia and the Middle East.

Similarly, Netflix fired a trans employee who organised an employee walkout over the platforming of Dave Chappelle's transphobic comedy special. They also recently laid off 60 to 70 contractors working on its social media and publishing channels on queer projects, including Strong Black Lead, Golden, Con Todo and Most.

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3. Pinkwashing is also famously used by governments to appear progressive.

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For example, Jasbir Puar’s Homonationalism describes the Israeli government’s propaganda strategy that markets Israel as LGBTQIA+ friendly to project a progressive image while making efforts to conceal its oppression of Palestinians.

And in the UK, for example, the government has released a rainbow 50p coin whilst enacting a trans-exclusive conversion therapy ban. It's literally tokenism.

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4. What can we do?

Call out Pinkwashing when you see it.

Refuse to buy from brands that support the oppression of our community.

You can support grassroot efforts and charities. In this busy month, you can spend your time attending queer-led events and supporting queer-run organisations and venues.

You can also campaign brands to support their LGBTQ+ employees and support LGBTQ+ charities - especially if you work within one of these companies!

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Pride started as, and continues to be, a protest.

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Over time, it has evolved into a celebration of our authentic selves.

Pride is not a marketing campaign.

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