What’s On Our Mind: ‘Rainbow-Washing’
Let’s talk about “Rainbow-Washing” for a moment. And, more importantly, how this big-brand activity can be applied to your business the proper way.
June is Pride Month, which is essentially a month-long celebration for the LGBTQIA+ community. Around this time every year, corporations temporarily rebrand themselves in support. They update their social media icons, their logo, and parts of their website. Sometimes they even offer limited rainbow products. This is essentially rainbow-washing — or capitalizing on this nationwide celebration.
Don’t get me wrong, it’s great for companies to visually show representation and support for the LGBTQIA+ community. But if it’s not for the right reasons it can sully their name. As a business owner, if you create a campaign solely to capitalize without truly caring for your audience, it will eventually come to light.
So, what’s the take-away?
You started your small business with a purpose, a meaning, a goal in mind. Be sure this message never gets lost. Be sure to follow through on that purpose. For example, if you are showing support for the LGBTQIA+ community this month, donate part of your proceeds to organizations that help this community. Trust us, your audience will take note. It’s better to be on the side that isn’t just capitalizing.
– Robert, creative director at Supportedly
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