‘Pinkwashing’: what it is and how to avoid it?

Support for the LGBT+ community should go beyond changing a company logo

CREDIT: This is an edited version of an article that originally appeared on Management Today

During this year’s Pride Month, the LGBT+ community in the UK came together to celebrate their identity. It also provided an opportunity for allies to show their support. 

This was evident in the world of business – though many of the steps taken by organisations were seen as symbolic, merely token gestures, such as adding a rainbow to company logos, or launching Pride-themed products.

These examples and acts are known by many ‘washing’ variations – ‘pinkwashing’, ‘pridewashing’ or ‘rainbow washing’. For many business leaders, these acts might have seemed like enough, and four weeks is a long time to focus on one marginalised community; however, many LGBT+ people feel as though their issues are forgotten once June is over.

Good intentions are not enough

While many of these companies have good intentions these acts of ‘pinkwashing’ could be seen as only serving to capture additional sales. For example, Marks and Spencer’s ‘pride sandwich’ containing lettuce, guacamole, bacon and tomato, was promoted as having been created to show support for the LGBT+ community, but in reality, many believe it is simply another way to attract customers.

So how can business leaders stop themselves from falling into the ‘pinkwashing’ trap? This needs to begin with education and gaining a better understanding. Performative, empty gestures are not enough and the LGBT+ community is looking for more meaningful actions. In the same way that many companies try to be more inclusive of race and ethnicity, the LGBT+ community want the same courtesy.

The employee experience

Change must come from the top. Leaders cannot delegate these responsibilities to LGBT+ groups as many of them won’t have the time or resources to pull them off.

There are resources out there for leaders who don’t know where to start. They can partner with consulting agencies, such as The Creative Engagement Group, or charities such as Stonewall. This will help leaders gain a better base knowledge of the issues and how they can improve their employee experience.