June is Pride Month – a time of celebration of LGBTQI2S+ rights, as well as consciousness raising about the many dangers that still threaten queer people. Sadly, it is also a time when rainbow washing is in full force. What is rainbow washing?

The Urban Dictionary defines it as follows: “The act of using or adding rainbow colors and/or imagery to advertising, apparel, accessories, landmarks, et cetera, in order to indicate progressive support for LGBTQ equality (and earn consumer credibility)–but with a minimum of effort or pragmatic result. (Akin to “green-washing” with environmental issues and “pink-washing” with breast cancer.)”

You’ll notice it when companies or organisations that have never been known for supporting the LGBTQI2S+ community are suddenly decked out in rainbow colours, change their logo just for the month of June, or march in your local ever-more-commercial Pride Parade. Their main focus is on earning the queer dollar, rather than on supporting queer people. As the Roman emperor Vespasian said when he imposed a tax on public urinals, money doesn’t stink. 

Of course, genuine support is wonderful and welcome! Real allies are there year round – working on their own diversity policies, supporting their queer employees and customers who may have different needs from the mainstream, and making sure their charitable donations and investments make a real, positive difference in the world.

How can we know the difference between a genuine ally whom we should support, and a rainbow washing corporation that talks the talk but doesn’t walk the walk? 

If a corporation has a public charitable foundation, you can find out what causes it supports. If it doesn’t, check its website for a CSR (Corporate Social Responsibility) statement, which should contain similar information. If you can’t find anything about supporting social causes, or you find that they sponsor organisations that are not supportive of queer and diverse communities, while splashing rainbows everywhere in the month of June, they just might be guilty of rainbow washing.

There is a lot of information out there – remember that your hard-earned cash is the prize that all corporations are after. Make sure they have earned it by supporting causes of which you approve. If they don’t, you can probably find something else – ideally local!

I’d love to know what your favourite socially-responsible companies are. Why should we support them? Let me know!