Welcome to Pride month. We can see the rainbow flags flying proudly over stores, men are getting beach ready, and if you’re like us – you’re already trying not to vomit at the sight of it all. Every year like clockwork businesses starts putting pride flags on clothing, bags, and cardboard boxes. 

Do they think we’re ignorant?

You’re probably thinking ‘huh?’ right about now – but are you aware of rainbow washing?

We love our community, but it doesn’t mean everyone does. Year after year, corporations have learned most gay people have significantly more disposable income than our heterosexual counterparts. Some businesses and corporations are intentionally exploiting our community.   

Not all corporations are guilty of rainbow washing. For example, Target has been a long-standing ally of the LGBTQIA+ community.  

Target consistently:

• Stands up for LGBTQIA+ rights
• Practices inclusive hiring 
• Lobbies for our rights
• Advertises LGBTQIA+ positive images

The company is a prime example of showing support for our community. 

However, some companies are a more insidious and encroach on our community only when they see dollar signs. Usually, this happens in the lead up to and during Pride month.  

We’ve all seen and heard the rhetoric. “In honor of pride month…” and “In celebration of Pride month…” 

What is rainbow washing?

It’s the marketing practice of companies pretending to care about the LGBTQ community and gay rights movement, where they attempt to showcase their love for the queer community, but really they are just out there for a fast and easy cash grab. They don’t authentically care. The companies that partake in this are many – and you should be aware of it to send a resounding message that we do not appreciate it. 

The point of rainbow washing is simple: to grab your cash and portray an image of, “we love you.”

If you’re wondering how you recognize this, it’s simple. Take Adidas for example. 

Every year they release a pride-themed set of socks with the slogan “love unites” in the name. What a beautiful sentiment – too bad it’s just a ploy to grab your cash. Seriously, just look at all the “Love Unites” merchandise. 

Although they release these beautiful socks and clothing, Adidas couldn’t care less about our struggles. If Adidas truly cared, it wouldn’t have sponsored this year’s world cup. It is one of the major sponsors of the world cup which is taking place in Russia, a country with strong anti-LGBT rhetoric – making it an unsafe travel destination for LGBTQIA+ fans and athletes. 

The contradiction of their messaging and values shows an emptiness that lies at the center of corporate gestures of “support” for the LGBTQIA+ community. 

Curious to know if a company sees you as a walking dollar sign?

You need to look no further than Google. It’s easy to find out if a company truly cares about you or if they just want to take advantage of you. 

Consider the following:

• Do they have policies in their employee handbook that provide equal rights for their employees?
• Do they offer equal insurance and benefits to all employees? 
• Do they show their support 365 days a year?
• Have they made a contribution to an LGBTQ+ organization?
• Do they purchase advertising from LGBTQ+ media outlets? 
• Do they lobby lawmakers against equality and inclusion? 

The companies that take part in Rainbow washing are many. It doesn’t necessarily mean they hate our community – but if you’re not trying to fix a problem, then you are part of that problem. 

Which companies are wolves in sheep’s clothing?

By now you may think Rainbow washing is bad – but you may not consider the effects of this targeted marketing by big corporations. It leads to many stereotypes like:

“Lesbians drive Subarus”

The Subaru ads featured subtle nods to queer identities. In one, Subarus have license plates that say “P TOWNIE,” referring to the historically gay Provincetown, and “XENA LVR,” a notion towards “Xena, Warrior Princess.” Other advertisements contained copy displaying the sentences, “It’s not a choice. It’s the way we’re built.”

However, the business did not challenge the acceptance of our community in mainstream media and daily life. Rather, they created an archetype of a consumer and found that lesbians fit into the model. 

In fact, here’s what one spokesperson had to say about it. “We are definitely perceived as gay friendly,” says Dominick Infante.

There are many big businesses that pretend to love our community.

Here are 9 businesses that just want your pink dollars.

1. AT&T donated $2,755,000 to 193 anti-gay politicians.
2. UPS donated $2,366,122 to 159 anti-gay politicians.
3. Comcast donated $2,116,500 to 154 anti-gay politicians.
4. Home Depot donated $1,825,500 to 111 anti-gay politicians.
5. General Electric donated $1,380,500 to 97 anti-gay politicians.
6. FedEx donated $1,261,500 to 75 anti-gay politicians.
7. UBS donated $1,094,750 to 72 anti-gay politicians.
8. Verizon donated $1,022,803 to 74 anti-gay politicians.
9. Pfizer donated $959,263 to 52 anti-gay politicians.

It’s time to say no to rainbow washing.

Rainbow washing should piss you off, to say the least. The LGBTQ+ community are often the target of marketing, but we aren’t stupid. 

How do you feel about businesses rainbow washing? Will you still support them or will you take action and choose inclusivity?

Let us know your thoughts in the comments, the sentiments of The Homo Culture are clear – but we would love to hear from you!