Pride or Profit: The Difference Between Rainbow Washing & True Allyship

At Equator, we recognise the profound impact of visual storytelling through design. Effective graphic design transcends aesthetics; it embodies the core values of the brand it represents.

During the summer, when Pride celebrations dominate cities around the globe, the marketplace often transforms into a vibrant display of rainbow-themed packaging, signalling support for the LGBTQ+ community. However, as the corporate rainbow flourishes, consumers become increasingly sceptical. Authenticity is paramount to today’s consumers.

Understanding rainbow washing

Rainbow washing, akin to greenwashing, involves businesses superficially adopting LGBTQ+ symbols like rainbow colours and Pride imagery to project support without substantive action. This practice can mislead consumers into believing a company is committed to LGBTQ+ rights when, in reality, it’s a tactic to boost sales.

Why rainbow washing is problematic

• Superficial support: Companies may alter their logos or release limited-edition Pride packaging temporarily, but often this is not backed by a genuine commitment to LGBTQ+ needs. As highlighted in The Grocer article, this surface-level engagement risks appearing disingenuous and can undermine genuine advocacy efforts within the FMCG sector.
• Misleading marketing: Graphic design is a powerful tool, but it should be used ethically. Creating a false impression of support through colourful packaging and Pride logos without meaningful contributions is deceptive.
• Dilution of message: Rainbow washing trivialises LGBTQ+ activism and Pride, reducing it to a mere marketing strategy rather than a genuine movement for equality. This trend can dilute the message of Pride, making it less about advocacy and more about profit.

Consequences of rainbow washing

• Consumer distrust: Recognising rainbow washing can lead to scepticism towards the involved company and broader distrust towards other brands that may genuinely support LGBTQ+ causes.
• Brand damage: Companies caught rainbow washing risk severe backlash and damage to their brand image, as they face criticism from both consumers and activists for their insincerity. This risk is significant in the FMCG sector, where brand reputation is closely tied to consumer trust.

Brands leading with true allyship

Here are some standout brands demonstrating what true allyship looks like:

• The Co-op: A prime example of true allyship is the Co-op, which has set itself apart by integrating LGBTQ+ support into its core values. The Co-op has demonstrated long-term commitment through initiatives like supporting LGBTQ+ charities and implementing inclusive policies across its operations. Their ongoing efforts to create a welcoming environment for both employees and customers exemplify genuine support beyond just Pride-themed marketing.
• Ben & Jerry’s: Since 1989, Ben & Jerry’s has been a pioneer in supporting LGBTQ+ rights, including offering health insurance to same-sex partners and celebrating marriage equality. Their ongoing partnership with GLAAD and The Human Rights Campaign highlights their continued commitment to LGBTQ+ advocacy.
• Skittles: This year, Skittles donated $1 for every Pride pack sold (up to $100,000) to GLAAD, supporting awareness for equal rights. Beyond summer, Skittles sponsors local LGBTQ+ communities and has earned a perfect score on the Human Rights Campaign Foundation’s Corporate Equality Index.
• NIVEA: Partnering with PFLAG National, NIVEA launched a limited-edition Pride Creme Tin to support LGBTQ+ acceptance. The brand also offers educational resources and opportunities to get involved on its website.
• Bud Light: Despite facing backlash for its brief partnership with transgender influencer Dylan Mulvaney last year, Bud Light continues to support LGBTQ+ events like the Chicago Pride Fest and remains a sponsor for other Pride celebrations. Their ongoing support, even amidst controversy, illustrates true allyship.

As the marketplace continues to evolve, the demands for authenticity and genuine support from businesses grow stronger. Generation Z represents the new wave of consumers who are shaping the future with their strong values of equality and transparency.

This demographic is keenly attuned to the authenticity of brand actions and expects more than just superficial gestures. If FMCG brands aspire to thrive in this landscape, they must align their actions with their values and ensure that their support for causes like LGBTQ+ rights is not just a marketing tactic but a genuine commitment. Brands that fail to do so risk alienating a generation that values integrity and will ultimately drive the future of consumer behaviour.

Buzzwords and rainbows don’t check the box. True allyship goes beyond a month on the calander, it’s an all-year-round effort…