(7 minute read)
Pride month is a special time we celebrate our LGBTQIA+ identities and uniqueness. It’s a joyous time to acknowledge ourselves, openly protest against hateful rhetoric, and live how we choose, because: Who does this hurt? Absolutely nobody. But every year, we experience the same parade of sociopolitical affronts, not only through anti-trans, anti-LGBTQIA legislation, and bigoted protests at our events, but also through corporate outreach that sees us a low-hanging fruit for their nonvalue-added marketing strategies.
Of course, I’m talking about rainbow washing.
If you attend a Pride event this season, you’ll notice a breadth of activities and events to sing, dance, and drink to, among other things – all in celebration of our community! Integrated into the Pride events are sponsors ranging from non-profits, individuals, families, small businesses, and of course, corporations. These sponsors all help make this a memorable experience, and many are sincere in their contributions. Everyone from the queer-owned small business to larger corporations with DE&I initiatives and corporate governance that support our community all have a positive impact.
There are also those who simply slap a rainbow on existing branding, have some half-hearted literature, and are generally uninterested in us outside of receiving our queer money, that really sour the experience.
What is Rainbow Washing?
In a general sense, rainbow-washing is the practice of using rainbow-themed symbolism in branding, advertising, merchandise or social media, ostensibly in solidarity with LGBTQIA+ people during pride month, but without active support of LGBTQIA+ people’s identities or rights1. A very simple example of this is when a company takes existing branding and makes it Pride-themed at minimal cost without offering other tangible value to the product or service. Of course, most companies do this at Pride events, and it’s not always a bad thing! Those that do, in sincerity, ALSO support the community through events they host and sponsor, roundtables and fireside chats for their LGBTQIA+ employees, and aligning job descriptions and benefits aimed at fostering an inclusive workplace. But as we go to our Pride events this month and throughout the remainder of the year, how can you really tell who the bad actors are?
The Washers
I’ve only started going to Pride events over the last five years or so, and I’ve only made it to three, and I have been really impressed with the number of community resources that appear, especially the crisis centers, psychological organizations, and the myriad small businesses that celebrate their identities year-round. There are also those that appear shamefully open about the fact that they’re only there for the market.
There are businesses in attendance that lack a DE&I initiative that informs supporting policies and employment practices. They also lack a basic knowledge of LGBTQIA+ history and issues, employee resource groups (ERGs), diversity training for its employees, and don’t typically donate to LGBTQIA+ nonprofits and organizations2. And while it’s difficult to differentiate between a half-hearted rainbow washer and a queer-owned small business getting its footing, you’ll readily discover the difference in your interactions at the booths – enthusiastic, empathetic vendors have the confidence of their conviction to be themselves and reach out, and you’ll develop a relationship right there on the spot (if that’s what you’re looking for).
Spotting the Enthusiastic, Empathetic Business
As an example at this year’s PRIDE CLE in Cleveland, a couple large banks had staffed booths with their queer employees, front and center. They spoke all day to existing and future clients about the educational resources available, specifically talking to challenges the LGBTQIA+ community experience with solutions to help them reach their next step. But it’s also important to point out that even with this showing, you’ll need to do a little homework. The simplest way is to see how the company has presented in the press around social issues. Take a deeper dive! Many publish an annual report containing environmental, social, and governance metrics, including DE&I initiatives, and publicly traded companies even get scored on ESG metrics.
For those outgoing Pride-goers who are into socializing, identifying quality queer businesses can be as simple as striking up a conversation. Our community is intuitive in its approach to look beyond the veneer of branding, and will find other cues that help them determine if they’re in the right place – and let’s be honest, it’s a little strange to see a vendor at Pride when there’s not a lot of rainbow paraphernalia present. If you’re immediately comfortable talking about yourself as casually as you would a good friend, you have a great fit! It may take a little time to get to that point in the first conversation, but if you get there, you’ve likely found someone who is genuinely supporting you.
For our introverted family, collecting information on the business and researching it might have to happen offline, and that’s perfectly fine. Don’t be afraid to leave your information with them to meet with your vendor another time in a comfortable setting to develop that relationship.
As a financial advisor, it’s very important that people feel comfortable talking to me about their lived experiences and what they want for the future. And not just a comfortable environment – a safe one. We can’t always control where we do business, but if given the choice in choosing queer or queer-friendly businesses over an alternative, I know where I’ll go, and I suspect many in the community feel the same. Just remember that our queer business owners are there for you, and not solely for the sale, but it’s also important to return some of that love! At the very least, if the product or service isn’t to your liking or irrelevant to you at that moment, make sure you’re sharing that business to your friends and family.
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The views and opinions expressed herein are those of the author(s) noted and may or may not represent the views of Capital Analysts or Lincoln Investment. The material presented is provided for informational purposes only.
- Genuine Pride or Corporate Rainbow Washing at Fair Planet
- How to avoid rainbow-washing and truly support LGBTQ employees during Pride Month at PinkNews