Rainbow Washing The Consumer
Rainbow washing is "the act of using or adding rainbow colors and/or imagery to the advertising, apparel, accessories, landmarks…in order to indicate progressive support for LGBTQ+ equality (and earn consumer credibility)— but with a minimum of effort or pragmatic result," according to Audrey Hickey, an LGBTQ+ journalist.
Our society has come a long way from the Stonewall Riots, but there's still a long way to go. People who identify as LGBTQ+ are often faced with discrimination, hate, and violence. But, if you identify as LGBTQ+, you shouldn't be any less than who you are and proud of yourself. So, that brings me to the point of this whole thing. Why do companies feel like it's okay to try and exploit people so they can make money? Capitalism.
Our society has become so engrossed with making money and becoming wealthy. We don't stop and think, "am I going to hurt someone by making this? Is this appropriation of a culture? Should I be doing this?"—No, instead, companies throw out any product and hope it sticks.
Well, newsflash, it’s 2021, and companies need to be held accountable. Now you might be thinking, why target this group of people? Why not target the general population of people? LGBTQ+ consumers (referred to as the pink dollar) were worth upwards of $1 trillion—yes, trillion. So companies have now decided to target this specific group of people by trying to show inclusivity and acceptance.
Don't get me wrong; it's wonderful that companies are showing support and seemingly having an open conversation that was considered taboo 10-15 years ago. But, once Pride month (June) is over where are these company’s support? It all magically disappears.
Some companies support year-round, such as Abercombie & Fitch who has donated over $1 million to The Trevor Project, which is "the leading national organization providing crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender, queer & questioning (LGBTQ) young people under 25." They also have an option for customers to round up their purchase total to donate to The Trevor Project.
Nordstrom is also a company that supports LGBTQ+ year-round. The company donates millions every year to hundreds of organizations such as Jeffrey Fashion Cares and The Utah Pride Center. InStyle stated, "Through its Gift Card Give Back program, in which 1% of all Nordstrom Gift Card sales go towards charity, and the store's own giveback brand, Treasure & Bond, in which 2.5% of net sales are donated to organizations that empower youth."
Some companies may be authentic LGBTQ+ allies however there are large companies actively rainbow washing.
Here are various companies that are rainbow washing, and come July 1st, won't say anything about Pride until next June.
1. Oil Companies
Chevron Gas stations tweeted early this month #ChevronPride. This is interesting because, according to Grist.org, "LGBTQ workers in the oil and gas industry have reported harassment, and oil companies have taken measures to address discrimination (in Exxon's case, implementing policies it once opposed)." Chevron also donates to anti-LGBTQ+ organizations year-round but released a 14-second video on Twitter showing support for Pride month. Some companies are really brave.
2. Phone companies
AT&T is a company all about technology and bringing “the fastest network” to its customers. Well, in 2019, they donated AT&T donated $2,755,000 to 193 anti-LGBTQ+ politicians. AT&Ts Instagram is riddled with rainbow and “allyship.” However, this company is one of the worst offenders of anti-LGBTQ+ support. This company has made a total of 327 donations to anti-LGBTQ+ organizations and politicians. The #TURNUPTHELOVE is what they are marketing. The company states if you use this hashtag–giving them free advertising— they will donate $10 to The Trevor Project up to $125,000. But what’s $125,000 compared to 2.7 million? They throw up the rainbow in “support,” but this isn’t allyship— it’s marketing.
3. Beer Companies
Bud Light has released a rainbow flag bottle that will be sold only during Pride month. Anytime someone purchases this bottle, the company will donate $1 to GLAAD, but not exceed $150,000. This is very kind of the company, but they put a cap, whereas other LGBTQ+ friendly companies donate millions year-round. This company is using Pride month as a marketing ploy to get people to buy their beer under the guise of charity.
4. Banks
Capital One has decorated its banks in the rainbow flag for Pride month. The company says they support LGBTQ+ and have sponsored parades but don't go into any detail about what that actually means. They say they work with The Trevor Project but don't clarify how, and in 2019 they donated $150,000—that's great. But in the last two years, they haven't done anything except throw a rainbow on the outside of the building. Capital One released a press article on its website stating, “To help ensure that older adults in the LGBT community receive fair and equal treatment and have the support they need to thrive, we’re partnering with New York City’s affiliates of SAGE — a national organization that offers supportive services and consumer resources to older adults in the LGBT community and their caregivers.” The bank isn’t donating any money, only partnering with a company [SAGE] that does this every day, so really it’s no sweat off Capital One’s back. Companies can’t act as true allies when they only provide support during one month out of the year.
5. Target
With it only being two weeks into June, Target hasn’t reported its Q2 earnings. So, we have to go off last year’s earnings; in June 2020, Target made a record-breaking profit of 80.3% to $1.7 billion. With all the money they made and an LGBTQ+ campaign thrown in the mix, this company should’ve donated a hefty amount to a charity supporting LGBTQ+ rights since they have a campaign that happens every month called #takepride. Well, in 2020, Target donated $100,000—that’s it. They made record-breaking numbers and had an entire Pride collection exploiting a community for their own profit, and they barely gave back.
The merchandise sold this year is so blatantly rainbow washing it’s absurd. The Q2 report hasn’t come out yet, but Target is still only donating $100,000 this year. This corporation isn’t doing enough with the funds they are earning from rainbow washing. This year, so many memes came out about the apparel line that make fun of how bad it is. Now you may be thinking, "they support LGBTQ+; why are they on this list?" Well, even the official Instagram for LGBTQ+ doesn't support Target’s choice of Pride apparel.
@lgbt commented about Target's rainbow suit, saying, "what is made for gay people but feels homophobic? this suit."
Matt Bernstein, an LGBTQ+ activist, sums everything up perfectly. "The problem with the rainbow flag today is that––despite being a beautiful symbol with a meaningful history––its usage has become so generic and watered down that people and companies can throw up a rainbow flag and claim 'allyship' without addressing or even thinking about the issues that flag represents."
Companies are relying on the LGBTQ+ community to make money during Pride month. As a society, we need to call out these companies for rainbow washing; we must not buy into their marketing ploys. Instead, we can support companies owned and run by members of the LGBTQ+ community.
5 Companies to support:
Grinding Coffee Co- This coffee company is run by queer black women and they sell freshly roasted coffee beans online. They even have Pride merch like mugs and T-shirts.
Otherwild - This is a clothing brand founded by Rachel Berks, a queer woman who brought back the “The Future is Female” shirt in different styles.
Fluide - This is a queer-owned beauty company that produces Vegan and cruelty-free makeup for all genders and skin tones.
Steer Queer - A queer arts and literature magazine, and now a retail shop run by Cat Conley, a genderfluid jewelry-maker.
Dapper Boi - This is a gender-neutral, “everyday” clothing line for individuals of all body types.
Stuzo Clothing - A clothing brand that is gender-free and puts an emphasis on supporting the BIPOC queer community.
With real support and inclusivity, we, as allies, can honor the LGBTQ+ community and build them up because that’s what Pride is about.