How to know if a company is pinkwashing
Posted: Mon Jan 06, 2025 6:03 am
First, do some research on the company's practices and ask the same questions we mentioned above: Is the company truly committed to supporting the LGBTQI+ community or is it just posturing ?
Then look for brands and companies that are transparent about their commitment to equality and diversity. You will find that those that are committed will have shared information about their internal practices or potential charitable donations to the fight for the rights of the collective.
What does the LGTBIQ+ community think about all these advertising practices related to their struggle? Listening to their perspective and opinions can be the key to understanding what should and should not be done in these cases.
Finally, assess whether the company's actions go beyond the advertising action itself; are they working to address real problems?
Examples of pinkwashing
Unfortunately, there are quite a few examples of poorly albania number data done campaigns related to LGTBIQ+ Pride. One of the most striking cases of pinkwashing or rainbow washing at a political level is that of the now former president of the United States, Donald Trump, who during the 2020 campaign came to the fore on more than one occasion waving a rainbow flag, after a term in office in which he had repealed very important advances achieved by the community years before.
The case of Puma and its campaign for Pride 2023 in Spain is a perfect example of what not to do. The famous sports brand decided to create a collection of clothing and accessories full of colour and lots of rainbows, and placed Cristina Pedroche, who has been an ambassador for the brand for years, as the image of its campaign.
Where is the mistake? Pedroche does not belong to the group, they are simply using the image of a well-known celebrity to promote their campaign, instead of giving a voice to someone who is really related to what is being demanded on these dates.
Furthermore, although they have announced that they will donate 20% of the proceeds from the collection to the Cara Delevigne Foundation (up to a maximum of $250,000), this campaign does not contribute anything else to the fight of the LGTBIQ+ community, remaining as an excuse for Puma to release an exclusive collection and sell more.
Then look for brands and companies that are transparent about their commitment to equality and diversity. You will find that those that are committed will have shared information about their internal practices or potential charitable donations to the fight for the rights of the collective.
What does the LGTBIQ+ community think about all these advertising practices related to their struggle? Listening to their perspective and opinions can be the key to understanding what should and should not be done in these cases.
Finally, assess whether the company's actions go beyond the advertising action itself; are they working to address real problems?
Examples of pinkwashing
Unfortunately, there are quite a few examples of poorly albania number data done campaigns related to LGTBIQ+ Pride. One of the most striking cases of pinkwashing or rainbow washing at a political level is that of the now former president of the United States, Donald Trump, who during the 2020 campaign came to the fore on more than one occasion waving a rainbow flag, after a term in office in which he had repealed very important advances achieved by the community years before.
The case of Puma and its campaign for Pride 2023 in Spain is a perfect example of what not to do. The famous sports brand decided to create a collection of clothing and accessories full of colour and lots of rainbows, and placed Cristina Pedroche, who has been an ambassador for the brand for years, as the image of its campaign.
Where is the mistake? Pedroche does not belong to the group, they are simply using the image of a well-known celebrity to promote their campaign, instead of giving a voice to someone who is really related to what is being demanded on these dates.
Furthermore, although they have announced that they will donate 20% of the proceeds from the collection to the Cara Delevigne Foundation (up to a maximum of $250,000), this campaign does not contribute anything else to the fight of the LGTBIQ+ community, remaining as an excuse for Puma to release an exclusive collection and sell more.