What is pinkwashing?

Photo: Wikimedia Commons

Come June of each year, corporations roll out the pink carpet for the LGBTQ community, emblazoning their boring corporate logos with rainbows and tweeting vaguely inspirational messages about pride.

But in recent years, more discerning consumers have voiced their concerns about the effects of “pinkwashing” on the community and how seemingly well-meaning businesses and institutions end up doing more harm than good.

But what is pinkwashing? What does it look like? And what does it really do to the LGBTQ community? Read on to find out.

Pinkwashing: Definition And Origin Of The Term

Pinkwashing refers to how corporations and institutions appropriate the LGBTQ movement and culture to promote a product, corporation, or entity. This is most prominently seen during Pride Month when brands and organizations step forward “in support” of the LGBTQ community with rainbow-fied logos and queer-themed promos.

The term “pinkwashing” first came into use in 2002, when…

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