How to Avoid Pinkwashing as a Brand
During Pride month, many brands and companies aim to demonstrate their support for the LGBTQIA+ community. However, it is essential to avoid falling into the trap of pinkwashing or rainbow washing, where brands make superficial gestures without making any meaningful effort to support the community. We share the meaning, of how to stand for Pride Month based on your core values and suggest some steps for sustainable and slow fashion brands to follow and be genuine with their support and avoid ‘Pinkwashing’.
What is Pinkwashing or Rainbow washing?
Pinkwashing or rainbow washing refers to brands that only show their support during June but primarily aim to profit from the LGBTQIA+ community rather than genuinely uplift them. Supporting the LGBTQIA+ community should extend beyond surface-level changes, such as altering logos or introducing rainbow-colored products. It requires a genuine commitment to advocating for equal rights and opportunities throughout the year.
Establishing your core values: What do you stand for?
Brands that support the LGBTQIA+ community during Pride Month should question their motives. Before adding a rainbow logo or product, brands should ensure that diversity and inclusion are already intrinsic to their brand narrative. They should carefully consider if their actions align with their brand's core values to avoid falling into the pinkwashing trap. Building a genuine commitment to supporting the LGBTQIA+ community involves creating traceable campaigns that openly oppose LGBTQ+ discrimination and taking action throughout the year.
Communications for Impact: How to really support the community?
It should not be a once in year action
Brands can take various actions to support the LGBTQ+ community, but it is crucial to carry out these actions consistently throughout the year with authenticity and transparency. The indigenous-owned brand Anne Mulaire believes in fostering inclusivity and stands with marginalized communities. They created a zero-waste Pride collection with remnant fabrics from their garment production.
Openly opposed to LGBTQ+ discrimination
Brand activism requires tangible actions rather than mere positioning. Brands should make statements and advocate for their values. They should speak up when necessary, share information about the issues and struggles faced by the community, and actively engage in supporting their cause. Becoming authentic and going beyond the rainbow flag is what trans activist Madison Werner urges companies to move beyond cliché Pride representations. According to Werner, relying solely on outdated terms and symbols like "Love is love" and the rainbow flag is insufficient. Ziggy Mack-Johnson, a queer creator and stylist, echoes this sentiment, expressing a desire for more nuanced representation. Werner emphasizes the importance of partnering with brands that have a genuine commitment to the LGBTQIA+ community. This highlights the need for brands to go beyond surface-level gestures and actively engage with the community's needs and values.
Donating to organizations that advocate for rights
Collaboration with organizations that take real action is a powerful way for brands to make a difference. Brands should connect with organizations and campaigns that advocate for the LGBTQIA+ community in areas such as education, health, and social issues, committing to long-term changes. An example of WWD features this year is a sustainable jewelry brand, Bario Neal launching a Pride Month line of rainbow bijoux. 15% of proceeds from sales of the collection in June go to The Attic, offering resources for LGBTQIA+ youth.
Educate themself, their employees, and their audience
Raising awareness is a significant step toward supporting the LGBTQIA+ community. Brands should educate their team about the issues and realities faced by the community. Additionally, they should create a safe and inclusive work environment, provide opportunities to the queer community, and ensure fair working conditions for LGBTQIA+ employees across their supply chains. Take as reference Human Collective, known for its sustainable efforts, advocacy for the LGBTQIA+ community, and promoting messages of acceptance and equality, they work from within giving corporate talks about LGBTQIA+ and Pride Month.
Inclusive marketing and advertising
To make a positive change for the LGBTQIA+ community, brands should ensure their campaigns are inclusive and represent diverse perspectives. When creating pride campaigns or products, it is crucial to involve LGBTQIA+ colleagues or advisors who can contribute to and supervise the ideas and strategies. Check the recent example from The North Face featuring LGBTQ+ athletes and adventurers, which celebrates diversity and amplifies underrepresented voices. Their commitment to inclusivity has garnered widespread praise and contributes to a more diverse and accepting society.
By following these steps, brands can genuinely show their support without succumbing to pinkwashing. Make sure to follow brands that are committed genuinely.
At Slow Fashion World, we understand the importance of promoting diversity and inclusion while standing with authenticity. Educating ourselves on LGBTQIA+ issues and fostering an inclusive workplace are essential steps toward making meaningful support and avoiding pinkwashing.
Work with us for your upcoming campaign and your brand's impact communications!
References:
AGUILETA DE LA GARZA, F. What Is "Pink-Washing" and How to Avoid It in Your Fashion Marketing Strategy. Elle Education. https://elle.education/en/business/what-is-pink-washing-and-how-to-avoid-it-in-your-fashion-marketing-strategy/
Kollat, Nicolas. "Pride Marketing – How to Avoid Pinkwashing." Piabo Communications, 29 Jun. 2022, piabo.net/en/blog/pride-marketing-how-to-avoid-pinkwashing/.
Jonathan Franklin. "How Companies Can Build Trust with the LGBTQ+ Community — During Pride and Beyond." NPR, 15 Jun. 2023, www.npr.org/2023/06/15/1179524951/lgbtq-pride-month-companies-backlash-north-face-target-bud-light.
Carballo, Charlie. "Pride Month 2023 Collections From Brands That Give Back to Support LGBTQIA+ Initiatives." WWD, 3 May 2023, wwd.com/pop-culture/new-fashion-releases/pride-month-2023-collections-brands-donate-lgbtq-charities-1235638523/.
Solá-Santiago, Frances. "How Can Fashion Brands Show Up Authentically For Pride?" Refinery 29, 30 Jun. 2022, www.refinery29.com/en-us/2022/06/11030466/pride-collections-fashion-brands-authenticity.
