There are now a number of companies that print the Pride rainbow on their packaging and thus engage in pinkwashing. These designs are particularly popular around Pride Month.
What was welcomed by many, especially at the beginning of this trend, is now occasionally met with skepticism. Time and again, the accusation is made that the companies in question are only using the bright colors to present themselves well in public. However, there is no other intention or real statement behind it.
One main accusation: companies are not consistent enough
In Germany, it is usually not a big problem for the companies concerned to add the rainbow to their logo and put it in the limelight. After all, for many people today it is considered "hip" to support the community.
However, the whole thing becomes a little more precarious when it comes to advertising with LGBTQ content abroad, for example, and where queers have a much worse standing. Some companies shy away from this and prefer to use the classic logo.
And it is precisely this approach that is criticized by many activists. Freely following the motto "If you're going to do it, then doit..." they would like to see rainbow designs also used in countries where LGBTQ can be "sold" less well. Not as a marketing measure (pinkwashing), but rather as a statement.
In regions where community members are not persecuted and where it is even fashionable to live freely and tolerantly, the companies in question often benefit from a correspondingly successful advertising campaign. Many people love to secure the limited editions in question. An aspect that leads to a further accusation...
"Show" instead of donations - what's the story?
No question: the LGBTQ rainbow business not only looks stylish, but is also lucrative in some ways.
However, while the companies benefit, the various LGBTQ associations are generally left out in the cold. Only very few brands use the sales to support relevant projects, for example. And that is precisely one of the reasons why the accusations surrounding pinkwashing can be pushed further and further.
However, statements to this effect are (still?) very rare.
However, a rainbow on the package should not be underestimated
Despite all the accusations surrounding pinkwashing, however, it should not be forgotten that the rainbow on the packaging can not only generate increased buying interest, but also of course - sometimes unconsciously - sensitizes people to the issue.
Moreover, it would also be wrong to assume that every company would benefit exclusively from a colorful, tolerant design. On the contrary! There have been cases in the past where brands have had to endure real shitstorms on social networks because they decided to deviate from their familiar norm.
Therefore: even though companies may not always act 100 percent out of pure solidarity, it would certainly also be a little unfair to make sweeping and purely negative judgments here.
After all, many companies show - in parallel to the packaging in the corresponding design - through their corporate philosophy and the selection of employees that they not only print the Pride idea, but also live it.
As always, it's important to say goodbye to standard judgments and look behind the facade. Perhaps one or two surprises await you then?
These are typical prejudices against queers.