June is Pride Month, and for years I've cringed at the beginning of summer as some companies exploit this fact for shameless self-promotion. Along with the rainbow colours, let's not forget the monochromatic practices companies like to use, such as #pinkwashing and #greenwashing.
I often wonder how we got to this point.
Behind each of these practices is a quality idea with good intentions, but somehow through consumerism we have turned it into a mockery of the original idea. The behaviour of brands during June has already become a walking meme in recent years, while pinkwashing and greenwashing have only recently come to light. From pinkwashing to greenwashing, companies use various deceptive tactics to obscure or mitigate the negative impact of their actions.
🩰 Pinkwashing is a form of corporate hand-washing where a company or organisation presents itself as supporting the breast cancer cause while simultaneously manufacturing products that are linked to an increased risk of the disease.
🚛 On the other hand, greenwashing involves companies portraying an environmentally friendly image to mask their environmentally damaging activities. For instance, an oil company might launch an advertising campaign emphasising its commitment to sustainability while continuing to engage in environmentally destructive drilling practices.
🌊 Another way companies engage in hand-washing is through #bluewashing, where they attempt to present themselves as socially responsible and ethical, often through philanthropic endeavours, to conceal unethical labour practices or human rights violations within their supply chains. This happens when a company promotes its charitable contributions while turning a blind eye to exploitative labour conditions in its overseas factories.
Overall, these deceptive hand-washing tactics highlight the importance of scrutinising corporate behaviour and holding companies accountable for their actions. Let's move beyond the superficial gestures and rainbow-washing. We, as consumers, hold the power to demand genuine action. By understanding and recognizing these practices, consumers, activists, and policymakers can demand transparency, ethical practices, and genuine social and environmental responsibility from corporations.
We can support companies with demonstrably inclusive practices and environmentally sound policies, we can turn Pride Month and environmental movements back into what they were originally intended to be: powerful forces for positive change. Together, we can rewrite the narrative – from corporate self-promotion to collective progress for a more equitable and sustainable future.
#marketingtactics #rainbowwashing #pridemonth
Absolutely love this 👏