While this may seem like a positive thing - after all, supporting a marginalized community can only ever be a good thing, right? - the rainbow washing of everything from fizzy drinks to bank windows doesn’t really tell the whole story.įor starters, there is a big difference between supporting a community and fulfilling a brand purpose. Throughout June, July and August, rainbows seem to appear everywhere as brands show their apparent support for the LGBTQ+ community. But to many in the marketing and advertising world, it means incorporating rainbows into campaigns ahead of Pride month in June. We’re fast heading toward summer, which to most means sunshine, holidays and ice cream.
Opinion: The rainbow washing of marketing campaigns during Pride may seem like a positive, but are those bright colours really supporting the LGBTQ+ community or just fulfilling a brand purpose?
