Rainbow Washing: All the Colors, None of the Support
Rainbow washing is exactly like greenwashing—except it comes in every color of the rainbow. It happens when companies use 2SLGBTQIA+ symbols, slogans, and themes to appear supportive during Pride Month while doing nothing meaningful for the community.
Let’s make up a company: Tony’s Tires.
During Pride Month, Tony’s Tires sets up a display of rainbow-colored tires, hands out rainbow cupcakes, and even brings in the Michelin Man—now dressed as a drag queen. Sounds fun, right? It is—but only if Tony’s support goes beyond surface-level marketing.
If Tony is part of the 2SLGBTQIA+ community, or if Tony’s Tires is actively giving back—donating to 2SLGBTQIA+ organizations, supporting queer employees, or advocating for policy change—then it’s genuine. But if Tony is just cashing in on rainbow-themed marketing to attract queer customers without giving back, it’s rainbow washing.
The Business of Rainbow Washing: Facts and Stats
Spending Power: The global 2SLGBTQIA+ market is worth an estimated $3.9 trillion annually (LGBT Capital). Companies know this and use Pride campaigns to tap into this economic power.
Lack of Real Support: A 2022 study found that only 14% of Fortune 500 companies donate to 2SLGBTQIA+ causes despite many featuring Pride campaigns (HRC Foundation).
Corporate Hypocrisy: Many brands that display Pride colors also fund anti-2SLGBTQIA+ politicians. In 2021, major corporations donated over $1 million to politicians pushing anti-trans legislation while simultaneously running Pride ads (Popular Information).
Consumer Awareness: According to a 2023 survey, 72% of 2SLGBTQIA+ consumers prefer to buy from brands that actively support queer communities beyond marketing (Deloitte Insights).
How to Spot Genuine Support vs. Rainbow Washing
🔴 Red Flag: The brand rolls out rainbow products in June but stays silent on 2SLGBTQIA+ issues the rest of the year.
🟢 Green Flag: The company has inclusive policies, supports queer employees, and donates to 2SLGBTQIA+ organizations.
🔴 Red Flag: They slap a rainbow on their logo but donate to anti-2SLGBTQIA+ politicians.
🟢 Green Flag: They publicly advocate for 2SLGBTQIA+ rights and back it up with funding.
🔴 Red Flag: Pride merchandise exists, but no money goes to the community.
🟢 Green Flag: A percentage of proceeds from Pride products go directly to 2SLGBTQIA+ nonprofits.
What Can Consumers Do?
If a company’s Pride campaign feels performative, do your research. Check their donations, look at their track record, and support businesses that genuinely uplift the 2SLGBTQIA+ community.
Because Pride isn’t a marketing gimmick—it’s a movement.
Support brands that support us. Call out the ones that don’t.
