How To Detect Rainbow Washing Versus Genuine LGBTQ+ Support [Forbes]
Unilever PLC (UL)
US:NYSE Investor Relations:
unilever.com/investor-relations
Company Research
Source: Forbes
Green, blue, pink – there is hardly a colour left that corporate marketers haven't tried to wash their dirty laundry. Veteran activists may recall the birth of ‘greenwashing' as a phrase in the late 1980s. Around the same time, ‘pinkwashing' entered the lexicon, first in relation to insincere advocacy for breast cancer awareness, and later referring to hollow support for the LGBTQ+ community. The latter is now commonly differentiated as “rainbow washing”. All were originally conceived from ‘whitewashing', a practice by which imperfections in a surface could be smothered under a layer of lime paint. For companies, it means drawing attention away from poor behaviour by loudly proclaiming what is in reality superficial support for various social and environmental causes. Why is rainbow washing a problem? Of course, this hypocrisy must be separated from genuine advocacy. In the modern era of social media scrutiny, it is important to appreciate that ethical brands do exist and are
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