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So while their colorful logo and hefty donation are nice, their commitment to the LGBTQIA+ community is quite obviously situational, temporary, and inauthentic. However, upon deeper investigation, we’ve learned that between 2017-2018 alone, AT&T donated $2,755,000 to 193 different anti-gay politicians. A huge, multi-million dollar company is vocally supporting LGBTQIA+ rights and donating a good chunk of change to a great organization. While we’ve already touched on the general definition of “rainbow-washing”, we’ve found that offering a tangible example does wonders.īack in June 2018, they showed off a lovely rainbow version of their logo and donated $1 million to The Trevor Project, an organization that works to prevent suicide in LGBTQIA+ youth.Īt first glance, this looks awesome. So, what can you do to make sure you’re not “rainbow-washing” your own brand this year?
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What’s wrong with that situation? While it’s nice to see brands visibly supporting the LGBTQIA+ community, if it’s the only time in the entire year they’re somewhat vocal about queer issues or supportive of LGBTQIA+ rights, then we’re not impressed. The term “rainbow-washing” popped up more recently and refers to the act of brands slapping a rainbow flag sticker on their products in hopes of increasing June sales without putting any real effort in. The goal of Pride is to celebrate the LGBTQIA+ community and their massive impact on the world - culturally, politically, and environmentally. Pride traditionally falls in the month of June and commemorates the Stonewall uprising, which occurred in 1969 in Greenwich Village. Pride month is upon us, so first let’s start this out right by wishing the entire LGBTQIA+ community a joyous, safe, and reaffirming Pride.īut, for those of you who aren’t as familiar with Pride month, or the term “rainbow-washing”, let’s start with the basics.