Looking Back on Pride Month: Who were the Allies? And who were the Rainbow Washers?
From racial justice to human rights, it’s become commonplace for brands to take a stand. In fact, Edelman found that “belief-driven buying” has two-thirds of consumers reporting purchasing or advocating for brands based on their values. According to Edelman, “A stunning 84 percent of young Gen Zers (14-17) say that they buy on beliefs, with a five-point jump in the past year among those 18-26 years old and 64 percent saying they’re activist via brand choice.”
However, “taking a stand” in a divisive and reactive cultural landscape is admittedly easier said than done. While some companies are more than willing to continue to push the envelope, others are finding it harder to get it just right. Mainly, because Gen Z customers are demanding brands back up their talk with action. They’re calling out brands who aren’t living up to their promises or political stance online – and with their purchasing power.
Statements and donations are no longer the end all be all. As brands attempt to enter conversations around the issues that matter to their customers, it’s important that they do it authentically or risk being called out for “Rainbow Washing.”
What is Rainbow Washing?
Rainbow Washing (sometimes also referred to as “Rainbow Capitalism” is the term given to brands who will make superficial nods towards Pride–like changing their logo to match the Pride flag, making a donation, or sponsoring a parade–that don’t match their actions the rest of the year.
For example, 30 Amazon employees staged a “die-in” to protest the company’s sale of transphobic books amid their attempt to sponsor the Seattle Pride parade. What’s more, organizations like Data For Progress are looking closely to call out hypocrisy. For instance, their latest corporate Pride tracker noted that despite taking a public pro-Pride stance, Amazon was the 4th largest donor to Anti-LGBTQ+ candidates among fortune 500 companies.
Meanwhile, the U.S. Marine Core, an organization not exactly known for its contributions to love, peace, and gender acceptance, caught flack for its tweet featuring the Pride flag rendered through bullets. Not only is the violent sentiment of the statement at odds with the larger movement's goals of safety for LGBTQ+ people, it contradicts first-hand accounts of the treatment LGBTQ+ employees report receiving.
Another example of a brand that may have overstepped its cultural boundaries is the Postmates collab with Dr. Evan Goldenstein on a “bottom friendly menu.” Explained in full detail by Buzzfeed here, the overall goal of the campaign was to destigmatize sexual wellness as its discussed in the LGBTQ+ community. But the execution of the collab left many within the LGBTQ+ community joking about whether or not it is an appropriate message coming from Postmates. Overall, the absurdity of the campaign overshadowed its deeper message. While unsuccessful, the collab was deemed a mostly harmless, if unintentionally ironic example of just how far rainbow capitalism has gone.
How can a brand be an ally?
Now that we’ve covered the pitfalls to avoid, we wanted to shout out a few brands who got it right to commemorate Pride this year. To truly be an ally, brands must be willing to do 3 things:
1. Be Authentic: Pride month is about looking inward about how the brand can and does support the LGBTQ+ community. One of the most lauded brands celebrating Pride is Absolut Vodka. Their Out & Open campaign is the latest in decades-long allyship from the brand. Absolut tapped stars like Bowen Yang and aligned the cause with the brand: “to highlight the irreplaceable impact of LGBTQ bars and restaurants, and bring awareness to their plight as they face a steady decline in the industry by partnering with the National LGBT Chamber of Commerce (NGLCC).” The brand is being an effective ally by using its pull with celebs to push for inclusive spaces for the community.
2. Work year-round: Too often, LGBTQ+ issues and initiatives are relegated to Pride month and only Pride month. Abercrombie is one of the few brands that makes their Pride collection available year-round. The teen-favorite brand has co-created a collection with The Trevor Project, “the world’s largest suicide prevention and mental health organization for lesbian, gay, bisexual, transgender, queer and questioning (LGBTQ) young people.” The collection is available not only year round, but also for both the Abercrombie & Fitch and Abercrombie kids brands.
3. Lean into Celebration: For brands like Absolut & Abercrombie that have the history of meaningful LGBTQ+ allyship, leaning into celebration is always encouraged. This year, nobody did that better than Chersace. The glamorous collab is next-level Pride merch that capitalizes on the icon status of both Donatella Versace and Cher within the LGBTQ+ community to bring fun and levity to Pride (complete with a sizeable donation of course.)
Does your brand have to take a stand?
Contrary to popular discourse, Gen Z values don’t necessarily mean that every brand is expected to be “woke” or “activist,” taking the correct stand on every issue. However, if brands want to lean into popular buzzwords, trends, and communities with roots in activism (sustainability, inclusivity, female empowerment, etc.), there is increased pressure to speak like an activist.
From feminism to racial justice to gun reform, before a brand makes a public statement, it should reflect on how the statement aligns with the brand’s IRL practices. If the brands’ overall values, behaviors, and message are aligned, then making a statement is authentic.
KEY TAKEAWAYS:
The umbrella note here is to avoid Rainbow Washing at all costs. To be authentic, choose which issues are core to your brand and speak on those that are core to the brand and your customers.
When it comes to meaningfully addressing issues, monetary donations are no longer enough.
It’s more important than ever that a brand’s stated stance match their policies and practices. Pride month should be about celebrating the efforts ongoing year-round.
True accountability requires you to get outside of your comfort zone, and sometimes it's not received perfectly. At its core, activism is about making progress toward equity which means acknowledging the ways all of us, but especially brands, are falling short.