By Kelly Knutson, Director, Coalition for the Delaware River Watershed
What Rainbow-washing Means:
Every June, in honor of Pride, companies and organizations are quick to turn their logos rainbow to express their “allyship” of the LGBTQ+ community (Lesbian, Gay, Bisexual, Transgender, Queer, Plus).
This passive gesture, however, isn’t showcasing how brands actually support and advance LGBTQ+ rights, or promote inclusivity in their marketing, programmatic efforts, overall structure and more. This empty proclamation has a name, rainbow-washing, which alludes to promoting “equality” online while demonstrating minimal commitments to reducing oppressive policies posed onto marginalized communities. This practice is like green washing, where companies appear environmentally friendly via marketing, while in reality are furthering direct harm onto resources we all depend on.
In recent years, the LGBTQ+ rainbow has become trendier and viewed by some entities as a means to generate profit or appeal to new demographics. The rainbow as a symbol has meaning, but it is diluted when companies misrepresent decades of advocacy for LGBTQ+ rights for their own financial gain. These norms of exploiting a community for profit are harmful and distracts consumers from directly supporting LGBTQ+ artists or businesses actively working towards dismantling disparities faced. Despite marriage equality becoming legalized in 2015, the LGBTQ+ community continues to experience violence and discrimination based on expressing their identity in everyday life. These are furthered by policies being passed across the nation that limit education of LGBTQ+ in the classroom or restrict rights of trans empowerment. A company cannot, and should not, promote LGBTQ+ inclusivity while also donating or supporting key influencers behind these hateful acts.
Rainbow Flag: A Powerful Symbol of Pride
In June of 1969, an uprising at the Stonewall Inn catalyzed the Gay Liberation Movement in the United States. Throughout June, we recognize and honor the activists, lives lost, and impact made onto history. President Obama declared the Stonewall Inn as a National Monument in 2016 recognizing and protecting its cultural significance. 2022 marks 52 years of celebration since the first pride march was held in 1970.
The flag, originally created by Gilbert Baker, has been altered overtime to support various aspects of the community it represents. In 2021, a rendition by Daniel Quasar emphasized the importance of Black, Brown, and Transgender voices in the LGBTQ+ Community. Even today, the flag doesn’t represent all identities encompassed under LGBTQ+ and many have their own unique colored designs that’s embraced.
These flags are powerful symbols of visibility and expression that are recognized internationally. They’re not intended for companies to falsely promote solidarity when in fact they’re attributing to unjust policies that prevent queer communities from flourishing. Not everyone’s true colors show but look deep to find if companies support pro-LGBTQ+ practices. A brand is a community and unless it authentically reflects pride and LGBTQ+ civil rights, your organization may be considered rainbow-washing.
How to Authentically Celebrate Pride
To avoid these performative actions, the Coalition encourages members to authentically uplift LGBTQ+ voices and practices, not only in June, but all year long. We invite you to utilize the Coalition’s Pride Social Media toolkit.
At CDRW, we’re evaluating our operations and developing concrete steps to amend harmful systems in our organization. It’s vital we promote a culture within our watershed-wide work that promotes LGBTQ+ and other communities to advance a healthier Delaware River region.
Here’s just a handful of ways to support LGBTQ+ this Pride month and beyond.
Reduce operational barriers― Eliminate oppressive practices in your company that discourage LGBTQ+ from thriving and being their authentic selves
Representation matters ― hire more LGBTQ+ employees and showcase actual same-sex couples or members of the LGBTQ+ community in marketing/advertising.
Call your elected official ― prevent harmful policies from advancing across the nation. Ask your legislator to take a stance and vote for LGBTQ+ candidates in every election. Your voice matters.
Post authentically ― use your platform to help inform your audiences of LGBTQ+ history, organizations, leaders etc. Avoid the statement or rainbow logo change as symbolic gestures.
Be an informed consumer ― don’t partner or purchase brands for their convenience. Support LGBTQ+ based companies and artists whenever possible.
Be an actual ally ― do your research and become informed on LGBTQ+ rights and challenges faced. The community needs more allies to advocate against further harm and hate.