Post by account_disabled on Mar 10, 2024 1:24:44 GMT -8
Candy, products, limited edition clothing, and other items are filled with colors related to the rainbow to celebrate LGTB+ pride, and show the commitment of companies in terms of inclusion, diversity, and equality.
Some people embrace and celebrate the launch of these articles and advertising campaigns, but others question the real reason behind these advertising strategies and call brands for “pinkwashing.” Who is right?
¿Pinkwashing?
The term “pinkwashing”, also known as pink washing or image washing, refers to the various marketing strategies carried out by companies, institutions and organizations to appear sympathetic to the LGBT+ community.
The word originated in the 90s by Breast Cancer France Mobile Number List Action, an organization that took this term to point out the lack of commitment and honesty of companies, as well as highlight the hypocrisy of some brands that only supported the fight against that disease or other causes due to corporate interest and public relations strategy.
Such is the case of the M&S campaign, which presented a sandwich made of tomato lettuce, bacon and guacamole to support the LGBT+ community. However, only a percentage of the profits from this product would go to LGBT+ funds.
This led Internet users to label the company and its campaign as a pinkwashing strategy.
For a long time, brands have made various efforts to support the LGBT+ community, promote inclusion and diversity. Some companies have understood that this commitment must not only be made or demonstrated during a specific day but throughout the year, otherwise it can lend itself to a pinkwashing strategy.
From this philosophy, campaigns such as the Disney short film have been born, which tells the story of Greg and his boyfriend. So far it has received a positive response.
Some people embrace and celebrate the launch of these articles and advertising campaigns, but others question the real reason behind these advertising strategies and call brands for “pinkwashing.” Who is right?
¿Pinkwashing?
The term “pinkwashing”, also known as pink washing or image washing, refers to the various marketing strategies carried out by companies, institutions and organizations to appear sympathetic to the LGBT+ community.
The word originated in the 90s by Breast Cancer France Mobile Number List Action, an organization that took this term to point out the lack of commitment and honesty of companies, as well as highlight the hypocrisy of some brands that only supported the fight against that disease or other causes due to corporate interest and public relations strategy.
Such is the case of the M&S campaign, which presented a sandwich made of tomato lettuce, bacon and guacamole to support the LGBT+ community. However, only a percentage of the profits from this product would go to LGBT+ funds.
This led Internet users to label the company and its campaign as a pinkwashing strategy.
For a long time, brands have made various efforts to support the LGBT+ community, promote inclusion and diversity. Some companies have understood that this commitment must not only be made or demonstrated during a specific day but throughout the year, otherwise it can lend itself to a pinkwashing strategy.
From this philosophy, campaigns such as the Disney short film have been born, which tells the story of Greg and his boyfriend. So far it has received a positive response.