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Blend of pink and whitewashing.


pinkwashing (uncountable)

  1. The practice of a company using support of breast cancer-related charities to promote itself and its products or services.
    • 2011, Our Bodies, Ourselves, Touchstone (2011), ISBN 9781439196656, unnumbered page:
      One such pinkwashing campaign was KFC's "Buckets for the Cure," an attempt by the fried chicken franchise to raise breast cancer awareness in partnership with Susan G. Komen for the Cure.
  2. (LGBT) The practice of presenting something, particularly a state, as gay-friendly in order to soften or downplay aspects of its reputation considered negative.
    • 2012, Tim Murphy, "A Gay Community Center's Middle-East Problem", New York Magazine, 6 March 2012:
      Several protesters, many of whom said they were Jewish, invoked what they called pinkwashing, Israel's alleged touting of its progressive stance on gay rights as a way of deflecting global attention away from its treatment of Palestinians.




  1. Present participle of pinkwash.