rainbow washing

English

Etymology

In reference to the rainbow flag, and from terms like whitewashing and pinkwashing.

Noun

rainbow washing (uncountable)

1. (LGBT) The practice of a company presenting itself as gay-friendly to improve its brand image.
   • 2016, Abbie E. Goldberg, The SAGE Encyclopedia of LGBTQ Studies, page 759:

     In a world where gay politics are becoming more visible transnationally and globally, rainbow washing serves to paint a picture of a false reality […]

   • 2022, Britt Hawthorne, Raising Antiracist Children: A Practical Parenting Guide, page 155:

     I'd like to also include rainbow washing. This type of marketing gymnastics occurs every Pride month when corporations unveil new rainbow promotions, decorations, and products for their brand.

Related terms

• rainbow capitalism