rainbowwashing
You know it: on the first day of pride month almost all commercial companies release a rainbow product and social media is full of newsjackers. All of this has been designed to create an emotional bond with (potential) customers. Rainbowwashing/Pinkwashing is promoting LGBTQIA+ messages or products, without sincerity. In other words, organizations are trying to sell a product or create loyal customers without being real supporters.
But isn't visibility and support good for the LGBTQIA+ community? Yes and no. Of course, it's fun for people in the community to see a rainbow flag hanging in a shop window. But it's really nice to be treated with respect and to be given equal opportunities. And that does not happen within every organization. Not even when they act like they're working for the community.
greenwashing
A similar phenomenon is greenwashing. This is the case when a product or company is marketed as very environmentally friendly, even though this is not the case. Think vague claims or empty terms that consumers think is a more environmentally friendly option than a 'normal' version of a product. Companies do this, for example, by putting the word “green” on packaging without further substantiating this. It is often not clear what terms such as “green” and “eco-friendly” mean exactly or what environmental aspects this would relate to — and in such a case, these types of labels may also have no meaning at all.
There are also organizations that do do something in the field of sustainability, and then expand it. In doing so, they focus on sustainable activity to create the illusion that they are aware of the environment. Meanwhile, it may just be the case that the same organization has an enormously polluting process.
the pitfalls of rainbowwashing and greenwashing
Consumers are being misled by rainbowwashing and greenwashing. When this comes out, the reputation of an organization be affected. This has consequences for the reliability of an organization in the eyes of consumers. It is therefore not only important to make ethical and moral considerations, but it is also essential to take action.
Rainbowwashing and greenwashing can also cause damage by removing the urgency of a problem. For example, because it seems like a lot is already being done to solve it (think of the bystander effect). Other organizations are reducing the need to commit themselves to it, even though their commitment is desperately needed.
how is it possible then?
If you want to create a strong identity as an organization, it is important that choices are made out of passion. Do you and your organization have an impact on the environment or the LGBTQIA+ community, or would you like to? Be sure to let this show! Because the fact is and remains: it works. Not only in the eyes of consumers, but also for the cause you are committed to. But are you unable to deliver on these promises or are you not doing this effectively? Then stay away from vague claims and statements/products that create this illusion.
Here are a few initiatives to consider:
• Couple concrete, measurable goals and measures: Make sure your organization has a sustainability and inclusion policy. Set a number of goals within that policy and report regularly on their progress.
• Collaborate with external parties: Show that you are socially involved and that you are working to improve the planet/human rights, etc. in other ways, including outside the sustainability and inclusion policy.
• Be accountable and reported: This ensures that you are regularly reminded of the responsibility you have placed on yourself.
choosing burglars
When your organization has set a number of points of attention and goals, it's fun to do something with the results. For example, consider a social media post on a day that has to do with the goal. The great thing about this is: if you are really committed to the goal, you can incorporate part of the report into it to reinforce your message. Still having trouble finding suitable intruders for your organization? We'd love to help you!
