What is pinkwashing? And why you as an employer can make a difference

In June, many companies color their logo pink or rainbow for Pride Month. But what is behind it? Real involvement with the LGBTQIAP+ community? Or mainly marketing? This is where the term pinkwashing comes in.

What does pinkwashing mean?

Pinkwashing refers to the use of LGBTQIAP+ symbolism, such as rainbow flags or Pride campaigns, without there being any actual inclusion or support for the LGBTQIAP+ community within the organization. It is a form of superficial diversity policy: a company radiates inclusivity to the outside world, but little to nothing changes internally.

How do you recognize pinkwashing?

Pinkwashing is sometimes difficult to recognize, because it is often hidden behind well-intentioned campaigns. Yet there are clear signals. Think of companies that only visibly show support for the LGBTQIAP+ community during Pride, but remain silent outside of it. Or organizations that profile themselves with inclusive slogans, while there is no internal diverse workforce, no explicit inclusion policy and no room for safe conversations about gender and sexual diversity. The lack of transparency – for example about how inclusive their HR policy really is – can also be a sign. Real allyship is visible in policy, behavior and culture, not just in branding.

Examples of pinkwashing

A company that uses a rainbow logo, but does not have an inclusive policy, does not offer a safe working environment for queer employees or even supports organizations that have anti-LGBTQIAP+ policies, is an example of pinkwashing. If employees do not feel space to be themselves in the workplace, while the company does present itself as an “ally”, that is also a signal.

Why is it harmful?

Pinkwashing undermines the real work of people and organizations that fight for equal rights and safety for the LGBTQIAP+ community. It can create distrust among both employees and consumers, and damages the credibility of your brand.

How do you prevent pinkwashing as an employer?

True inclusion starts from within. This is what you can do as an employer:

• Listen to your employees from the LGBTQIAP+ community.

• Implement inclusive HR policies, for example in the areas of leave, forms of address and safe reporting procedures.

• Offer training on awareness, microaggressions and inclusive communication.

• Support LGBTQIAP+ initiatives not only in June, but throughout the year – and show this in your actions.

• Measure and evaluate your inclusion policy regularly.

Summarized everything you want to know about pinkwashing

Diversity and inclusion are not marketing tricks. Show that your organization is genuinely working on a safe, inclusive workplace for everyone. This way you not only prevent pinkwashing, but you also build trust, loyalty and a stronger organizational culture.

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