pinkwash
Cynical rainbow marketing
Pinkwash is to use support for LGBTQ+ causes as a public relations strategy, often to deflect criticism or create a progressive image.
A corporation might pinkwash by displaying rainbow logos during Pride Month while maintaining discriminatory policies.
Governments pinkwash to distract from human rights abuses elsewhere: Critics accused Israel of pinkwashing to draw attention from its treatment of Palestinians.
The term follows the pattern of whitewash and greenwash.
Superficial inclusion efforts
- performativeDone for appearance's sake
- virtue-signalingShowy ethical posturing
- hypocrisyPretense of virtue
- insincerityLack of genuine feeling
exploitation · commodification · appropriation · hollow · cynicism · opportunism · pandering · co-optation
False sustainability claims
- whitewashingConcealing unpleasant facts
- astroturfingDisguised sponsored advocacy
- smokescreenConcealment through misdirection
- facadeDeceptive outward appearance
camouflage · masquerade · spin · propaganda · mislead · deceive · misrepresent · distort
Creating distinctive identity
- marketingPromoting goods to consumers
- campaignOrganized effort toward goal
- PRStrategic communication management
- advertisementPaid promotional message
sponsorship · logo · merchandise · consumers · profit · capitalism · monetization · endorsement
Satisfaction from one's achievements
- rainbowRefracted light arc
- diversityState of varied elements
- inclusionBeing made part
- equalitySame status for all
visibility · rights · solidarity · community · parade · liberation · identity · queer
Organized economic protest
- protestPublic expression of disapproval
- criticismJudgment of faults
- scandalDisgraceful public affair
- accountabilityObligation for one's actions
transparency · activism · ethics · responsibility · call-out · expose · watchdog · investigative
tokenism
Superficial inclusion efforts
- performativeDone for appearance's sake
- virtue-signalingShowy ethical posturing
- hypocrisyPretense of virtue
insincerity · exploitation · commodification · appropriation · hollow · cynicism · opportunism · pandering · co-optation · superficial
greenwashing
False sustainability claims
- whitewashingConcealing unpleasant facts
- astroturfingDisguised sponsored advocacy
- smokescreenConcealment through misdirection
facade · camouflage · masquerade · spin · propaganda · mislead · deceive · misrepresent · distort · cover-up
branding
Creating distinctive identity
- marketingPromoting goods to consumers
- campaignOrganized effort toward goal
- PRStrategic communication management
advertisement · sponsorship · logo · merchandise · consumers · profit · capitalism · monetization · endorsement · strategy
pride
Satisfaction from one's achievements
equality · visibility · rights · solidarity · community · parade · liberation · identity · queer · gay
boycott
Organized economic protest
accountability · transparency · activism · ethics · responsibility · call-out · expose · watchdog · investigative · advocacy
pinkwashintegrity
Moral soundness and consistency
transparency · authenticity · honesty · consistency · ethical practice
pinkwashethical marketing
Commerce conducted with integrity
integrity · accountability · greenwash · whitewash · rainbow capitalism