Somewhere Over The Rainbow Washing
Pride hasn’t always been all rainbows and glitter parties. Before it was a parade, it was a riot against the savage treatment of the LGBTQ+ community. Before #RainbowWashing, generations lived a life behind closed doors.
Born from the long and often bloody battle for equality, pride is something far newer than you might realise. Because of those first revolutionaries in the June 1969 Stonewall riots, being gay stopped being a criminal act in all 50 US states in 2003 (!) That's TWO THOUSAND AND THREE for those in the back. Across the pond, the UK just celebrated the 40-year anniversary of decriminalisation. Meanwhile, 36 out of the 53 countries of the Commonwealth still have laws that criminalise homosexuality.
We’re not talking about obscure laws that nobody knows about anymore. Being gay isn’t like putting a stamp upside down (fun fact: it’s treason in the UK to put a stamp with the Queen’s face upside down). The simple act of loving someone or even having an impure thought is regularly punished by death around the world.
In other words, if you’re into the whole equality thing, there is a whole lot of work ahead.
The Long Path Ahead
We’ve talked before about Brand Activism In An Age Of Bullsh*t. Socially conscious marketing is a real mixed bag in the 2020s. There are so many amazing companies out there talking the talk AND walking the walk. But there are plenty of marketing gurus that are happy to slap a rainbow over their logo and call it day.
It’s easy to see why rainbow washing is such a big deal. The buying power of the LGBTQ+ community is a whopping $917 billion. According to the latest marketing data, 54% of millennials will pick the package with the rainbow over their competitor.
Companies are scrambling for that cash and, as consumers, most of us are trying to support decent-ish companies. But, is it actually doing anything? Are we boosting the visibility of minority groups with rainbow bottles, black history month t-shirts, and all that other shit that makes us ‘feel-good’ that we’ve ‘contributed’?
Limited Edition Rainbow Packaging
So, we’ve got Hispanic Heritage Month… National Disability Employment Awareness Month… Black History Month…Women's History Month…Asian Pacific Heritage Month… and so, so much more. Whoever you are and whatever you’re up to, there’s probably a month for you. But, what about the other 11 months of the year?
For those of us in the design and marketing sphere who actually want to use our power for good, it’s key to look at the potential outcome of a project rebrand. Is it a cash grab or can a limited edition product actually fund positive programs on the backend?
Look at Ben & Jerry’s Pecan Resist, which offered transparent funding to Color of Change, Honor the Earth, Women’s March, and Neta. Even McDonald’s has had a positive campaign with the Immigrant Archive Project that highlighted Latino franchise owners who have turned flipping burgers into a highly successful career.
It goes to show that just because you are a big international conglomerate doesn’t mean that you’ve got to be evil… right?
The Dark Side Of The Rainbow
We vote with our cash. The money that we spend goes to creating the world that we want --- which is an idea that’s terrifying and empowering all at once. Fortunately, it’s pretty easy to dig up dirt on brands in the modern age.
Not so many pride months ago, we found out that both Puma and Gucci had rainbow sneakers that went to boost their brands and nothing more. There weren’t any non-profits linked to the campaign and, ultimately, those dodgy moves did more harm than good. People found out and dropped their oh-so-flashy kicks.
Meanwhile, in a darker hell hole way beyond the rainbow, brands like AT&T donated $1 million to a non-profit working to prevent suicide amongst LGBTQ+ kids. THEN, in just one single year, they gave $2.7 million to a whopping 193 anti-LGBTQ+ politicians. How’s that for a textbook case of more-harm-than-good?
How Not To Be Full Of Rainbow Sh*t:
A Beginners’ Guide
So, you’re a well-meaning brand. You’ve slapped a rainbow over your logo for the month. Now, what’s next?
Start by hiring the right people. Invite people to the table because of who they are, what they create, and the content of their character. If you want to appeal to the [fill in the blank] audience, bring them to the boardroom. LISTEN to them, EMPOWER them, and CREATE REAL CHANGES.
Highlight equality leaders who are making a real difference. Connect with non-profits who are saving lives and creating a brighter future.
And, yeah, the cash will follow. Forget the preschool marketing and work with legit change-makers who not only influence their community but better our future.
Illustration: Design-Hungry