“Rainbow washing” and “blackwashing”: these are the latest terms with which the hypocrisy of large multinational companies can be defined regarding the issues of inclusion and the fight against discrimination.
Whether it's Pride Month or protests against systemic racism, corporations seem increasingly interested in riding the wave of the moment with cosmetic initiatives, only to then return to business as usual as soon as the spotlight turns off. A worrying trend that highlights the contradictions of a system divided between the growing ethical expectations of consumers and the "usual" hunger for profits.
Rainbows everywhere, flags and raised fists: corporate activism
June, as you will know, is Pride month, and big companies regularly paint themselves in the colors of the rainbow. Revisited logos, ad hoc advertising campaigns, declarations of support for the LGBTQ+ community. So much zeal, to the point of raising more and more doubts about the authenticity of the commitment. A phenomenon now known as "rainbow washing", i.e. the instrumental use of LGBT issues to improve one's image and attract new consumers.
The same dynamic that is repeated even when the protests against racism and discrimination set the streets alight. In these cases, companies are quick to publish solidarity posts, launch awareness initiatives, and promise greater inclusion. Only to then, too often, return to normality as soon as the media waters calm down.
From posts to policies: the gap between words and deeds
The problem, essentially, lies not so much in the declarations of intent, but in their translation into concrete and lasting actions. Behind the glossy campaigns and messages of support, there is often a lack of content and real commitment.
Companies seem more interested in capitalizing on the moment than driving real change. These are cosmetic operations, which do not affect company policies, the composition of the boards, or the conditions of workers.
As proof of this, just think of how, once the media wave has passed, many companies cut back on diversity and inclusion programs. A phenomenon highlighted by numerous studies, which show how the positions linked to the so-called DEI (Diversity, Equity, Inclusion) they are often the first to jump in the event of restructuring or economic difficulties. In the US, DEI-related jobs (increased after George Floyd's killing) last year they decreased again, and a lot: by 44%.
Black, Green, Future, Rainbow washing: the hypocrisy of “woke capitalism”
The underlying problem, forgive me for the "philosophy", is always the same. People, and I deliberately say "people", who repel the term "consumers", want to be more aware of what they buy, and who sells them things.
The answer is cosmetic empathy. It is a form of capitalism that cloaks itself in social awareness only when convenient, without ever questioning its underlying mechanisms. It's all a "wash": on racial issues, on inclusive ones, on ecology. On the whole. And the more she “washes,” the duller things seem. A dangerous trend, because it risks emptying the battles for rights of meaning and generating a widespread sense of mistrust in consumers.
Companies can no longer afford to do what they like. People, especially the new generations, demand consistency and authenticity. They expect the values advertised to be reflected in the entire production chain, in hiring policies and in investment choices.
From Barilla to Volkswagen: if the company is bluffing
In recent years, suspicions of rainbow washing have involved various brands, including well-known ones. One of the most striking cases is that of Barilla: in 2013, after some homophobic statements by CEO Guido Barilla, the company tried to rehabilitate its image by adopting rainbow logos during Pride Month, without however taking concrete actions to support the LGBTQ+ community.
In the USA, the fast food chain Chick-fil-A she ended up in the eye of the storm in 2019: she launched a "rainbow sandwich" for Pride, but was accused of hypocrisy for having donated millions of dollars in the past to organizations opposed to LGBTQ+ rights.
The case is similar Target, that in 2016 proposed a line of rainbow merchandising without donating part of the proceeds to LGBTQ+ causes or demonstrating real commitment.
In Germany, in 2018, Volkswagen was criticized for a campaign featuring a gay couple to promote a car during Pride, without however having demonstrated concrete attention to LGBTQ+ rights beyond the advertising initiative. The list could be much longer, and is purely indicative of a problem.
Rainbow washing, towards a new paradigm of social responsibility
Faced with this criticism, some companies are trying to change course, to move from words to deeds. Concrete support initiatives for discriminated communities, internal training programs on diversity issues and partnerships with organizations involved in the field are multiplying.
But the road is still long and requires a profound rethinking of the relationship between business and society. A rethink that puts social responsibility at the center not as a passing fad, but as a founding pillar of entrepreneurial action.
Only in this way will companies be able to transform themselves from "part-time activists" to true protagonists of change. And contribute to building a more just and inclusive society, going beyond colored bracelets and symbolic gestures.
“Rainbow washing”, “blackwashing” and other similar things must go. And quickly too. As the old adage goes, “it's not enough to appear, you have to be”.
