June is bursting out all over in rainbows – and it is dividing opinion as to what is appropriate when it comes to organisations promoting pride themed campaigns and products. Some brands are accused of profiteering from LGBTQ+- products, and “jumping on the rainbow capitalism bandwagon” highlighting more than ever that organizations must be authentic and true to their campaigns and support they offer.
What is Rainbow Washing?
Rainbow washing refers to the practice of organisations or brands using symbols and imagery associated with the LGBTQ+ pride movement for marketing purposes without genuinely supporting or advocating for LGBTQ+ rights. It’s a form of performative allyship where companies utilise the rainbow flag or LGBTQ+ themes in their advertising campaigns to appear inclusive and supportive, while failing to take substantive action or address systemic issues affecting the LGBTQ+ community.
During Pride Month, celebrated in June, rainbow washing becomes prevalent. Companies may release limited-edition rainbow-themed products, change their logos to incorporate rainbow colours, or engage in pro-LGBTQ+ marketing campaigns. However, these efforts often lack meaningful action or investment in LGBTQ+ causes and may even perpetuate stereotypes or contribute to the commodification of the LGBTQ+ community. This practice can undermine the authenticity and significance of Pride Month and dilute the original purpose of the LGBTQ+ pride movement. The movement aims to raise awareness about LGBTQ+ rights, celebrate diversity, and advocate for equality and inclusion.
Critics argue that rainbow washing perpetuates a shallow and opportunistic approach to LGBTQ+ inclusion. Companies prioritise profit over meaningful support and engagement. It’s crucial for consumers to be discerning and look beyond surface-level gestures. They should identify companies and organisations genuinely committed to advancing LGBTQ+ rights and fostering a more inclusive society. Rainbow washing during Pride often diverts attention from larger systemic issues faced by the LGBTQ+ community. It creates a false sense of progress while neglecting the need for meaningful social and political change.
How to Prioritise Inclusivity in the Workplace
Offering genuine support and commitment to LGBTQ+ employees transcends mere symbolic gestures like hanging rainbow flags or hosting Pride events. While these gestures are commendable, LGBTQ+ employees seek deeper actions. According to research by TUC, one in five workplaces lacks policies supporting LGBTQ+ staff.
To authentically support LGBTQ+ employees during Pride Month and beyond, consider initiatives such as encouraging the inclusion of pronouns in emails and name badges, and providing gender-neutral bathrooms. Displaying imagery and communications that reflect inclusivity throughout the workplace is also crucial. Consider updating the Pride flag to the Progress Pride flag, which better represents queer people of colour, the trans community, and intersex people.
Ensure family leave policies are inclusive of all types of families and support gender-affirming care. Currently, less than half of HR managers report having family policies that equally apply to LGBT workers, highlighting gaps in inclusion. Benefits such as family leave should accommodate diverse family structures, including adoption and surrogacy, and avoid focusing solely on maternal and paternal roles.
Leadership should foster safe spaces for LGBTQIA+ employee groups to lead discussions on workplace inclusivity. Establishing mentorship networks and providing ongoing resources demonstrates year-round commitment to the professional growth and inclusion of LGBTQIA+ employees.
Investing in ongoing diversity training reinforces a culture of understanding and acceptance. Tailored LGBTQ+ diversity training raises awareness of unconscious biases, promotes respect, and equips employees with practical tools for fostering an inclusive environment.
How Can Wellity Support You?
It is important for companies and organizations to move beyond rainbow washing and engage in meaningful action, advocacy, and support for LGBTQ+ rights. Research has found that only 1 in 3 companies who have LGBTQ policies have updated them in the last 12 months. Genuinely inclusive practices involve actively promoting equality, fostering safe and inclusive workplaces, supporting LGBTQ+-led initiatives, and advocating for systemic change to create a more equitable society for all.
A Wellity session ‘Inclusive Leadership’ will empower attendees with the awareness and knowledge to cooperate and communicate with respect, embrace differences, address concerns in a constructive way and help contribute towards a collective vision built on a collaborative, respectful and harmonious work culture.
Objectives:
- Envisaging what a positive and inclusive working environment looks like
- Understand the benefits of fostering a positive and inclusive working environment and working relationships
For any information on this session or others we offer, contact us at hello@wellityglobal.com.