Rainbow logos will return to their original form.
Panel discussions will ease off.
Pride merchandise will soon be on sale.
June is over. But does that mean our fight towards inclusion comes to a halt?
In this context, let's delve into the concept of "rainbow washing" and explore the complexities surrounding the phenomenon.
The Story Behind Rainbow Capitalism
Often known as “pinkwashing”, rainbow capitalism refers to the practice of companies presenting themselves as supporters of LGBTQ+ causes and communities, while simultaneously capitalising on the trend and making a profit out of it.
The logic behind rainbow capitalism is simple;
Financial Gain > Actual Support
The Hypocrisy of Corporate Allyship
During the Roman era, there was a widely used term called Persona. It referred to a “mask that concealed one’s true selves”. Corporate allyship does feel like that sometimes.
Most companies speak about being allies to the LGBTQ+ community during Pride Month, but when it comes to consistent action, they fall short. You'd be surprised to know that 23 percent of Indian employers still don't prioritise diversity and inclusion.
And don't even get us started on performative activism. You see it all the time, companies jumping on the Pride parade float or making grand statements of support, but then what?
The Role of Self-Reflection
Being an ally for the LGBTQ+ community requires more than just outward support. Self-reflection allows you to understand and address your biases and privileges. It involves questioning societal norms, stereotypes, and prejudices and creating a space for acceptance.
As June comes to an end, let’s take a moment to ask ourselves, “Is somebody’s identity worth commercialising?”
And then, let’s take another moment to reflect on the answer.
Psst! This blog was made with💚 and created after some thought by a real person. #NoGenerativeAI