The Performative Solidarity of Corporate America
Rainbow logos for fictional evil corporations. Courtesy of gay_irl on Tumblr.
Earlier this month, a friend texted me an image of logos for fictional evil corporations in rainbow colors. I laughed, but it felt hollow and all too real. Dubious corporations slapping a rainbow over their logo to gain social clout isn’t fictional at all. In fact, it’s all over my social feeds. The issue? Using Pride colors doesn’t make you an ally.
What is rainbow washing?
Also called “pink washing,” rainbow washing is a term that refers to corporations using Pride month to cover up bad business practices. It’s a phrase borrowed from green washing, in which companies seek to profit from environmental concerns while still putting out pollutive products. Washing refers to a superficial “wash” of virtue-signaling and a lack of deeper support for the issue.
Each June, the LGBTQ+ community celebrates Pride and the activism of the queer folks before us (especially Black trans women) who fought for our right to exist. Pride happens in June because of the Stonewall Riots of June 28, 1969 in New York City in response to police violence against the community. Pride is political. It is radical.
I am glad that these companies are recognizing Pride. But if changing their logo is as far as it goes, if they do nothing to ensure a more equitable workplace for queer employees and especially if they fund anti-LGBTQ+ causes, these companies profit from exploiting a community they discriminate against.
Where does rainbow washing come from?
Using the Pride flag originates from a real place of support and activism. It began with LGBTQ+ friendly companies showing their solidarity at Pride parades and creating rainbow merchandise for Pride month. Many of these original rainbow tees, flags, socks and what-have-you were a way to raise funds for organizations doing important activism and resource-based work like The Trevor Project and the Human Rights Campaign.
Pride is far more popular now than it was back in ‘69. Visible support for LGBTQ+ rights is mainstream, cool, even expected. Corporations realized that huge social and monetary incentives exist for brands that appear queer-friendly. Now, everyone wants to get in on the glitter-and-rainbow-filled party that is Pride. In past years, the Los Angeles parade has even gone by the moniker “gay Coachella.” But often, organizations without a history of queer support are not willing to compensate queer creators or donate to queer causes.
Don’t get me wrong, I’m happy to have plenty to choose from when it comes to Pride gear. Just don’t pretend it’s anything more than selling me a rainbow fanny pack.
My LinkedIn page is chock full of rainbows. But I guarantee you not all of these companies make space for LGBTQ employees to feel safe and equal in the workplace. Equality is a year-round effort and a PR campaign is not allyship. It’s tokenizing and commodifying the community a company professes to support.
Graphic made by Director of Marketing, Karla Rubalcalva
It’s wonderful that corporations now want to show their support for Pride rather than criminalizing it; we have come a long way. But Pride began as a protest. In many ways, it still is. A 2019 survey by YouGov found that, in the UK, workers that identified as LGBTQ+ were paid on average 16 percent less than straight peers. This year in the Southern US, we are fighting against a wave of hateful anti-trans legislation that targets already vulnerable children. And so, I get a little angry when companies try to not only join the parade—they also make it about them.
Organizations that actively work against LGBTQ+ rights painted their logos with our flag this month. Most notably, Pinkerton, an organization well-known for violently breaking up protests and strikes, has turned their signature eye rainbow. Washington Representative Pramila Jayapal has called out organizations that have rainbow profiles on Twitter and yet are major backers of homophobic congressmen and Senators. AT&T, Walmart, Wells Fargo and American Airlines have all donated generously to Mitch McConnell and other Republicans while they actively block the Equality Act. Passing the bill would expand the Civil Rights Act to prohibit schools and workplaces from discriminating on the basis of sex, sexual orientation or gender identity. If these companies actually supported equality, wouldn’t they put their funding and influence toward helping the bill pass?
Of course, this is not an exclusively queer issue. Remember last summer, when thousands of corporations pledged money to social justice groups? Turns out, according to Creative Investments Research, the total donated so far is less than one percent of what was promised. Whether the justice in question is for BIPOC or LGBTQ+ communities, corporate America often ends up commodifying rather than standing with minority groups.
How to know if a company legitimately supports LGBTQ+ rights
The Human Rights Campaign keeps track of corporate practices relevant to LGBTQ+ employees with their yearly Corporate Equality Index. Companies are rated according to their commitment to policies like harassment protection, inclusive benefits and social responsibility. If that sounds a little too much like homework, keep your eyes peeled on July 1. If everything is business as usual, it’s likely that the company in question was just after queer cash.
But where can I get Pride gear responsibly?
Your best bet is to shop at brands by and for queer people. It’s a lesson we’ve learned when it comes to supporting the BIPOC community and it applies to your rainbow friends as well. If you really want a gold star, buy from Black queer creators like Two Minds Press and A Tribe Called Queer.