In the context of ESG, there is increasing talk of greenwashing. This is an attempt by a company to present its products as more environmentally friendly than they are. They do this through gratuitous use of eco-labelling, vague sustainability terminology with no real meaning and inaccurate promises of carbon-conscious manufacturing.
A new phenomenon is also emerging, pinkwashing. The term comes from the English word for the colour ‘pink’ and the ending ‘washing’, which means ‘to conceal or gloss over past deeds or mistakes’. The same ending is also used in other terms that refer to practices considered insincere, such as greenwashing.
Where it comes from
The color pink was chosen because the term was first used by Breast Cancer Action activists, and it is the color of campaigns to raise awareness about the topic. They then criticised companies that used carcinogenic materials in their products, while at the same time supporting campaigns to fight breast cancer.
The meaning today
Over time, the meaning of pinkwashing has changed. Today, it is a term used to refer to the practice of trying to profit from perceived support for LGBTQ+ rights, often as a way of making a profit. Every year in June, thousands of brands across all categories launch what is called the “Pride Activation Campaign,” targeting people in the LGBTQ+ community. If the idea is to show them how progressive they are without actually taking any action to benefit or move forward LGBTQ+ rights, that’s pinkwashing. However, advocates argue that it creates visibility for the LGBTQ+ community, which is especially important for people in more conservative areas.
Brand strategy
Marketing textbooks talk about brand loyalty. People want their brands to uphold the same values and beliefs that they have. Through Corporate Social Responsibility (CSR) and ESG, transform companies, taking them from indifferent to proactive in achieving equity. To protect themselves from pinkwashing, companies need to be authentic in their messaging. Brands must seek empathy in their communications strategy.
A company, for example, cannot claim to care about diversity and positive body image if it presents standardized beauty clichés in its advertising campaigns. To show action, not just words, companies can partner with organizations that support community causes to make a real difference in society.
