Pinkwashing: what is it and how to avoid it in your brand?

It is increasingly common to see countless brands (large and small) joining political, social, cultural, etc. causes; citizen movements, holidays and other dates that are important to the general public.

However, many of these times it is only to join the conversation, an opportunistic way to participate, and not because there is a genuine concern on the part of the brands. This is known as pinkwashing.

WHAT IS IT?

Pinkwashing stems from the context of the LGBTI+ community and refers to the variety of marketing strategies that are dedicated to promoting the brand on the condition that it is sympathetic to a specific social cause, all with the aim of being seen as a modern, progressive brand and so on. By this we do not mean that it is right or wrong to join social causes through a brand, but that if it is done, it should be done responsibly and with a clear justification. As a brand, it is important to maintain a good image and for this it is necessary to know when to speak out and when it is better to keep quiet.

A clear example of pinkwashing was Pepsi’s campaign in 2017 when they proclaimed themselves in favor of the #BlackLivesMatter movement, but they had to withdraw their advertising related to it because the public considered it opportunistic and insensitive to the cause.

HOW TO AVOID IT?

Now, why do brands tend to support these types of causes openly? According to studies, when choosing a brand to consume, the public generally tends to choose those who are committed to a charitable cause. In other words, if the campaign is carried out in a careful and justified way, it is more likely that people will end up consuming the products or services of that brand.

To avoid falling into the pinkwashing trap, the brand must firmly believe in the statements it makes in favor of the brand and demonstrate it in its practices as a company. That is, do not leave it only as an isolated gesture and be transparent about how you show your support to the cause, it should be considered as a non-profit action.

As a company, asking yourself a series of questions before openly supporting a social cause can help you rethink your objectives and true motivations, for example:

How does my brand relate to the cause?
What values do they have in common?
What does the cause invite to reflect?
How can I commit to do my bit for the cause?

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