Social Media, Technology and Peacebuilding Policy Brief No.165
Rainbow-Washing: Corporate Co-optation and Hashtag Activism
Jody Oetzel
August 2, 2023
Image: panyajampatong/Shutterstock.com
This Policy Brief places ‘rainbow-washing’, or utilizing LGBTQ+ imagery for commercial ends, in a broader conversation of hashtag activism and considers when these displays represent authentic allyship as opposed to performative activism. While rainbow-washing is most frequently observed in an American context, global displays of Pride-themed brand activism in India and the Philippines are also considered. The Policy Brief ends with recommendations for consumers and corporate entities to prevent the co-optation and commercialization of LGBTQ+ symbolism.