rainbow washing en · NOUN
Etymology
In reference to the rainbow flag, and from terms like whitewashing and pinkwashing.
Meanings
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(uncountable) The practice of a company presenting itself as gay-friendly to improve its brand image.
In a world where gay politics are becoming more visible transnationally and globally, rainbow washing serves to paint a picture of a false reality […]
2016, Abbie E. Goldberg, The SAGE Encyclopedia of LGBTQ Studies, page 759:I'd like to also include rainbow washing. This type of marketing gymnastics occurs every Pride month when corporations unveil new rainbow promotions, decorations, and products for their brand.
2022, Britt Hawthorne, Raising Antiracist Children: A Practical Parenting Guide, page 155: