For example, in 2020, major corporations (i.e. But when you examine each company’s policy towards LGBTQ+ employees, advocacy for the LGBTQ+ community, and what they do with the proceeds, you will find that many do not put their money where their rainbow-stained mouth is. June in the US usually sees a wave of rainbow and not just from those celebrating Pride Month many companies display rainbow colors in their logos and sell rainbow-colored products. In many discussions and analyses, this concept is called ‘pinkwashing,’ especially in relation to Israel, but I prefer to use “rainbow” because pink was originally used to represent homosexuality and a rainbow is more demonstrative of all the LGBTQ+ identities. The rainbow washing used by companies is usually called rainbow capitalism. Rainbow washing is when establishments use the LGTBQ+ community as a smokescreen to whitewash human rights violations or as a way to make money off of uninformed consumers.
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