thread Re: Pride Month & Rainbow-washing in Pride in Business: LGBTQ+

Pride Month & Rainbow-washing

WoodCandleCo — Thu, 20 Mar 2025 21:16:48 GMT

I go back and forth on this all the time. As an LGBTQ+ business, I want to give back to my community and I feel like Pride month is a great time to do this. Starting to think about Pride and looking for community insight...

How do you feel when a business says something like, "10% of sales for June go to XYZ".

Does it feel like rainbow-washing?
Does it feel different if it's a small vs corporate business?
Does it feel more like rainbow-washing if you see it in an ad or post vs organically while shopping the store?
If you don't like it, is there something that would make you feel better about businesses tying their sales into Pride?
If you like it, are there certain amounts, items, organizations, etc. that you feel are more impactful?

Happy Pride today, and every day!

Re: Pride Month & Rainbow-washing

kristen — Fri, 02 May 2025 21:04:33 GMT

Hi Tyler! I'm gonna chime in here with my two cents, since there haven't been responses yet.

How do you feel when a business says something like, "10% of sales for June go to XYZ".

Does it feel like rainbow-washing?
- Not to me! It seems like a reasonable way to show support and to raise some funds for some great LGBTQ+ organizations.
Does it feel different if it's a small vs corporate business?
- For me, and this is just my opinion, yes, unless the corporate business is regularly involved in lifting up LGBTQ+ people and groups throughout the rest of the year too.
Does it feel more like rainbow-washing if you see it in an ad or post vs organically while shopping the store?
- Opinions probably vary here, but I think again if you are actively involved in LGBTQ+ causes, it doesn't feel like rainbow-washing to see an ad or social post.
If you don't like it, is there something that would make you feel better about businesses tying their sales into Pride?
- I'm okay with it, but if I wasn't, maybe I would feel better about it if the business highlighted some (local?) queer voices so it makes more of a human connection.
If you like it, are there certain amounts, items, organizations, etc. that you feel are more impactful?
- My feeling is that with the amount of sleuthing people can do online these days, the most impactful initiatives seem to come from places that genuinely support LGBTQ+ causes, genuinely support DEI initiatives, and are involved in political action to protect rights of queer (and all) people. It's super weird seeing a rainbow background on a company's socials when you know they've donated to causes that are actively trying to take away rights from LGBTQ+ folks.

Thanks for starting this discussion! Hoping maybe some others will have thoughts they want to share too.

Re: Pride Month & Rainbow-washing

MBSHC — Sun, 04 May 2025 00:38:21 GMT

I think it’s rainbow washing. If they wanted to show support and be a true ally, they can change their donations monthly instead of just donating in June! I go to a coffee shop that changes their two donation options monthly. Yes, they donate to two charities or causes every month.

Re: Pride Month & Rainbow-washing

HC_Charlie — Fri, 09 May 2025 22:34:49 GMT

If an LGTBQ-owned business donates to causes during Pride month, i don't think that's Rainbow washing. I see that term or concept for business that may not self identify as something, but want to use donations to try and gain support they may not otherwise receive. In any case, I think if a business has a charitable donation component to their sales/marketing, it seems more genuine if those donations are made all year long instead of just once or twice a year.

But that being said, I think businesses that make charitable donations need to be aware that the causes they chose to support may not align with those of their patrons. And they may gain or lose business based on the causes they chose to support and donate profits. But I think that for the most part shoppers like to support business that give back to the community.

Re: Pride Month & Rainbow-washing

MudFire_Dex — Wed, 04 Jun 2025 22:36:38 GMT

Hi @WoodCandleCo - sorry just seeing this now - as an LGBTQ owned business we give year round - via sliding scale and free memberships to affected LGBTQ and BIPOC community members as well as donating proceeds at certain times of year (October is Atlanta's Pride and June for Stonewall and national Pride month.

How do you feel when a business says something like, "10% of sales for June go to XYZ".

Does it feel like rainbow-washing? if the company otherwise doesn't publicly show support (signs, pride flags, open anti-discrimination policies, etc)
Does it feel different if it's a small vs corporate business? yes but if a big company donates I am still down - I usually support special issue products that go to Trever Project etc because the orgs are dependent on those funds and matching funds from corporate giving
Does it feel more like rainbow-washing if you see it in an ad or post vs organically while shopping the store? meh...maybe although I think it still matters for visibility when people post or support - which is why I've harassed Square for several years (I gave up that one this year)
If you don't like it, is there something that would make you feel better about businesses tying their sales into Pride? Giving year round
If you like it, are there certain amounts, items, organizations, etc. that you feel are more impactful? Local organizations can benefit if you have them. I love a queer made - handmade good - supporting small makers and queer makers is especially important to me. Small business dollars stay in the local communities. So instead of stocking a pride mug made oversees for pennies - perhaps stocking one that is handmade (or candle vessels by a local queer maker for example). I don't love when people just put rainbow things everywhere and have a 'pride sale'

Re: Pride Month & Rainbow-washing

beekaboo_she — Fri, 13 Jun 2025 00:08:17 GMT

How do you feel when a business says something like, "10% of sales for June go to XYZ".

Does it feel like rainbow-washing?

It totally depends on the business. If a small business was doing it, I'd feel great about it. If Target was doing it (hah!) I'd be confused. Yes, having it donated is great -- BUT if I know the company treats my community poorly then it's STILL giving them 90% of those profits, ya know?

Does it feel different if it's a small vs corporate business?

Yeah - Mostly because small businesses tends to donate more in a way than corporate does. If a startup, small business did 5% I'd be impressed - if corporate did 5% I'd be disappointed.

Does it feel more like rainbow-washing if you see it in an ad or post vs organically while shopping the store?
If you don't like it, is there something that would make you feel better about businesses tying their sales into Pride?
If you like it, are there certain amounts, items, organizations, etc. that you feel are more impactful?

Businesses that walk their talk all year around as opposed to *just June* time gets my money.

Maybe back in the day I could shrug at this, but not under this admin.

Re: Pride Month & Rainbow-washing

tatert0t — Wed, 03 Sep 2025 00:34:54 GMT

I think any time you can be supportive of LGBTQ+ organizations is the right time. We have an interesting way to make donations. We pick 4 good organizations to donate to. We let our clients know if they refer someone to us, we will make a donation to one of the 4 organizations of their choice. All organizations are ones we are proud to support and we feel good about our choices and our clients feel good too. 🏳️‍🌈