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rainbow washing. In DICTIOUS you will not only get to know all the dictionary meanings for the word
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English
Etymology
In reference to the rainbow flag, and from terms like whitewashing and pinkwashing.
Noun
rainbow washing (uncountable)
- (LGBTQ) The practice of a company presenting itself as gay-friendly to improve its brand image.
2016, Abbie E. Goldberg, The SAGE Encyclopedia of LGBTQ Studies, page 759:In a world where gay politics are becoming more visible transnationally and globally, rainbow washing serves to paint a picture of a false reality […]
2022, Britt Hawthorne, Raising Antiracist Children: A Practical Parenting Guide, page 155: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.