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Business Daily: Rainbow washing

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Rainbow washing

18/08/2022 GMT

BBC World Service - Business Daily, Rainbow washing

We look into whether companies using the rainbow pride logo truly support the cause.

Are all the companies who change their logo to include the rainbow pride symbol genuinely supporting LGBT rights, or is it a cynical marketing ploy? We look into rainbow washing.

It might seem like a step forward when advertisers want to appeal to a historically marginalised community, but the use of the LGBT rainbow flag by companies and organisations has become a bone of contention. 

If an investment company changes its logo to a rainbow background is that a genuine attempt to support LGBT rights, or a cynical marketing ploy? In short, is it rainbow washing? 

Jamie Love, marketing director of Edinburgh Pride tells us how potential event sponsors are vetted, plus Leticia King James who’s the vice president of diversity inclusion and belonging at logistics giant GXO explains why her company is sponsoring small, regional Pride events. 

We also hear from Kathy Caton, founder of Brighton Gin who explains why a 365 day commitment to diversity is vital for companies marketing to the LGBT community. Julia Smith-Eppsteiner, a senior strategist at branding company Future Brand explains how accusations of rainbow washing can be avoided and Paul Thompson, co-owner of LGBT Capital explains just how lucrative the LGBT market is.

Presenter: Elizabeth Hotson
Producer: Elizabeth Hotson

Picture Description: Pride in London 2022, Picture Credit: Getty Images

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