But when everyone does it, all the time
Posted: Sun Dec 22, 2024 8:38 am
Often for the same reason, and over the exact same period, is the effect still so impressive? Will anyone even notice anymore, given every other brand has the same rainbow hue? An example of rainbow washing A very polemic case of rainbow washing happened with Barilla, a multinational food company. Everything started back in 2013 when the CEO, Guido Barilla, said in a live interview that he would never make a commercial with a homosexual family. Obviously, the comment caused global outrage, generating the hashtag #boycotbarilla.
The crisis was a catalyst for talking about Diversity and Inclusion, and it took almost five france companies email list years to clean the company’s reputation. However, the criticism from the LGBTQIA+ community is still there. Barilla is still accused of pink washing. After the homophobic comments of their CEO, adding a rainbow to the package is not enough to show solidarity with the community. This cautionary tale teaches us that if we really want to enter the “LGBTQIA+ friendly wave” we have to make sure to do it with the right intentions.
Let’s think. Why do brands choose to show themselves as diverse? Younger generations are more aware of some of the world’s problems. Thus, they are more willing to support more altruistic causes. And that is how diversity and inclusion have become one of the main interests of these new generations. For example, according to Deloitte, 83% of millennials are more engaged when they think their company fosters an inclusive culture. As no one wants to stay behind, the decision-makers of big enterprises are looking for ways to meet the rising expectations of the general audience.
The crisis was a catalyst for talking about Diversity and Inclusion, and it took almost five france companies email list years to clean the company’s reputation. However, the criticism from the LGBTQIA+ community is still there. Barilla is still accused of pink washing. After the homophobic comments of their CEO, adding a rainbow to the package is not enough to show solidarity with the community. This cautionary tale teaches us that if we really want to enter the “LGBTQIA+ friendly wave” we have to make sure to do it with the right intentions.
Let’s think. Why do brands choose to show themselves as diverse? Younger generations are more aware of some of the world’s problems. Thus, they are more willing to support more altruistic causes. And that is how diversity and inclusion have become one of the main interests of these new generations. For example, according to Deloitte, 83% of millennials are more engaged when they think their company fosters an inclusive culture. As no one wants to stay behind, the decision-makers of big enterprises are looking for ways to meet the rising expectations of the general audience.