Pride or Profit: Examining Corporate Support For LGBTQIA+ Pinkwashing

In recent years, the vibrant celebration of Pride Month has not only become a global movement for LGBTQ+ rights but also a prime opportunity for corporations to showcase their support for diversity and inclusion. From rainbow-themed logos to sponsored pride events, companies are increasingly visible in their advocacy for LGBTQ+ causes. However, this surge in corporate allyship has sparked a critical conversation about the authenticity of these efforts, often scrutinized under the lens of "pinkwashing."
In a candid conversation with Harish Iyer, Sr.VP, Head Diversity, Equity and Inclusion, Axis Bank, he referred to ‘Pinkwashing’ as, “difference between saying and doing. It’s a question on intentionality, how intentional is one with their efforts.”

Understanding Pinkwashing
Pinkwashing refers to the practice of corporations publicly displaying support for LGBTQ+ rights to improve their image and attract customers, without making substantial commitments to the community. This can range from superficial marketing tactics to tokenistic gestures that lack depth and meaningful impact. As consumers become more discerning, the scrutiny on corporations to prove their genuine support has intensified.
While there are some corporations which have genuinely implemented substantive policies and practices to support LGBTQ+ employees and communities, but others are accused of using the cause as a mere promotional tool, lacking real impact or sincerity.
Iyer reviews this phenomenon as mere beginning. “I am queer all 365 days of the year; I don’t suddenly wakeup in the month of June or September, accepting who I am,” states Iyer.
But he also feels that, “even if such organisations wearing their hoodies in month of June as mere marketing gig as well, its fine, atleast they are beginning it from somewhere! Though it should be more of an ongoing year-long thing and specially when no one is watching, but its got to begin from somewhere!”
According to him, Intentionality plays a very pivotal role here. Its when we do things when someone isn’t watching. And one also needs to possess the art of consistency. “It will be judged upon when consistency is power, which will further determine whether your acts fall in the category of ‘Pinkwashing’, where you are not just trying to inculcate Pink, but every other colour of PRIDE flag or rainbow in your corporate acts.” 
Iyer further told that its now a part of their regular induction module as well to openly talk about the diversity and inclusion agendas and aware the new joinees too.

In The End, Towards Authentic Allyship
The examination of corporate support for LGBTQ+ causes during Pride Month reveals a complex interplay between genuine allyship and opportunistic marketing. While some companies have made significant strides in supporting LGBTQ+ rights, others continue to engage in pinkwashing, undermining the progress made.
For corporate allyship to be meaningful, it must extend beyond superficial gestures and be embedded in the company's culture, policies, and year-round actions. Only through genuine, sustained efforts can corporations contribute to the advancement of LGBTQ+ equality and be seen as true allies by the community they aim to support. As we celebrate Pride Month, let us continue to scrutinize and demand authenticity in corporate support, ensuring that the spirit of Pride is upheld in both word and deed.
Iyer states, “I have been out and about this for over two decades now and to my amazement I have seen the inclusion talks and practices growing only since then.
Through our platforms medium, he also schools fellow corporates to not make this just an HR agenda and rather it should be an organisational agenda. Sensitisation is an important key to achieving a diverse and inclusive environment policy designs should be built from the very beginning, keeping futuristic perspective in mind.
Lastly, he also exclaimed, “I am direly waiting for the time when we aren’t treated or seen as dinner-table conversations or discussion agendas!”

sugandh bahl

BW Reporters The author is working as Sr Correspondent with BW Businessworld and BW People