What is pinkwashing?

Pinkwashing is a practice used to appear LGBT-friendly for political or business gains. The choice of such a strategy by states and companies is motivated by a desire to have a modern, progressive image. Whereas in reality they are sometimes hiding practices that aren’t at all respectful towards sexual minorities.

The term pinkwashing was created in the early 2000s to critique companies taking advantage of breast cancer campaigns to improve their image. Soon, use of the term spread to also apply to communications strategies by brands or institutions wanting to appear gay-friendly. 

One of the most flagrant and criticised examples of pinkwashing came from the Israeli government. It launched a “Brand Israel” campaign to paint the country as being modern and relevant. The Tel Aviv tourism board even invested $90 million in branding itself as an “international gay vacation destination”. Brands are also turning to pinkwashing more and more.

Many would see it as a good thing if institutions want to be inclusive to LGBTQ people, rather than rejecting them. But students and associations are critical of the supposed double standards behind pinkwashing. For example, homophobic attitudes are prominent in Israel outside of Tel Aviv. As explained by professor Sarah Schulman writing in the New York Times, many believe the pinkwashing campaign is just a smokescreen. They claim the aim is to manipulate the country’s international image, and conceal human rights violations in neighbouring Palestine.

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