Rainbow-Washing the Media

56 pagesThis research project aims to determine the difference between authentic marketing and rainbow-washing when advertising to the Lesbian, Gay, Bisexual, Transgender, Queer and/or Questioning, Intersex, Asexual, and Two-Spirit (LGBTQIA2S+) consumer segment. Rainbow-washing is when businesses publicly support and represent the LGBTQIA2S+ community while privately acting and engaging in contradictory practices. This project will look at ads from the leading national advertisers in 2019 to see how companies represent queer communities and the motives behind advertisements. Companies that engage in rainbow-washing focus primarily on increased profit or the growing demand for LGBTQIA2S+ friendly products within the LGBTQIA2S+ community segment. On the other hand, authentic marketing accurately and respectfully represents the LGBTQIA2S+ community while not feeding into stereotypes or profiting at their expense. The prioritization of authenticity allows companies to connect with the LGBTQIA2S+ consumer segment successfully and is imperative to create inclusivity among markets