Lifestyle: Rainbow Washing

Why Rainbow Washing Does More Harm Than Good

If you're part of the LGBT community, or an ally, you may notice how every year, companies always change their logos to rainbow in what looks like support of Pride. Some companies take it a step further and donate a very small percentage of profits to LGBT charities. This phenomenon, known as rainbow washing, looks amazing on the outside while being harmful on the inside. In this deep dive, I'll explain how rainbow washing can be exploitative and how to avoid it.

Rainbow Logos Don’t Equal Real Support

It’s easy for companies to swap their logos for a rainbow version during Pride Month. It’s much harder to do the real work of supporting LGBTQ+ people every single day of the year. Unfortunately, a lot of companies stop at that rainbow logo. They’ll sell you a rainbow mug, or a pair of socks that say “love is love,” but only donate a tiny fraction of the profits to LGBTQ+ organizations. Sometimes these companies are donating less than 1% of total profits to charities like The Treavor Project.  When companies use Pride Month as just another sales opportunity, it cheapens what Pride is really about. Pride started as a protest—a fight for equality, safety, and dignity. It’s a chance to honor the courage of LGBTQ+ people and keep pushing for the rights they still don’t have in many parts of the world. Slapping a rainbow on a coffee cup and calling it “support” misses the point entirely.

Small Donations, Big Problem

Here’s the real kicker: those tiny donations can actually do more harm than good. Let’s say a company promises to donate 10% of the proceeds from their Pride collection. That sounds good until you realize they’re making way more money in sales than they’re actually giving back. It tricks people into thinking they’re making a difference just by shopping. In reality, only a few cents from every rainbow shirt you buy might end up helping LGBTQ+ causes. This kind of performative support lets companies feel good about themselves without actually moving the needle. Pride isn’t about turning a profit; it’s about standing up for people who’ve been marginalized for far too long.

Significant Donations Signal Real Commitment

If a company really wants to show they’re an ally, they need to put their money where their mouth is! Significant donations of 50% or more of proceeds, given directly to LGBTQ+ organizations, are a much clearer sign of genuine support. It means the company sees this not just as a way to sell more products, but as an opportunity to lift up a community that faces real, ongoing challenges. Beyond big donations, real allyship also means showing up for LGBTQ+ people year-round: creating inclusive workplaces, supporting fair policies, and listening to LGBTQ+ voices in decision-making.

What We Can Do

As customers, we have more power than we realize. If you want to be part of real change, look at the companies you’re buying from. Do they donate a substantial portion—like 50% or more—of their Pride proceeds to support LGBTQ+ causes? Do they have policies that protect LGBTQ+ employees, and do they speak up when LGBTQ+ rights are under attack?

If the answer is no, then find a more LGBTQ+ friendly alternative! Let’s spend our money where it truly matters! Let’s spend our dollars on brands that live their values, not just wear them like a rainbow pin once a year. We have the power to make a difference, and it can start by protesting companies that take advantage of the LGBT community!