Rainbow Washing (Episode 41)

Have you noticed that this month there has been an explosion of rainbow everywhere as we celebrate Pride? Does it make you wonder if the companies that are creating these displays are really authentic in their support of LGBTQIA+ rights? If so, this is the podcast episode you have been waiting for.

Shaunna tells us about her most recent experience at “Targé” and explains exactly what the term “Rainbow Washing” means. This issue can be complex as it creates a tension between normalisation and acceptance, and tokenism or performative allyship that is disconnected from the oppression and violence that the LGBTQIA+ community faces. These acts of performative allyship may also be motivated by the company’s bottom line, as they see the celebration of Pride Month as an opportunity to capitalize on an image that conveys support for Pride celebrations.

Lisa and Shaunna remind us that we, as consumers and endurance athletes, should be thoughtful on where and how we are spending money, as well as the organizations business we are supporting. It is important to ask where the organization’s commitment to supporting the LGBTQIA+ community goes beyond the month of June, and find out what they are doing to shift the culture within their organization. This allows us all to be held accountable for our actions and support of this community.

How Pride Month Became a Branded Holiday:
https://www.vox.com/2018/6/25/17476850/pride-month-lgbtq-corporate-explained

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