How to prevent Pinkwashing

Leander Wolters – Research Consultant Marketing Response

Leander Wolters -Research Consultant Marketing Response

How do you really support the LGBTQ+ community? By actively involving that community in your initiatives. Involve organizations as equal partners in developing inclusive campaigns and products. A good example is Mastercard.

In the run-up to Pride, the company launched the podcast series The Pride Side, which focused not on Mastercard but on important stories from the queer community. The message is directly linked to a concrete action. A less good example is the rainbow bag from Albert Heijn. It was a pretty empty statement. A bag, but hardly any communication around it. A missed opportunity, because for a large part of the workforce (78% belong to Gen Z) and as a store for everyone, AH could make a more prominent statement.