English

pinkwashing

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when a company adopts (or pretends to adopt) a positive attitude towards LGBT+ identities in order to promote their brand or product
Additional Information

He also voiced concerns that the onerous costs for road closures, barricades and parking suspensions imposed on Pride had forced it to rely heavily on corporate sponsorship. There was a danger of “pinkwashing”, he said. “Some corporates seem to see Pride as a marketing opportunity to target LGBT+ customers.” [The Guardian (online), 6 July 2019]

Submitted By: LexicalItem - 19/07/2019

Approval Status: Pending Investigation

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