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The colorful history — and precarious future — of rainbow washing

Jun 28, 2021
What started as niche marketing by a handful of companies has turned into a rainbow-ified corporate logo competition.
A handful of companies started advertising to queer markets in the 1980s and '90s. Several decades later, hundreds redesign their logos and sell rainbow merchandise for the month of June.
Leon Neal via Getty Images

"Rainbow washing" during Pride hurts both brands and consumers

Simply attaching your brand to a rainbow flag but failing to take further action can have unintended negative results.
Timothy A. Clary/AFP via Getty Images

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