The Illusion of Inclusivity: How Rainbow-washing Shapes Brand Perceptions
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2024-07-01
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en
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While many brands engage with and benefit from the LGBTQ+ community during Pride Month, they often fail to demonstrate consistent support throughout the year or align with entities that opposes the community. Consequently, these brands are frequently accused of rainbow-washing by consumers and the media. This thesis aims to investigate the impacts of rainbow-washing on consumer perceptions of brands. Using a combination of netnography and in-depth interviews, including the photoelicitation technique, I conceptualise rainbow-washing to create a deeper understanding of the concept. Through the lens of Assemblage Theory, I analyse how consumers perceive rainbow-washing and its implications for a brand’s image. The findings reveal that rainbow-washing is a multifaceted concept encompassing not only superficial support statements, but also the misalignment of a brand’s messaging and actions, both internally and externally. Additionally, consumers undergo a legitimation process, using brand authenticity factors to assess whether a brand is genuinely engaging in rainbow-washing practices. These results emphasize the importance for marketing managers to exercise caution deciding when featuring marginalized groups in their campaigns. By creating genuine and meaningful engagement with social causes, brands can build credibility and trust with consumers.
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Faculteit der Managementwetenschappen