Article Details
  • Published Online:
    March  2025
  • Product Name:
    The IUP Journal of Brand Management
  • Product Type:
    Article
  • Product Code:
    IJBRM050325
  • DOI:
    10.71329/IUPJBRM/2025.22.1.91-99
  • Author Name:
    Sabari Shankar Ravichandran
  • Availability:
    YES
  • Subject/Domain:
    Management
  • Download Format:
    PDF
  • Pages:
    91-99
Volume 22, Issue 1, March 2025
Rainbow Washing or Real Allyship? Navigating Consumer Trust and Brand Loyalty
Abstract

Introduction

Rainbow washing is where organizations publicly show solidarity with LGBTQIA+ communities—usually through rainbow symbols or pride-themed marketing— without adopting meaningful policies or actions that actively benefit these communities. This tokenistic endorsement is chiefly intended to take advantage of the buying power of LGBTQIA+ individuals and their allies, as opposed to making a difference or promoting inclusivity (Mücksch et al., 2024).