Pinkwashing and Corporate Communication: The Exploitation of Social Causes
DOI:
https://doi.org/10.34630/tth.v6i1.7338Keywords:
Pinkwashing, Rainbow Capitalism, corporate communication, cause- related marketing, LGBTQ+ community, performative allyshipAbstract
In a context where brands increasingly seek to position themselves around social causes, issues such as diversity, inclusion, and minority rights have become central to corporate communication. In this scenario, Pinkwashing emerges as a controversial strategy: when such positioning is not supported by consistent or genuine practices, it may function primarily as a communicational tool aimed at enhancing a brand’s reputation. This article proposes a critical reflection on the phenomenon, analysing how these practices influence brand perception and shape consumer decision-making.
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