As social values shape consumer expectations, companies are under growing pressure to align with progressive causes. But not all support is genuine. SESAMm’s latest report, Beyond Greenwashing: Unveiling the Spectrum of Colorwashing, explores how brands adopt the language of inclusion, without the action to match.
Colorwashing refers to the use of social justice themes in marketing—such as gender, race, or LGBTQ+ rights—to appear ethical or inclusive while avoiding meaningful change. The report analyzes major forms, including pinkwashing, rainbowwashing, racialwashing, bluewashing, and orangewashing.
Key Takeaways:
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Colorwashing is on the rise: Mentions of pinkwashing, rainbowwashing, and blackwashing have grown sharply since 2020.
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It’s about image, not impact: Many companies leverage social issues for PR, but fail to back them with policy or internal reform.
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Consumers are calling it out: There’s an increasing backlash against symbolic gestures that lack substance, especially during high-visibility moments like Pride Month.
- AI can help: Real-time controversy detection enables investors and communications teams to monitor and address potential colorwashing early.