August: the month of the ‘pinkwash’

Another year, another pink wave cometh.

03 August 2023

This time last year, I set off on my annual anti-pink rant*. My concern isn’t the rosy hue itself, but how companies pinkwash over glaring gender disparities in their organisations, under the guise of half-assed “women appreciation” campaigns or other nonsense.

Pinkwashing is, obviously, a take on “whitewashing” and was first used, as far as I can tell, by Breast Cancer Action, to call attention to the hypocrisy of companies running a pink ribbon drive for breast cancer while making or selling products linked to the disease. Stay with me, please. I promise I’m building to a point*.

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