Purplewashing

Purplewashing

Purplewashing is a term used to describe the practice of corporations, political entities, or other organizations promoting themselves as progressive and supportive of LGBTQ+ rights, while engaging in activities that are harmful to LGBTQ+ communities or that do not align with the values they claim to support. The term is derived from the color purple, which is often associated with LGBTQ+ pride and activism, and "whitewashing," which refers to glossing over or covering up negative aspects of something.

Origins and Definition

The concept of purplewashing emerged in the early 21st century as a critique of how some organizations use LGBTQ+ rights as a marketing tool or as a way to distract from other unethical practices. It is similar to pinkwashing, which specifically refers to the use of breast cancer awareness campaigns to promote products or companies without making a significant impact on the fight against breast cancer.

Purplewashing can manifest in various ways, such as:

• Tokenism: Featuring LGBTQ+ individuals in advertising or public relations campaigns without making substantive changes to support LGBTQ+ rights.
• Selective Advocacy: Supporting LGBTQ+ rights in certain regions or contexts while ignoring or opposing them in others.
• Deflection: Using support for LGBTQ+ rights to divert attention from other controversial or harmful practices.

Examples of Purplewashing

Corporate Purplewashing

Many corporations have been accused of purplewashing when they display rainbow flags or sponsor pride events while simultaneously donating to politicians or causes that oppose LGBTQ+ rights. For example, a company might publicly support Pride Month but also fund political candidates who have a history of voting against LGBTQ+ legislation.

Political Purplewashing

Governments or political parties may engage in purplewashing by enacting or promoting LGBTQ+ friendly policies to improve their international image, while failing to address systemic discrimination or violence against LGBTQ+ individuals within their own borders.

Criticism and Impact

Critics of purplewashing argue that it can undermine genuine efforts to achieve equality and justice for LGBTQ+ communities. By co-opting the language and symbols of LGBTQ+ activism, organizations can dilute the message and reduce the pressure to enact meaningful change. Furthermore, purplewashing can create a false sense of progress, leading to complacency among allies and activists.

Addressing Purplewashing

To combat purplewashing, activists and consumers are encouraged to:

• Research: Investigate the policies and practices of organizations claiming to support LGBTQ+ rights.
• Hold Accountable: Demand transparency and accountability from corporations and political entities regarding their support for LGBTQ+ communities.
• Support Authentic Allies: Prioritize supporting organizations and leaders who have a proven track record of advocating for LGBTQ+ rights.

Also see

• Pinkwashing
• Greenwashing
• Tokenism
• Corporate social responsibility