How can we distinguish performative activism from real support?
In today’s world, false advertising is a significant threat. Sometimes, it involves misleading claims about product quality, leading to financial loss for consumers. Other times, brands and corporations attempt to win over audiences by faking social responsibility—claiming to support certain causes while their actual business practices tell a different story. We’ve already discussed greenwashing and bluewashing, and today, we’ll take a closer look at pinkwashing and momwashing.
Pinkwashing (also known as rainbow washing) refers to the use of LGBTQ+ symbols by companies looking to enhance their reputation and create the illusion of support for the LGBTQ+ community. This is most commonly seen in June—Pride Month—when rainbow-colored packaging floods store shelves.
One infamous example dates back to 2019 when British retailer Marks & Spencer came under fire for launching an “LGBT sandwich” in honor of Pride Month. The sandwich contained Lettuce, Guacamole, Bacon, and Tomato—forming the acronym LGBT. Beyond the general issue of performative activism—where companies only acknowledge the LGBTQ+ community once a year—many felt that M&S was trivializing their identity and struggle for equal rights. To them, it seemed as though their fight for recognition had been reduced to a marketing gimmick, stripping the LGBT acronym of its true meaning.
Following the same logic, momwashing exploits mothers as a vulnerable social group to boost a company’s image or product sales—without offering real support to them.
In the U.S., Mother’s Day is widely celebrated, with brands launching sentimental campaigns and special promotions. However, the harsh reality is that the U.S. has virtually no paid maternity leave, forcing many mothers to return to work just weeks after giving birth. Additionally, as remote work options continue to be revoked, mothers are among the most vocal opponents—arguing that flexible work arrangements allow them to be more productive while spending more time with their children.
Take the case of pharmaceutical giant Novartis. For a decade, it was listed among Working Mother magazine’s top employers—an accolade seen as a key indicator of family-friendly workplaces. However, in 2010, twelve female employees sued the company for systemic sexism, discrimination in promotions, and misogyny—and won. This case serves as a clear example of how a company’s public image can be starkly different from its internal reality.
Ultimately, pinkwashing and momwashing are problematic because they present a sanitized image of corporate inclusivity while the internal culture often tells a different story. If brands genuinely want to support a cause or a marginalized group, long-term partnerships with advocacy organizations are a step in the right direction. These collaborations not only align with social sustainability principles but also address real needs in meaningful ways.
Most importantly, companies must ensure that their internal policies and values genuinely reflect the messages they communicate to the public. Authenticity matters—because true support goes beyond a marketing campaign.
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