This means, we should be aware when a brand launches and communicates a new symbolic product, campaign, or service but is not backed by substantive action. We should ask if that’s a single, unrelated move or if there’s more to it. The more communication and action are aligned, the better.
For example, if a big brand launches a new rainbow-colored sneaker, we might ask if and how that brand is supporting LGTBQ+ causes in other ways as well. Because if not, it’s likely more about selling more sneakers than demonstrating true allyship. That’s rainbow-washing. But if a brand is selling pride gear and giving profits to the Trevor Project (a non-profit organization focused on suicide prevention among the LGTBQ+ youth) and making sure your company is hiring/supporting LGBTQ+ employees, that’s a genuine effort.
Also be aware if a brand communicates efforts such as the installation of solar panels on the headquarter roof or the introduction of recyclable packaging. We should ask further how the brand reduces its supply chain emissions which usually is subject to the largest source of carbon emissions.
Here’s a framework that will help you to assess a brand’s activity:
