Pinkwashing refers to two related forms of public relations (PR) strategies for ulterior motives, i.e., motives not aligned with the message taken at face value. It comprises:
- hijacking the breast cancer awareness movement as part of a marketing ploy that that does not actually raise breast cancer awareness but instead promotes corporations and subserves their bottom line;
- appropriating the LGBT activism movement in order to obfuscate or detract from human rights abuses.
Both of these acts involve some form of enforcing the gender binary, normative standards for gender and orientation, and cisssexism. This leads to further silencing, marginalising, and oppressing those groups of people they claim to be in support of. It also skews the narrative behind all related campaigns, i.e., feminism, breast cancer awareness, LGBT activism, and so on.
- Pink Makes Women Take Breast Cancer Less Seriously, Not More
- Pink Ribbon Envy: Living with an Uncool Cancer: Awareness campaigns have turned diseases into consumer brands, but some illnesses remain invisible, Written by Adam Bessie and co-written and drawn by Dan Archer
- What's pinkwashing?, No Pinkwashing
- Pinkwash, Greenwash, Hogwash: Ali Abunimah on Israel’s use of sex and marketing to distract from apartheid, by Ali Abunimah