Opinions
Pinkwashing at a crossroads
The future of brand involvement in LGBT progress
Pinkwashing is a relatively new phenomenon; it refers to the practice of corporations not living up to their purported promises with regard to LGBT rights. The assumption behind the moniker is some companies claim to be supportive of the LGBT community for purely commercial gain, without a tangible commitment to spurring progress. “In other words, putting their pride effort and dollars where it actually matters,” says Jim Obergefell, a gay rights advocate and adviser to organizations and companies.
Companies seeking to counter charges of pinkwashing can best serve the progress they hope to create by taking actions nobody will hear about. Why would this be the case? Surely large, powerful companies should publicly encourage progress? Not so, says Open for Business and several of their member companies. At an event hosted by the EU and Clyde Group on this topic, Ed Pilkington of British drinks company Diageo warned that “do no harm” sometimes means that private channels are the safest.
For example, Western companies championing gay rights in countries hostile toward these issues (Nigeria, for example, where 9 out of 10 people are anti LGBT) risk endangering the gay employees or LGBT rights groups they publicly support. The real battleground for LGBT progress lies in other, often developing, countries, where Western-based companies operate and have large commercial footprints in the public sphere. Businesses operating in Indonesia, Nigeria and Kenya – where gay rights have come under considerable fire – have so much power that there are questions surrounding their moral responsibility to act.
That doesn’t mean that Western brands can do nothing in these markets. In fact, Pilkington points out that his company has a deliberate strategy to leverage employees as authentic ambassadors of the company’s values through diversity and inclusion training. Support can also be given “in kind” to civil rights groups operating in developing countries; deputy EU Ambassador to the U.S. Caroline Vincini explains that “support (to organizations) can be offered through mentoring, legal services, offering space or expertise.”
These limitations might be a cruel irony to a brand manager eager to showcase their company’s record on these issues. But it speaks to the nuanced approach to diversity and inclusion required in an age where pinkwashing is unfortunately common, and companies are wary of it.
These guidelines don’t mean that pinkwashing isn’t an issue for companies operating in the United States; they have plenty of room to grow, and plenty of space to fail too. At the recent SXSW festival in Austin, pinkwashing was a hot button topic among many LGBT advocates, including my panel on LGBT+ rights and the private sector.
The anchor example was pinkwashing at Pride parades; increasingly, brands have chosen to participate in the annual Pride parades of cities where they have a strong operations presence with a high number of employees or suppliers, or where they want to grow their customer base. Countless companies — from Coke to Colgate — have participated in these festivals and, as a result, have drawn scrutiny.
“It’s not enough to slap a rainbow logo on a Pride float anymore,” says Hugh Steeler, an LGBT advocate. “Companies can actually incur greater risk in the delta between their public statements and private actions.” If your company markets itself as an “out and equal” brand but doesn’t truly promote LGBT rights in everything from supply chains to training programs, it is vulnerable.
In the last decade, the leading strategists for corporate diversity and inclusion have come to understand pinkwashing as a potential challenge to their brands; one that requires attention to navigate its complexities. Recent analyses by Open for Business, an organization that works with brands to affect change in countries where gay rights are lagging, shows how concern surrounding pinkwashing is growing.
In the United States, most large companies have acknowledged these realities and worked to improve (though there is room for growth: a study from last year shows that about half of American LGBT+ employees remain closeted at work). Effective companies acknowledge that the promotion of LGBT+ rights is good for their bottom lines and understand that their influence should sometimes be wielded in private ways. The best brands combine those lessons and create an authentic and powerful narrative.
Alex Slater, founder and chief strategy officer of Clyde Group, is a civil rights campaigner, HIV/AIDS activist and public affairs strategist. He has worked with major organizations on civil rights, including the NAACP, ACLU, Election Protection, United Nations Human Rights Foundation, Center for Constitutional Rights, the Nonprofit Finance Fund and the West Hollywood AIDS Monument.
Letter-to-the-Editor
Candidates should pledge to nominate LGBTQ judge to Supreme Court
Presidential, Senate hopefuls need to go on the record
As soon as the final votes are cast and counted and verified after the November 2026 elections are over, the 2028 presidential cycle will begin in earnest. Polls, financial aid requests, and volunteer opportunities ad infinitum will flood the public and personal media. There will be more issues than candidates in both parties. The rending of garments and mudslinging will be both interesting and maybe even amusing as citizens will watch how candidates react to each and every issue of the day.
There is one particular item that I am hoping each candidate will be asked whether in private or in public. If a Supreme Court vacancy occurs in your potential administration, will you nominate an open and qualified LGBTQ to join the remaining eight?
Other interest groups on both sides have made similar demands over the years and have had them honored. Is it not time that our voices are raised as well? There are several already sitting judges on both state and federal benches that have either been elected statewide or approved by the U.S. Senate.
Our communities are being utilized and abused on judicial menus. Enough already! Challenge each and every candidate, regardless of their party with our honest question and see if honest answers are given. By the way … no harm in asking the one-third of the U.S. Senate candidates too who will be on ballots. Looking forward to any candidate tap dancing!
Opinions
2026 elections will bring major changes to D.C. government
Mayor’s office, multiple Council seats up for grabs
Next year will be a banner year for elections in D.C. The mayor announced she will not run. Two Council members, Anita Bonds, At-large, and Brianne Nadeau, Ward 1, have announced they will not run. Waiting for Del. Norton to do the same, but even if she doesn’t, there will be a real race for that office.
So far, Robert White, Council member at-large, and Brooke Pinto, Council member Ward 2, are among a host of others, who have announced. If one of these Council members should win, there would be a special election for their seat. If Kenyon McDuffie, Council member at-large, announces for mayor as a Democrat, which he is expected to do, he will have to resign his seat on the Council as he fills one of the non-Democratic seats there. Janeese George, Ward 4 Council member, announced she is running for mayor. Should she win, there would be a special election for her seat. Another special election could happen if Trayon White, Ward 8, is convicted of his alleged crimes, when he is brought to trial in January. Both the Council chair, and attorney general, have announced they are seeking reelection, along with a host of other offices that will be on the ballot.
Many of the races could look like the one in Ward 1 where at least six people have already announced. They include three members of the LGBTQ community. It seems the current leader in that race is Jackie Reyes Yanes, a Latina activist, not a member of the LGBTQ community, who worked for Mayor Fenty as head of the Latino Affairs Office, and for Mayor Bowser as head of the Office of Community Affairs. About eight, including the two Council members, have already announced they are running for the delegate seat.
I am often asked by candidates for an endorsement. The reason being my years as a community, LGBTQ, and Democratic, activist; and my ability to endorse in my column in the Washington Blade. The only candidate I endorsed so far is Phil Mendelson, for Council chair. While he and I don’t always agree on everything, he’s a staunch supporter of the LGBTQ community, a rational person, and we need someone with a steady hand if there really are six new Council members, out of the 13.
When candidates call, they realize I am a policy wonk. My unsolicited advice to all candidates is: Do more than talk in generalities, be specific and honest as to what you think you can do, if elected. Candidates running for a legislative office, should talk about what bills they will support, and then what new ones they will introduce. What are the first three things you will focus on for your constituents, if elected. If you are running against an incumbent, what do you think you can do differently than the person you hope to replace? For any new policies and programs you propose, if there is a cost, let constituents know how you intend to pay for them. Take the time to learn the city budget, and how money is currently being spent. The more information you have at your fingertips, the smarter you sound, and voters respect that, at least many do. If you are running for mayor, you need to develop a full platform, covering all the issues the city will face, something I have helped a number of previous mayors do. The next mayor will continue to have to deal with the felon in the White House. He/she/they will have to ensure he doesn’t try to eliminate home rule. The next mayor will have to understand how to walk a similar tightrope Mayor Bowser has balanced so effectively.
Currently, the District provides lots of public money to candidates. If you decide to take it, know the details. The city makes it too easy to get. But while it is available, take advantage of it. One new variable in this election is the implementation of rank-choice voting. It will impact how you campaign. If you attack another candidate, you may not be the second, or even third, choice, of their strongest supporters.
Each candidate needs a website. Aside from asking for donations and volunteers, it should have a robust issues section, biography, endorsements, and news. One example I share with candidates is my friend Zach Wahls’s website. He is running for United States Senate from Iowa. It is a comprehensive site, easy to navigate, with concise language, and great pictures. One thing to remember is that D.C. is overwhelmingly Democratic. Chances are the winner of the Democratic primary will win the general election.
Potential candidates should read the DCBOE calendar. Petitions will be available at the Board of Elections on Jan. 23, with the primary on June 16th, and general election on Nov. 3. So, ready, set, go!
Peter Rosenstein is a longtime LGBTQ rights and Democratic Party activist.
Opinions
Lighting candles in a time of exhaustion
Gunmen killed 15 people at Sydney Hanukkah celebration
In the wake of the shooting at Bondi Beach that targeted Jews, many of us are sitting with a familiar feeling: exhaustion. Not shock or surprise, but the deep weariness that comes from knowing this violence continues. It is yet another reminder that antisemitism remains persistent.
Bondi Beach is far from Washington, D.C., but antisemitism does not respect geography. When Jews are attacked anywhere, Jews everywhere feel it. We check on family and friends, absorb the headlines, and brace ourselves for the quiet, numbing normalization that has followed acts of mass violence.
Many of us live at an intersection where threats can come from multiple directions. As a community, we have embraced the concept of intersectional identity, and yet in queer spaces, many LGBTQ+ Jews are being implicitly or explicitly asked to play down our Jewishness. Jews hesitate before wearing a Magen David or a kippah. Some of us have learned to compartmentalize our identities, deciding which part of ourselves feels safest to lead with. Are we welcome as queer people only if we mute our Jewishness? Are those around us able to acknowledge that our fear is not abstract, but rooted in a lived reality, one in which our friends and family are directly affected by the rise in antisemitic violence, globally and here at home?
As a result of these experiences, many LGBTQ+ Jews feel a growing fatigue. We are told, implicitly or explicitly, that our fear is inconvenient; that Jewish trauma must be contextualized, minimized, or deferred in favor of other injustices. Certainly, the world is full of horror. And yet, we long for a world in which all lives are cherished and safe, where solidarity is not conditional on political purity or on which parts of ourselves are deemed acceptable to love.
We are now in the season of Chanuka. The story of this holiday is not one of darkness vanishing overnight. It is the story of a fragile light that should not have lasted. Chanuka teaches us that hope does not require certainty; it requires persistence and the courage to kindle a flame even when the darkness feels overwhelming.
For LGBTQ+ Jews, this lesson resonates deeply. We have survived by refusing to disappear across multiple dimensions of our identities. We have built communities, created rituals, and embraced chosen families that affirm the fullness of who we are.
To our LGBTQ+ siblings who are not Jewish: this is a moment to listen, to stand with us, and to make space for our grief. Solidarity means showing up not only when it is easy or popular, but especially when it is uncomfortable.
To our fellow Jews: your exhaustion is valid. Your fear is understandable, and so is your hope. Every candle lit this Chanuka is an act of resilience. Every refusal to hide, every moment of joy, is a declaration that hatred will not have the final word.
Light does not deny darkness. It confronts it.
As we light our candles this Chanuka season, may we protect one another and bring light to one another, even as the world too often responds to difference with violence and hate.
Joshua Maxey is the executive director of Bet Mishpachah, D.C.’s LGBTQ synagogue.
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