"Nassib could be recruited to star in ads for outspoken brands such as Nike or Gillette, which have previously produced commercials that address racial justice and harmful masculine stereotypes...."
I'm reading "Brands could flock to Nassib after historic coming out announcement" (Reuters).
So... some companies are going to want to use Nassib, but — according to some marketing expert — they need to be concerned about looking like that's what they're doing. He says: "Rainbow-washing is real."
Rainbow-washing. I'd never noticed that term before, but Googling it, I see it's all over the place. I'll just choose one article: "Rainbow-washing is all the rage among the big corporations this month" (Mic):
Scrolling through your social media feeds, you're likely spotting more and more rainbow avatars as everyone celebrates Pride Month. Some change their avatars to signal they are part of the LGBTQ+ community, others to show their love and support. And then others — read: massive corporations that often have a history of discriminatory policies or affiliations with anti-LGBTQ+ politicians — try to use the rainbow flag as a Band-Aid to cover up all their insidious behavior during the rest of the year. There's a word for this: rainbow-washing.
So, originally the term referred to the rainbow visuals. It's a variation on the familiar term "white-washing," which, of course, isn't about white people but has to do with covering something with a layer of white paint. It's superficial and doesn't deal with deeper problems.
The marketing expert in the Nassib article is using the term to go beyond rainbows to similarly superficial things.
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