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But even with high marks on the Human Rights Campaign’s corporate equality index, an attempt to judge companies’ LGBTQ policies, oil majors are getting called out for rainbow-washing. LGBTQ workers in the oil and gas industry have reported harassment, and oil companies have taken measures to address discrimination (in Exxon’s case, implementing policies it once opposed).
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Chevron put out a tweet with the hashtag #ChevronPride, celebrating the 30 year anniversary of its PRIDE employee network: “To celebrate, we’re holding a series of joyful events that highlight intersectionality and honor our personal identities and experiences that make each one of us unique.” BP and Phillips 66 also tweeted Pride statements. The oil and gas industry has been accused of all sorts of woke-washing, from Chevron putting out a Black Lives Matter statement to a Shell gas station adding an apostrophe to its logo, turning into She’ll for International Women’s Day. And API’s rainbow logo wasn’t the industry’s only foray into Pride Month.
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More recently, “ woke-washing” has emerged as a catchall term to refer to brands trying to burnish their reputation with various social justice platitudes. The 2010s brought “ pinkwashing,” when some of the companies slapping pink ribbons on everything for breast cancer awareness were selling products linked to breast cancer. Over the years, the -washing suffix has been used to describe other corporate PR tactics. To support our nonprofit environmental journalism, please consider disabling your ad-blocker to allow ads on Grist. “I don’t think they really cared all that much about the coral reefs,” he later told the Guardian. The irony struck Westerveld, who knew that the resort was expanding regardless of the environmental consequences. An environmentalist named Jay Westerveld coined the term after visiting Fiji, where he saw a note in a resort asking customers to pick up their towels to preserve the oceans and reefs (“help us help our environment!”). It all started with some dirty towels in the 1980s. (The oil and gas industry’s biggest lobbying group isn’t keen on TikTok, apparently.) One corner of the Twitter universe was not having API’s change of look, with reactions ranging from the woozy face ? to the vomit face ?.īefore rainbow-washing, there was “greenwashing,” another form of marketing spin.
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This week, the American Petroleum Institute hopped on the rainbow-colored bandwagon, adding the classic gradient to its logo on Facebook, Twitter, and Instagram. But those pretty logos are often accused of being a form of “rainbow-washing” - marketing spin that boosts a company’s social justice cred, with little substance behind it. Every year around strawberry season, social media is flooded with logos decked out in rainbow colors, a show of public support for the LGBTQ community. June is Pride Month, and Corporate America won’t let you forget it.