particularly used by the ambiguously-right-wing to convey a general sense of ‘ethical’ or ‘politically correct’ without actual attention to justice, change or progress
marketing to the slight left of a centrist audience
transitioning the messaging in small ways to stay broadly relevant to an audience that swings both ways
small acts of proto-activism, usually narrow or misjudged

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Disambiguation

This term is used widely in two contexts.

rainbow-washing - quick-fix diversity gains through ‘appeal’ to queer communities (also uses pink presumably due to historical identification of homosexuals under the Nazi regime)
charity cover-up - feel-good factor marketing on the back of charity or ‘awareness’ (uses pink due to breast cancer awareness ribbons)

Mentions

Race After Technology

rainbow-washing

Disambiguation

superficial marketing to queer communities, often through the use of the rainbow flag, without structural assessment of inequalities
During the first few years of the Covid-19 pandemic, rainbows were displayed widely in branding and marketing to ‘give thanks’ to the NHS despite lack of government funding, poor working conditions and externally few concessions to NHS workers.