pinkwash

[ pingk-wosh, -wawsh ]

verb (used with object)

1. to incorporate into (a campaign, mission, etc.), or convince (someone) of, a position or agenda that freely acknowledges and promotes the civil liberties of the LGBTQ+ community, as a ploy to divert attention from allegiances and activities that are in fact hostile to such liberties:

   Even with a legislative record that screams “anti-gay,” she somehow managed to pinkwash enough gay voters to put her back in Congress.

2. to incorporate into (a company profile, advertising campaign, etc.) or convince (someone) of a commitment to breast-cancer awareness and research, while in fact profiting from carcinogenic or other socially irresponsible products:

   It was a marketing coup to pinkwash their promotion of “pink ribbon organic soaps,” a minuscule product line compared to their vast line of ecohazardous detergents.

   We’re at a diner that donates 5 percent to a local breast-cancer support group, but I think we got pinkwashed—the food is overpriced, tastes processed, and is served on styrofoam trays!

3. to infuse (a market, venue, etc.) with pink ribbons, logos, clothing, sports equipment, etc., for promoting awareness of breast cancer and eliciting charitable contributions to combat the disease:

   The entire stadium, both on and off the field, has been pinkwashed today, and the proceeds for research from this event are expected to be in the millions.

Word History and Origins

Origin of pinkwash¹

First recorded in 1865–75, for an earlier sense; 2010–15 pinkwash fordef 1; 2005–10 pinkwash fordef 2; pink ¹( def ) + (white)wash ( def )

Example Sentences

It can be very helpful in undermining the use of homosexuality as a fig leaf to pinkwash reactionary political projects — and racist and colonialist political projects as well.

From Los Angeles Times

Indeed, Trump had abandoned them long before covid-19 broke out, despite occasional attempts to pinkwash his record.

From Washington Post

Philly punk act Pinkwash pairs singer-guitarist Joey Doubek and drummer Ashley Arnwine, but this isn’t their first time as a duo: About a decade ago, they were cult favorites on the D.C. house venue scene as Ingrid.

From Washington Post

Fans of that band’s relentless, tandem frenzy will find something to like in Pinkwash, which the pair has described as “Ingrid 2.0.”

From Washington Post

Whatever stage of grief Pinkwash is at, expect a cathartic release.

From Washington Post