Authentic Rainbow Marketing – Avoiding Pitfalls in Pinkwashing
Suomio, Emma (2022)
Suomio, Emma
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204205444
https://urn.fi/URN:NBN:fi:amk-202204205444
Tiivistelmä
This Bachelor’s thesis examines rainbow marketing as a concept and the factors making it authentic or inauthentic. The primary aim was to give insight to companies on what consumers perceive as authentic or inauthentic rainbow marketing, thus helping to avoid the pitfalls of pinkwashing in their rainbow marketing and communication efforts in the future. The outcome of this thesis is to publish data based on LGBTQ+ consumers point of view on what rainbow marketing efforts they find authentic and to raise awareness on the importance of authentic rainbow marketing and inclusivity in marketing.
This thesis consists of a theory section and an empirical section that investigates the topic through case advertisements. The theory section goes over authentic marketing and corporate social responsibility (CSR) and their importance as well as introduces the concepts of rainbow marketign and pinkwahing based on relevant reference material. The empirical part focuses on responses and opinions on case advertisements and authenticity of different types of rainbow marketing.
Both quantitative and qualitative methods were used in this thesis. A self-completion survey was conducted among international respondents that identify as LGBTQ+ to gain the view of the target audience. A total of 101 responses were gathered and analysed using a SPSS statistics software.
The survey showed that the respondents did pay attention to wether companies participate in CSR or implement rainbow marketing, just like literature and current treds suggested. Their reactions to different types of rainbow marketing indicated that they found rainbow marketing more authentic if it has concrete benefits to the LGBTQ+ community or if it is done in some form of co-operation with members of the community.
Literature often suggests the importance of CSR especially currently in the context of sustainability and enviromental issues, but focuses less on the social responsibilities such as diversity and inclusion. This thesis study shows that participating LGBTQ+ consumers placed importance on the authenticity of rainbow marketing and the ways companies implement it. Therefore, it is necessary to keep LGBTQ+ issues and opinions in mind as part of CSR efforts and to implement the right types of rainbow marketing.
This thesis consists of a theory section and an empirical section that investigates the topic through case advertisements. The theory section goes over authentic marketing and corporate social responsibility (CSR) and their importance as well as introduces the concepts of rainbow marketign and pinkwahing based on relevant reference material. The empirical part focuses on responses and opinions on case advertisements and authenticity of different types of rainbow marketing.
Both quantitative and qualitative methods were used in this thesis. A self-completion survey was conducted among international respondents that identify as LGBTQ+ to gain the view of the target audience. A total of 101 responses were gathered and analysed using a SPSS statistics software.
The survey showed that the respondents did pay attention to wether companies participate in CSR or implement rainbow marketing, just like literature and current treds suggested. Their reactions to different types of rainbow marketing indicated that they found rainbow marketing more authentic if it has concrete benefits to the LGBTQ+ community or if it is done in some form of co-operation with members of the community.
Literature often suggests the importance of CSR especially currently in the context of sustainability and enviromental issues, but focuses less on the social responsibilities such as diversity and inclusion. This thesis study shows that participating LGBTQ+ consumers placed importance on the authenticity of rainbow marketing and the ways companies implement it. Therefore, it is necessary to keep LGBTQ+ issues and opinions in mind as part of CSR efforts and to implement the right types of rainbow marketing.