Promoting social responsibility, particularly, in the diversity, equity and inclusion (DEI) /LGBTQ+ space requires a thoughtful and genuine commitment to fostering a diverse and respectful workplace. However, many companies have sadly fallen into the trap of social-washing, where their marketing efforts are more about capitalising on the popularity of equality or social justice causes – from gender equality to race/LGBTQ+ matters – without showing any genuine support, and consequently lose valuable employees and customers in the process.

In many ways, social washing is an extension of greenwashing, where companies attempt to capitalise on the growing consumer demand for sustainable and socially responsible products/services.  Like green washing, social washing often involves tokenistic, surface-level initiatives or PR campaigns that aim to improve an organisation’s image regarding social issues without taking any substantial or meaningful action to address those issues. For example, in the DEI/LGBTQ+-inclusion space, companies may take part in Pride campaigns, yet lack any consistent action to back those claims or provide support to further LGBTQ+ inclusion and equity.

Social washing tell-tale signs
Like green washing, pink washing falls under the umbrella of social washing. Many companies have fallen into the trap of pink-washing, where marketing efforts are more about capitalising on the popularity of LGBTQ+ issues for profit rather than genuinely supporting and advocating for the community’s well-being. For example, every year many companies take part in Pride Month campaigns, by featuring rainbow-coloured logos, LGBTQ+ slogans, and messages of support for the community. Some even launch limited-edition rainbow-themed products. Yet, upon closer examination, it becomes apparent that the company’s actual practices don’t align with their outward display of support. For example, they might lack LGBTQ+ inclusive policies for their employees, fail to offer partner benefits to same-sex couples, lack queer representation on their boards/executive teams, or even (albeit unconsciously) contribute to political causes that oppose LGBTQ+ rights.

Sadly, many companies have made public statements in support of movements like LGBTQ+ rights or Black Lives Matter, particularly in the US, while simultaneously financially supporting political candidates or organisations that actively oppose LGBTQ+/racial equality. This inconsistency could be seen as an attempt to appeal to both LGBTQ+/Black consumers groups, as well as individuals or groups with extreme right-wing views.

Today’s savvy consumers/employees are quick to spot examples of social washing like this. There are countless examples of where a company claims to be disability/LGBTQ+-friendly and inclusive in their marketing/PR campaigns, but then actually lack the policies or initiatives to back their claims, for example by failing to provide adequate accommodations for employees with disabilities or truly inclusive healthcare policies for LGBTQ+ employees.

The consequences of social washing
Organisations need to be very careful about social washing as it could seriously harm their reputation and relationships with their stakeholders – employees, consumers and investors – resulting in a huge a loss of trust in the company, which will ultimately hurt the bottom line. Employees are increasingly concerned about the ethical and social practices of their employers. Insincere or superficial social initiatives can also damage your employer brand, resulting in the failure to attract new recruits, especially the more socially conscious younger generations, as well as lead to dissatisfied, valuable talent jumping ship to a more socially responsible company.

In short, companies should prioritise genuine and meaningful efforts to address social issues, without falling into the ‘social washing’ trap. Remember that promoting or demonstrating support for social issues like LGBTQ+ rights is not just about ticking boxes; it’s about creating a culture of acceptance, respect and equality. Promoting social responsibility, particularly, in the DEI /LGBTQ+ space requires a thoughtful and genuine commitment to fostering a diverse and respectful workplace.

How to be more socially responsible
Our tips for companies looking to be more socially responsible, include:

1. Educate and train: Provide practical and relevant training to all employees on DEI and LGBTQ+ awareness, terminology and issues to foster understanding, empathy and respectful behaviour among your workforce.
2. Offer inclusive policies and benefits: Develop and enforce non-discrimination policies that explicitly include sexual orientation, gender identity, and gender expression. Ensure that these policies are well-communicated and understood by all employees. Offer equal benefits and protections to all employees, regardless of their sexual orientation or gender identity.
3. Create a safe work environment: Create a safe and inclusive work environment where employees of all backgrounds and intersectionalities feel comfortable being themselves.
4. Ensure diversity in leadership: Strive to have diverse representation at leadership levels, which include marginalised groups, such as LGBTQ+ professionals, people of colour and all abilities.
5. Invest in supplier diversity programmes and partnerships and support the causes you care about. Collaborate and partner with organisations, activists and experts to ensure that your efforts are aligned with the needs and priorities of the communities that you support. Donating or volunteering to charities that matter to your organisation will also demonstrate your commitment to the causes you claim to care about.
6. Speak out and lead by example: Use platforms that you support, such as myGwork, to share stories about how you advocate for equal rights of all the communities you serve both within your company and in the wider community. By speaking out and leading by example, you’ll demonstrate your strong ongoing commitment to those marginalised groups or environmental causes that you support, and indirectly influence other companies to follow suit and contribute to much-needed societal change.