- 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.
- 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!
- 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.
