Rainbow Washing and the Importance of Supporting Queer-Owned Businesses

"Rainbow washing" is a term that pops up around every Pride month, but what is it? The practice of rainbow washing exists year-round, however, the month of June is when the term is used the most - showing up on social media and in the media, in social groups, amongst marketing teams, and within the LGBTQ+ community. Rainbow washing is the practice of using rainbow symbolism or Pride imagery in advertising, marketing, merchandising, and social media as 

temporary display of public support for the LGBTQ+ community, without actually supporting the LGBTQ+ community. 

When companies and corporations – big and small – rainbow wash without actively supporting the LGBTQ+ community, it means that the LGBTQ+ community won’t see any of the profits made from Pride related campaigns and sales. Rainbow washing can also look like corporations not actively or publicly supporting LGBTQ+ people’s identities/rights, corporations who donate to discriminatory anti-LGBTQ+ politicians or organizations, corporations not supporting their LGBTQ+ employees, or keeping the profits made from rainbow washing within the corporation (or within the pockets of CEOs). These are just a few examples of what rainbow washing can look like, but this list could go on.

Now that we’re in June, the marketing teams of queer-owned businesses and corporations have been hard at work on their Pride month campaigns, the launch of their pride-themed merch, and swapping their regular logos for rainbow-themed ones. Now that Pride month is here, rainbows are quite literally around every corner, which is why it’s important to be mindful of rainbow washing practices – and even more important to support queer-owned businesses during the month of June.

Why it's important to support queer-owned businesses


• Supporting queer-owned businesses contributes to the economic empowerment of LGBTQ+ business communities, and ultimately helps lgbtq+ communities thrive.

• Supporting queer-owned businesses directly supports queer people, and thriving businesses create jobs for queer people.

• Queer-owned businesses can be a safe haven for queer people, but they have to be successful to exist and continue to be that safe haven.

• Supporting queer-owned businesses is an act of allyship to the LGBTQ+ community. Whether it’s monetary support, social media engagement, leaving a positive Google review, recommending a queer-owned business to a friend, or promoting LGBTQ+ services, training, workshops, etc. to your workplace, there are many ways to support queer-owned businesses for all budgets.


Here at VENVS, we can't emphasize enough that our rings are made for you with love, no matter who you love and how you identify. With every unique engagement ring being handcrafted with love and acceptance, VENVS is a queer-owned business that prides itself on making sure everyone feels welcome. We hope that queer couples feel empowered when shopping for engagement rings with us, and we hope that bi/pan/queer individuals in hetero-presenting relationships feel seen. Most of all, we hope that our welcoming business, out-of-the-box stones, and personalized care and attention resonate with you, no matter who you are.

From hetero couples to queer couples and everyone in between, all are welcome at VENVS, and we're absolutely honoured to be part of your love story. 



  • ##inclusive
  • ##LGBTQ