Emma Nauleau-Laplanche - Jun 29, 2022

Pink washing: How can Digimind raise awareness internally and externally?

 Digimind Pride (Blogpost Cover)
 
Pink washing: How can Digimind raise awareness internally and externally?
 
The purpose of this interview is to start a conversation within Digimind to raise awareness and to help our clients avoid pink washing. “Pink-washing”, also known as “rainbow-washing”, is a problematic path for any brand. The use of LGBTQIA+ symbols and terminology for one month does not make a company an ally, as their intentions are not based on shared values. 
That is why Victor Cruz, Account Manager, wants to openly communicate about it and start new initiatives to show Digimind's commitment. 
Capture d’écran 2022-06-23 à 14.49.30

In addition to being Account Manager, Victor Cruz is part of Digimind's CSR team.  He is committed to create visibility and use Digimind's listening software to avoid and inform clients on pink washing.  

 

What has Digimind accomplished? 
 
Digimind is part of the Diversity Charter, a French program with a pledge that can be signed by organisations wishing to act against discrimination and towards diversity. Today, the Diversity Charter brings more than 3,800 organisations together, including: companies, associations, players in the social economy, public institutions, and local authorities. The Diversity Charter signing embodies Digimind’s commitment. Based on six articles, the Charter guides Digimind to implement concrete actions and progress through innovative practices. 

Additionally, in 2021, impressed with our Social Listening methodology, Forbes Mexico Magazine interviewed us, garnering a positive response and encouraging discussions across various digital platforms.

 

How can Digimind's listening software help your company avoid pink washing? 

 

Pride Month has arrived, and it is common to see companies embrace the celebration of LGBTQ+ rights. However, an informed consumer can easily detect and call out companies when these actions are inauthentic. At Digimind, we analysed online conversations about the role brands play during Pride Month to discover the best practices in demonstrating genuine celebration and pledge to action. 

 

1. Express your commitment with concrete initiatives

Supporting the LGBTQ+ movement goes beyond using their colours. Companies with positive evaluations demonstrate how they give back to the community with actions, such as Diversity & Inclusion programs, donations to NGOs, etc.

 

2. Representation is key 

Representing the LGBTQ+ community in marketing materials and advertising is important to show consistency and authenticity.

 

3. Pride is year-round 

One of the most common objections is the drop in visibility of support after June. Communicating ongoing actions throughout the year will help build credibility.

 

4. Be authentic 

Consumers negatively rate companies whose approach to Pride is perceived as merely a marketing opportunity to generate sales. They want to know what brands are doing behind the scenes and if the support received in June is consistent with their everyday values.

 

 

About Digimind

Digimind is the global leader in AI-Powered social listening platforms and market intelligence software, designed for brands and agencies who want to accelerate digital transformation through an insights-driven approach. Digimind’s best-in-class technology transforms social and online data into actionable business insights, enabling marketers to effectively plan, execute, and analyze their marketing strategy. With offices in New York, Paris, Singapore, Grenoble, Rabat, Buenos Aires, Mexico, Madrid and Amsterdam, Digimind is serving more than 700 customers worldwide.

 

Additionally, as part of its CSR strategy, Digimind gives privileged access to its social media monitoring tools to schools and nonprofit organisations. This new program, digimind.org, is implemented in order to extend this initiative to a larger number of associations and to open it to secondary education. 

 

Written by Emma Nauleau-Laplanche

My name is Emma Nauleau-Laplanche, I am an intern of CSR practices at Digimind. I aspire to keep working and progress in the CSR and sustainability sectors. What inspired me to work in this field was when I was in in South America with The Traveling School, a school based on experimental learning, which made me thing about my impact on the world. Since then, I have enjoyed seeing new things and did a bachelor in environmental sciences in Singapore and a Master in Sustainability Management in Politecnico di Milano.