On parle beaucoup de greenwashing depuis des années, mais depuis quelques temps, on voit émerger des nouvelles sortes de blanchiment de la part des entreprises. Aujourd’hui, on se penche sur le pinkwashing.
Le Pinkwashing, c’est quoi ?
Le terme a été inventé aux Etats-Unis au début des années 2000 par une association de lutte contre le cancer du sein. L’asso voulait dénoncer les marques qui utilisent le cancer du sein comme argument de campagnes marketing. Depuis, l’expression a pris un tournant et concerne les organisations qui surfent sur la cause LGBT+ pour se blanchir (en gros pour faire son marketing en business, ou redorer son image pour des organisations gouvernementales par exemple).
Les acteurs luttant contre le pinkwashing reprochent à des entreprises et des organismes publiques de se joindre à la cause par effet de mode et pas par vraies revendications. On a bien remarque que depuis quelques années, le mois des fiertés (juin) est énormément utilisé comme un temps fort à des fins marketing. Quels acteurs sont sincères dans leur engagement ? Lesquels se rallient à la cause pour avoir une bonne image ?
Être gay-friendly et le revendiquer est devenu un argument commercial pour les marques. En effet, une grande majorité des alliés de la cause préfère laisser leur argent à des entreprises gay-friendly. Alors, si c’est un marque qui a œuvré et œuvre encore pour le droit des personnes LGBT, ça ne cause pas de souci, mais si l’entreprise ne s’est en réalité jamais penché dans la cause, c’est là qu’on parle de pinkwashing (on cherche des vrais engagements ici, sortir un t-shirt arc-en-ciel ne signifie pas nécessairement s’engager pour la cause).
Le banc des accusés
Penchons nous vers les entreprises qui ont été accusées de pratiquer le pinkwashing.
Nike
En 2018, Nike sort une collection capsule « BE TRUE ». Quatre paires de baskets aux couleurs de la lutte pour les droits LGBT+, ou avec des triangle magenta au niveau des talons. C’est là que ça pose souci. Ce triangle était en effet le sigle utilisé par les nazis pendant la seconde guerre mondiale pour identifier les prisonniers homosexuels masculins dans les camps de concentration. Il a été ensuite détourné par l’association Act Up pour militer contre les discriminations. L’appropriation de ce symbole n’a pas été accepté par la communauté LGBT+, considérant que les problématiques des personnes LGBT+ n’avaient aucun lien avec des paires de baskets.
L’entreprise clamait également qu’elle donnerait une partie des bénéfices de la collection à des associations luttant pour les droits des LGBT+. Depuis, la marque sort une collection Be True tous les ans. C’est drôle car ils n’ont jamais dévoilé la part versée à des associations… Les associations de défense des droits LGBT+ l’imaginent faible aux vues des chiffres d’affaires de Nike chaque année.
Calvin Klein
Encore une histoire qui a fait un sacré bad buzz. En 2019, la marque lance la campagne « Pride » pour le mois des fiertés. Calvin Klein sort alors une publicité où on peut voir deux femmes s’embrasser : Bella Hadid et Lil Miquela (une influenceuse virtuelle). Le problème c’est que… aucune de ces deux personnalités publiques n’est une figure LGBT+. « Un baiser à des fins commerciales », c’est ce que disent de nombreux internautes mécontents, dont le compte officiel de la communauté LGBT. Beaucoup se plaignent d’avoir encore une fois une image misogyne sexualisant les femmes lesbiennes.
La marque s’excuse publiquement, partage une vidéo similaire avec deux hommes échangeant un baiser. On est pas convaincu…
Marks & Spencer
Vous pensiez qu’on avait touché le fond ? Attendez de lire cette histoire. En 2019, l’enseigne Marks & Spencer transforment l’iconique sandwich « LBT » (laitue bacon tomate) en « LGBT », en rajoutant du guacamole. Non, vous ne rêvez pas. Et ils associent cela avec un packaging aux couleurs arc-en-ciel.
Vous imaginez bien, ce n’est pas passé. Les identités sexuelles associées à des aliments, ça a été très mal pris par la communauté. En même temps, faire une association entre une communauté discriminée et un petit snack pour la pause dej, c’est très moyen.
Je finirais en disant en disant que si une entreprise est réellement engagée, elle ne se réveillera pas au mois de juin pour clamer défendre les droits des LGBT+. Il faut des actes, toute l’année, sans forcément s’en vanter.
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