[ pingk-wosh, -wawsh ]

verb (used with object)
  1. 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.

  2. 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!

  1. 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.

Origin of pinkwash

First recorded in 1865–75, for an earlier sense; 2010–15 for def. 1; 2005–10 for def. 2; pink1 + (white)wash

Words Nearby pinkwash Unabridged Based on the Random House Unabridged Dictionary, © Random House, Inc. 2024