Pinkwashing is a marketing ploy.

Pinkwashing refers to two related forms of public relations (PR) strategies for ulterior motives, i.e., motives not aligned with the message taken at face value. It comprises:

Both of these acts involve some form of enforcing the gender binary, normative standards for gender and orientation, and cisssexism. This leads to further silencing, marginalising, and oppressing those groups of people they claim to be in support of. It also skews the narrative behind all related campaigns, i.e., feminism, breast cancer awareness, LGBT activism, and so on.

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