Rainbow Washing Advertising: Experiments with the Reaction of LGBTQIAPN+ Consumers

This study aimed to analyze LGBTQIAPN+ consumers’ reactions to rainbow washing advertising. A hypothetical-deductive approach was used through two sequential experiments, comparing two advertisements (characterization of rainbow washing × neutral): first, exploratory (n = 20), using implicit data collection, including eye tracking and implicit association/attitude, and second, explanatory (n = 74), applying self-reported data collection. Rainbow washing advertising performed better in terms of visual behavior and attention, resulting in a more positive emotional reaction to the advertisement and a better evaluation of the brand. Identifying the practice also proved more difficult in the face of rainbow washing, which corroborates the difficulty of distinguishing it. Thus, it was possible to validate the influence of rainbow washing on consumer behavior, even among the LGBTQIAPN+ audience, who are supposedly more interested, attentive, and critical of such messages. However, monitoring negative media repercussions related to the brand can enhance consumers’ critical thinking, thus mitigating this influence. These results corroborate the scenario of an increase in misleading marketing communications, especially rainbow washing, aggravated by the difficulty consumers have in identifying and distinguishing genuine organizational practices from misleading ones. Thus, as a managerial implication, we highlight the need for greater awareness on the part of both organizations and consumers.