pinkwashing

Noun

pinkwashing (uncountable)

1. The practice of a state or company presenting itself as gay-friendly and progressive to downplay its negative behavior.
   • Several protesters, many of whom said they were Jewish, invoked what they called pinkwashing, Israel's alleged touting of its progressive stance on gay rights as a way of deflecting global attention away from its treatment of Palestinians.2012 March 6, Tim Murphy, “A Gay Community Center's Middle-East Problem”, in New York Magazine
2. The practice of a company using support of breast cancer-related charities to promote itself and its products or services.
   • One such pinkwashing campaign was KFC's "Buckets for the Cure," an attempt by the fried chicken franchise to raise breast cancer awareness in partnership with Susan G. Komen for the Cure.2011, Our Bodies, Ourselves, Touchstone, →ISBN
3. The practice of making a toy pink to signal that the manufacturer is marketing it toward girls.
   • Today, the pink-washed versions of toys that had been marketed solely to boys for decades are touted as a shift toward gender-neutrality.2014 December 22, Elizabeth Sweet, “How Did Toys Get Stereotyped by Sex?”, in The New York Times