A Study on Rainbow Marketing Theme Based Approach-Critical Review

Abstract

Despite changes in norms and laws that have brought in relating to issues of homosexual marriages and the rights of lesbians, gays, bisexuals, transgender, and queers, the public is not easily accepting them in society. Still, they are sharply divided from the mainstream of society. Increased Diversity, Equity, and Inclusion in Societies made marketers involve a rainbow theme in their marketing activities. Few corporates felt this move was a part of corporate responsibility and gaining society’s attention. Attitudes on the acceptance of advertisements endorsed by different sexual oriented were stereotyped. The effect was both positive and negative with few advertisements criticized by the community. Few Western countries accepted this without much fuss, but in most of the countries in Western and South East Asian countries like India, society is not ready to accept and has made strong criticism. Modifying or withdrawing advertisements after negative criticism from conservative groups was witnessed. Few audiences criticized the rainbow marketing initiative as a pink wash. In this context, this paper tries to present the various corporates who had attempted their advertisement by taking transgender to endorse and the impact. This research is based on Indian Sub-continent consumer and their opinion only.  The paper aims to present how corporations can bring a positive impact on society by effectively advertising with a rainbow theme which can give mileage for marketing to impress transgender as the number in their community keeps on increasing.