Cognitive Scaffold

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MENTAL MODEL · M1931

Pinkwashing

Pinkwashing
BusinessHigh supportMarketing
Included
account_tree

Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Refers to the behavior of corporations or political entities that superficially support LGBTQ+ rights (such as changing their profile picture to a rainbow) to divert public attention from their other negative actions (such as human rights violations, environmental damage), or to profit from a "progressive" image.

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

Identify hypocritical marketing. It reminds us that a company's social stance is often a business decision calculated with ROI (return on investment). To evaluate an organization, look at what it does when the spotlight is off, not what it says during Pride Month.

anchor

Anchor fast decisions

Refers to the selective cleansing of specific groups (often with gender/political implications) under the guise of anti-corruption or compliance, which is essentially driven by power rather than justice.

MINIMUM ACTION

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Source support: Explicit

  • link
    en.wikipedia.orghttps://en.wikipedia.org/wiki/PinkwashingZH · Explicit
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