The LGBTIQ+ community in Mexico is a highly profitable market of more than 8 million people with an annual consumption of 80 billion dollars. It is clear that all brands want a piece of the pie, so every year during Pride month, launch new and colorful versions of their products.

The problem is that many of them do not really support the community and only want to increase sales and take advantage of a profitable community. This false support is known as Rainbow Washing.

OBJECTIVES:

•To make brands that benefit from the LGBTIQ+ movement feel more and more pressure and make a more real contribution to the community.

•Make companies and brands understand and implement diverse and inclusive management models.

•To make visible the companies that are helping, so that they are recognized and supported for it.

•To enable consumers to make a more conscious choice.

In the context of the World Economic Forum, Capaxia, a consulting firm working for diversity and inclusion in Mexico, launched an application to scan any product with the colors of the LGBTIQ+ flag to get information about that brand’s actual commitment to the LGBTIQ+ community.

The app aims to discourage Rainbow Washing and put pressure on brands that benefit from the LGBTIQ+ movement to make an increasingly real and consistent contribution to the community.

In order for company leaders to understand the need for diversity and inclusion counseling, we brought to light one of the most common mistakes companies and their brands make; Rainbow Washing.

•JANUARY 2021: Implementation of the Rainbow Washing Research Mexico 2021 study (Data collection from more than 15 sources of verified information on more than 5 thousand brands present in Mexico).

•MAY 2022: Completion of the study and presentation of the report.

•AUGUST 2022: Development of the App; uploading data, implementation of the technology that allows scanning the marks and development of the manual search engine.

•SEPTEMBER 2022: Beta version of the application with 1,000 brands.

•OCTOBER 2022: Version 1.0 of the application.

•NOVEMBER 2022: PR launch with community leaders at major LGBTQ+ institutions in Mexico.

•NOVEMBER 2022: More than 30% of the LGBTIQ+ community downloaded the App.

•JANUARY 2023: Application launch talk at the World Economic Forum.

•FEBRUARY 2023: Mass media launch.

•MARCH 2023: Version 2.0 of the App (Under development)

•Today the application has information on more than 20,000 brands in Mexico.

•The platform delivers real-time data on more than 800 business clusters.

•Scanning any product at the point of sale provides direct access to more than 29,000 sources of verified information.

•Only a few months after the launch of its 1.0 version, it has already been downloaded by more than 2.5% of the LGBT community in the country.

•More than 5,000 major brands in Mexico have sought Capaxia's help to implement truly inclusive and diverse corporate models.

•Today we are helping to make visible the companies that are supporting the community, so that they can be recognized and supported for it.

•We make the LGBTQ+ community and its needs visible, so that the community in general understands the importance of supporting the community with strong actions.