{"id":5172,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&p=5157"},"modified":"2026-10-12T18:30:00","modified_gmt":"2026-10-12T11:30:00","slug":"tay-cau-vong-da-dang-rainbow-washing","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/tay-cau-vong-da-dang-rainbow-washing\/","title":{"rendered":"T\u1ea9y c\u1ea7u v\u1ed3ng \u0111a d\u1ea1ng (Rainbow Washing) l\u00e0 g\u00ec?"},"content":{"rendered":"

T\u1ea9y c\u1ea7u v\u1ed3ng \u0111a d\u1ea1ng (Rainbow Washing \/ Pride Washing)<\/strong> l\u00e0 chi\u1ebfn thu\u1eadt ti\u1ebfp th\u1ecb c\u01a1 h\u1ed9i trong \u0111\u00f3 c\u00e1c nh\u00e3n h\u00e0ng \u0111\u1ed5i \u1ea3nh \u0111\u1ea1i di\u1ec7n sang m\u00e0u c\u1ea7u v\u1ed3ng v\u00e0 tung ra c\u00e1c b\u1ed9 s\u01b0u t\u1eadp gi\u1edbi h\u1ea1n trong th\u00e1ng 6 h\u00e0ng n\u0103m nh\u1eb1m thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb, nh\u01b0ng n\u1ed9i b\u1ed9 c\u00f4ng ty ho\u00e0n to\u00e0n thi\u1ebfu v\u1eafng c\u00e1c ch\u00ednh s\u00e1ch b\u1ea3o v\u1ec7 nh\u00e2n vi\u00ean LGBTQ+.<\/p>\n

B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n

Kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch s\u00e2u s\u1eafc trong nghi\u00ean c\u1ee9u v\u1ec1 “Ch\u1ee7 ngh\u0129a ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ch\u00e2n th\u1ef1c” (Brand Activism) c\u1ee7a Vredenburg et al. (2020). Rainbow washing th\u1ec3 hi\u1ec7n s\u1ef1 b\u1ea5t t\u01b0\u01a1ng x\u1ee9ng gi\u1eefa Tuy\u00ean b\u1ed1 truy\u1ec1n th\u00f4ng (Talk)<\/em> v\u00e0 H\u00e0nh \u0111\u1ed9ng th\u1ef1c t\u1ebf (Walk)<\/em>. S\u1ef1 gi\u1ea3 t\u1ea1o l\u00ean \u0111\u1ebfn \u0111\u1ec9nh \u0111i\u1ec3m khi c\u00e1c b\u00e1o c\u00e1o t\u00e0i ch\u00ednh ch\u1ec9 ra r\u1eb1ng m\u1ed9t s\u1ed1 t\u1eadp \u0111o\u00e0n v\u1eeba b\u00e1n \u00e1o thun c\u1ea7u v\u1ed3ng v\u1eeba ng\u1ea7m t\u00e0i tr\u1ee3 h\u00e0ng tri\u1ec7u \u0111\u00f4 la cho c\u00e1c ch\u00ednh tr\u1ecb gia \u0111ang v\u1eadn \u0111\u1ed9ng th\u00f4ng qua lu\u1eadt k\u1ef3 th\u1ecb ng\u01b0\u1eddi chuy\u1ec3n gi\u1edbi.<\/p>\n

B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n

C\u1ed9ng \u0111\u1ed3ng ng\u00e0y nay s\u1edf h\u1eefu c\u00e1c c\u00f4ng c\u1ee5 tra c\u1ee9u d\u1eef li\u1ec7u minh b\u1ea1ch, h\u1ecd d\u1ec5 d\u00e0ng v\u1ea1ch tr\u1ea7n c\u00e1c chi\u1ebfn d\u1ecbch t\u1ea9y c\u1ea7u v\u1ed3ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, bi\u1ebfn m\u1ed9t ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb t\u01b0\u1edfng ch\u1eebng v\u00f4 h\u1ea1i th\u00e0nh m\u1ed9t cu\u1ed9c kh\u1ee7ng ho\u1ea3ng danh ti\u1ebfng nghi\u00eam tr\u1ecdng.<\/p>\n

V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n

M\u1ed9t chu\u1ed7i si\u00eau th\u1ecb \u0111\u1ed5i c\u1edd l\u1ee5c s\u1eafc tr\u00ean trang m\u1ea1ng x\u00e3 h\u1ed9i \u1edf c\u00e1c n\u01b0\u1edbc ph\u01b0\u01a1ng T\u00e2y nh\u01b0ng gi\u1eef nguy\u00ean logo b\u00ecnh th\u01b0\u1eddng \u1edf c\u00e1c chi nh\u00e1nh t\u1ea1i c\u00e1c qu\u1ed1c gia c\u00f3 lu\u1eadt c\u1ea5m \u0111\u1ed3ng t\u00ednh, \u0111\u1ed3ng th\u1eddi t\u1eeb ch\u1ed1i c\u1ea5p ch\u1ebf \u0111\u1ed9 b\u1ea3o hi\u1ec3m y t\u1ebf cho b\u1ea1n \u0111\u1eddi c\u00f9ng gi\u1edbi c\u1ee7a nh\u00e2n vi\u00ean n\u1ed9i b\u1ed9.<\/p>\n

Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n
    \n
  • \u1ee6ng h\u1ed9 s\u1ef1 \u0111a d\u1ea1ng ph\u1ea3i l\u00e0 gi\u00e1 tr\u1ecb v\u0103n h\u00f3a doanh nghi\u1ec7p nh\u1ea5t qu\u00e1n quanh n\u0103m, kh\u00f4ng ph\u1ea3i l\u00e0 chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o theo m\u00f9a v\u1ee5 th\u00e1ng 6.<\/li>\n
  • Doanh nghi\u1ec7p c\u1ea7n r\u00e0 so\u00e1t l\u1ea1i ch\u00ednh s\u00e1ch nh\u00e2n s\u1ef1 n\u1ed9i b\u1ed9 tr\u01b0\u1edbc khi l\u00ean ti\u1ebfng rao gi\u1ea3ng v\u1ec1 quy\u1ec1n b\u00ecnh \u0111\u1eb3ng tr\u01b0\u1edbc c\u00f4ng ch\u00fang.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    H\u00e0nh vi doanh nghi\u1ec7p \u0111\u1ed5i logo sang m\u00e0u c\u1edd l\u1ee5c s\u1eafc trong Th\u00e1ng T\u1ef1 h\u00e0o (Pride Month) \u0111\u1ec3 t\u1ecf ra ti\u1ebfn b\u1ed9 nh\u01b0ng kh\u00f4ng c\u00f3 h\u00e0nh \u0111\u1ed9ng th\u1ef1c ch\u1ea5t ho\u1eb7c v\u1eabn t\u00e0i tr\u1ee3 cho c\u00e1c ch\u00ednh s\u00e1ch k\u1ef3 th\u1ecb.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[475],"class_list":["post-5172","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-rui-ro-khung-hoang"],"yoast_head":"\nT\u1ea9y c\u1ea7u v\u1ed3ng \u0111a d\u1ea1ng (Rainbow Washing) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/tay-cau-vong-da-dang-rainbow-washing\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u1ea9y c\u1ea7u v\u1ed3ng \u0111a d\u1ea1ng (Rainbow Washing) l\u00e0 g\u00ec? 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