This chapter explores the branding exercise-that rainbowing-as a form of pinkwashing. The social capital and presumed purchasing power of LGBTIQ minorities, have prompted businesses to incorporate support for “diversity” in general and same-sex marriage in particular in their brand. The sentence cited above is taken from an Open Letter by Australian business leaders in support of same-sex marriage in Australia, published on the Australian Marriage Equality website at the time of the campaign for legalisation. The controversy around the Coopers boycott and Dutton’s reactions demonstrated that Humphery-Jenner’s words in 2016 were prophetic: Coopers risked significant brand damage, which could have jeopardised the small company’s survival. The US is the first country in the world to have introduced legislation on sexual harassment, following vigorous lobbying by feminists, via two landmark District Court decisions in 1976 and 1977 that extended the meaning of workplace sex discrimination in Title VII of the 1964 Civil Rights Act.