DDB Mexico | Capaxia

Insight:

During Pride Month in Mexico, hundreds of brands launch new and colorful versions of their products in an attempt to tap into the highly profitable market of 7 million Mexicans with an annual consumption of 80 billion dollars.

The problem is that many of these brands do not support the LGBT community, a practice known as Rainbow Washing. During the World Economic Forum, Capaxia launched: Rainbow Washing Detector. An application that can scan any product with the flag colors directly at the point of sale to determine how it tangibly supports the LGBTQ+ population.

Impact:

A few months after launching version 1.0, the app has already been downloaded by more than 50,000 of the country’s LGBT community.

Today, the application has information on more than 10,000 brands in Mexico providing real-time data on more than 3,000 companies in Mexico.

More than 30 major brands in Mexico have enlisted Capaxia’s help to implement truly inclusive and diverse business models.