pandering
What to know
Pandering refers to providing exactly what a person or group wants, especially when it is not acceptable, reasonable, or approved of, usually in order to get some personal advantage. It can also refer to the practice of adapting public statements and actions to fake fitting into the culture of a given group or community.
An example of this is Hispandering, a portmanteau of “Hispanic” and “pandering” that means faking interest in Hispanic issues and culture for self-serving reasons. Or consider rainbow-washing, the use of the rainbow Pride colors or imagery in advertising and products to nod to support of the LGBTQ+ movement and community without real tangible support for the community and causes in the long term.
If your brand is connecting with a segment of the new mainstream only during the months dedicated to that identity, you may be seen as pandering to them.