“Pinkwashing” connotes that the effort is superficial and fake. That is, it’s advertising. There’s no serious commitment to underlying principles.

“Why do you care so much?” — Stern asked — but the advertiser is always asking you to care — care, but only just enough. Don’t under- or over-care. Care the amount that makes you like the product and want to buy it. It’s hard to calibrate! Remember when Pepsi miscalculated?*