Companies taking a stance in terms of purpose marketing, brand activism, or corporate social advocacy has gained more attention in corporate communication in recent years. Although these terms cannot be considered synonymous, it is evident that more and more companies are using LGBT+ symbols in their communications (“rainbow communication”), especially during the so-called “Pride Month”. However, companies that use LGBT+ symbols are not always accepted. Using data from two different European countries, we contribute to the existing literature on the acceptance of diversity, equity, and inclusion (DEI) by providing evidence that only part of the population favours companies taking a stance and using LGBT+ symbols. Moreover, we find strong evidence that the vast majority suspect rainbow washing - using LGBT+ symbols by companies without real conviction and LGBT-friendly actions. At the same time, the results show that different target groups have (very) different views on it, so a special communication strategy is necessary. This paper builds on an earlier version presented at an international conference, where initial discussions explored how the Bass model, established in another context, could inspire strategies for addressing these challenges. Here, we present an extended perspective on the topic and its management implications.