Somewhere over the rainbow

As we approach the beginning of June, brands and organizations are starting to show their support for this year’s global Pride Month. The rainbow social logos, sparkly limited-edition Pride productions, and charity donations are already well underway. The now-common sight of glittery shop windows with Pride displays and brands visibly supporting their LGBTQ+ staff and allies shows just how far we’ve come from the silence and invisibility of the past. As a member of the queer community, seeing brands showing up and showing their support every June is amazing – or at least, it used to be.

As Pride Month rolls around each year, the dazzling rainbows have started to fade into more muted tones as audiences, both from within and outside the LGBTQ+ community, have started to question the intent behind their branded efforts.

We’ve had so many discussions as a team about performative actions, particularly in the last year, and it’s highlighted just how many brands are using Pride Month as a tick-the-box exercise. Rather than engaging sincerely, brands are instead crashing the metaphorical parade to cash in on rainbow-colored pounds and dollars before moving on to the next trending topic come July 1st.

I’m not suggesting that to support Pride, brands must have rainbow social logos all 365 days a year, or that Pride itself should be a year-long celebration (my sequin budget only stretches so far!). I’m also not saying brands should be put off or reticent about taking an active role in celebrating Pride altogether. What I am saying is that brands who find ways to engage with the LGBTQ+ community throughout the year — in a genuine and authentic way — are the ones who are going to stand the test of time, especially as audiences continue to call out valueless, shallow and performative actions.

The good news is that there are plenty of brands already doing this. Brands like Levi’s always come to mind as year-round allies; their recent work in collaboration with the UK Post Office and Queer Britain to support the creation and establishment of the UK’s first national LGBTQ+ museum is a testament to that.

Our SVP and Principal of Strategy and Culture, Nic Allum has recently shared her thoughts on some of the other brands we can look to as role models, how we can all show up to facilitate more diverse and inclusive cultures, and what the future of brands celebrating Pride looks like.

Read her full download here.

The reality is that, here in the UK and in the US, the LGBTQ+ community has more support, visibility, allies and equality than at any other point in history. But that’s not to say it’s a job done. Brands and organisations need to understand that the queer community is highly diverse; and ticking the rainbow box once a year doesn’t just alienate a whole community, it actively pushes them away from your brand. After all, we don’t want to just see ourselves reflected in June — we want to see ourselves and our lived experiences reflected all year long.

Until next time,

James