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.