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In fact, two in five companies with Pride campaigns are donating no proceeds to LGBTQ+ causes in 2019, according to research by Reboot Online. This lack of tangible support is unfortunately present in many organizations. What Is Rainbow Washing?Īccording to Justice Namaste, Social Media Coordinator at WIRED, “ Rainbow-washing allows people, governments, and corporations that don’t do tangible work to support LGBTQ+ communities at any other time during the year to slap a rainbow on top of something in the month of June and call it allyship.” “We’re at a place where consumers and activists are going to hold brands accountable for walking the walk if they talk the talk,” said Jay Porter, president of Edelman, Chicago, in an interview with the Chicago Tribune.
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They’ll spot your superficial show of support from a mile away. In fact, commercializing this important month without backing it with real support and action can turn away customers. Slapping a rainbow over a logo and calling it a day is simply not doing enough - and people notice. The month of June is as much about celebrating how far we’ve come as it is about continuing the fight for acceptance and equality. The LGBTQ+ community still faces exclusion and experiences discrimination at work, school, and generally in society. The thing is, while Pride month is definitely a celebration, it’s not all rainbows and sparkles. This “support” is often just superficial in an effort to be relevant. While I have loved seeing colorful rainbows just about everywhere I turned recently, I am conflicted, knowing many organizations aren’t doing much beyond simply flying the rainbow flag. However, the end of Pride month also has me contemplating all of the Pride-related marketing campaigns I’ve come across.Įverywhere you look there seems to be a rainbow-clad advertisement.įrom bus stops to billboards, online ads to company logos on social profiles, there is no shortage of color in corporate branding this month. My friends and me before Chicago Pride Fest 2019 Over time, this march transformed into the Pride parades and celebrations we have today.Īs June comes to a close, I wanted to reflect on the amazing time I’ve had (and will have - the Chicago Pride parade is this Sunday, June 30) at Pride events this year. They marched to drive the advancement of LGBT rights and protest the laws that led to the police raids and subsequent riots one year prior. The momentum from the riots launched a massive civil rights movement and a year later, on June 28, 1970, thousands returned to march at the former site of The Stonewall Inn.