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Why brands need be careful about “rainbow washing” during Pride Month

Tom Shearsmith
01 January 1970

During Pride Month, the iconic rainbow flag flies across cities and businesses as a symbol of support for the LGBTQ community. But for companies taking part in Pride Month, simply attaching a rainbow to their brand or products is not enough when it comes to supporting real change in the world and enabling celebration.

It has been clear for the last couple of years that performative allyship does not equal a supportive business – such as those who make changes in the workplace for those who identify as LGBTQ+, or those who offer support to the community throughout the year.

Now that Pride Month has come to a close and the inevitable removal of the rainbow has begun, brands and businesses must remember to continue their fight for the queer community every month of the year.


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