Pride month. It’s as much a time to celebrate the strides the LGBTQIA+ community has made as a time to challenge the status quo and push for change still to come.
But this Pride, we’re asking if brands can be proud of their efforts in June – and all year round. As consumers in the community call out rainbow washing and inauthenticity, should brands be wary of logo changes, of vocalising support, or of inaction? In an increasingly polarised landscape, is it a brand’s place to weigh in on personal or political issues? And is not taking a stance more risky than speaking up?
We asked US, UK, German and French consumer communities what they think is the right direction for brand diversity, inclusion, and equity generally, but particularly for Pride. Here is what they said…
