It’s fantastic to see brands displaying support during Pride Month, yet true allyship shines through ongoing commitment and tangible contributions, offering a lasting positive impact for the LGBT+ community.

So, it’s Pride Month. Your favourite brand has just made their logo pride-themed, adorned their Instagram page with rainbows, and voiced that they’re an ally of the LGBT+ community. Great start! But let's look a little deeper at how brands display ongoing, tangible support to the community, going beyond surface-level gestures that could be described as pinkwashing.

What is pinkwashing?

Similar to greenwashing in the environmental sphere, pinkwashing (also known as rainbow-washing) is when brands over-amplify their support for LGBT+ rights and issues merely for their public image or market valuation. This could include creating products or services that are marketed as LGBT+ friendly, without evidence of the brand’s own actions of support for challenges faced by LGBT+ people.

Millennials and Gen-Z believe it’s important to look deeper than the rainbow branding to see whether a brand’s actions align with their words. So let’s do just that and check out some brands doing great work for Pride Month and beyond.

LUSH

The cosmetics brand, LUSH, partnered with the LGBT+ charity Galop to campaign against conversion therapy. They included a dedicated page on their website that provided information on the issue, a template for customers to write to their MP about banning conversion therapy, and also outlined how their profits were being donated to Galop. Their transparency in how they were contributing to the cause demonstrated genuine commitment, helping to build trust between them and their LGBT+ audience and beyond. So yes, they may have upped the rainbows on their branding and products, but they also supported the cause whilst educating their customer base, demonstrating a clear alignment between their marketing and company values.

Duolingo

Language learning app, Duolingo, is known for including LGBT+ characters and narratives in its lessons. They feature blog posts written by staff, with testimonials from their LGBT+ employees. These blogs share personal stories of inclusion and representation, emphasising the company's commitment to diversity. Elements like this demonstrate Duolingo’s authenticity, allowing their customers to connect with real people. The diverse voices and experiences humanise the brand image, making it relatable and trustworthy. It also indicates there’s work going on behind the scenes to provide support and community within their workplace.

Wagamama

Wagamama exemplifies an inclusive approach all year round by collaborating with smaller, regional LGBT+ organisations such as The Spencer Trust in the East Midlands and Across Rainbows in Brighton. In 2023, Wagamama hosted ‘Soul Sessions’, a series of live music events in various locations that featured performances by LGBT+ artists. This continuous engagement throughout the year, rather than being confined to a single month, reflects a genuine and supportive stance towards the LGBT+ community.

Pride is an important month as it celebrates LGBT+ people worldwide, marking acceptance and equality, and raising awareness of the challenges faced by many in the LGBT+ community. While it’s encouraging to see brands showing visible support during Pride Month, it's crucial to look beyond the rainbows and assess the real impact of their actions. 

Brands that visibly engage with and support LGBT+ organisations send a powerful message of inclusivity and solidarity. Not only are they strengthening their relationship with the LGBT+ community, they’re also enhancing their reputation among all customers who value diversity and social responsibility.

We love how these brands have shown true allyship with their ongoing commitment and tangible contributions, offering a lasting positive impact for the LGBT+ community. Do you have more examples of brands who have positively stood out to you for their authentic marketing? We'd love to hear about it, send us a message on our socials - X, Instagram, LinkedIn.