It effectively erases the importance of Pride month and the reason June is an important month for the LGBTQ+ community, which is because the Stonewall riots occurred at the end of June 1969 in Manhattan, and instead makes it about selling something. Throwing a rainbow on something or posting a generic “we support…” message is a lazy attempt at “seasonal” marketing, effectively taking advantage of what still is a political event - despite the belief by many that Pride is just a party.
#Anti gay flag performance windows
While this may seem like a positive thing - after all, supporting a marginalized community can only ever be a good thing, right? - the rainbow washing of everything from fizzy drinks to bank windows doesn’t really tell the whole story.įor starters, there is a big difference between supporting a community and fulfilling a brand purpose. Throughout June, July and August, rainbows seem to appear everywhere as brands show their apparent support for the LGBTQ+ community.
But to many in the marketing and advertising world, it means incorporating rainbows into campaigns ahead of Pride month in June. We’re fast heading toward summer, which to most means sunshine, holidays and ice cream.
Opinion: The rainbow washing of marketing campaigns during Pride may seem like a positive, but are those bright colours really supporting the LGBTQ+ community or just fulfilling a brand purpose?