That means that corporations may be forced to reevaluate the effectiveness of their pride celebrations, as their underlying values and actions are being looked at more critically. Now, savvy, younger, and more queer-identifying consumers - who have grown up with greater acceptance and representation than previous generations - are continuing to enter the market. While it may look like smart advertising, some LGBTQ people chalk up those logos - which always seem to change back on July 1 - to rainbow washing, the act of businesses advertising themselves as LGBTQ allies when their real support for rainbow causes is a bit more gray. For the past several years, hundreds of brands have rainbow-ified their logos in celebration of Pride month.ĪT&T. If you’re on any social media platform in June, it’s hard to miss the rainbow explosion.
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