As the month of June ends, the rainbow decor in storefronts is replaced with sale signs and fresh new looks. To the public eye, it may seem as if these brands are supporting Pride, but it’s almost as if it’s treated like just another seasonal holiday to help boost sales. News flash: stamping a rainbow on your products doesn’t make your company an advocate for the LGBTQ+ community.
Obtaining equal rights for LGBTQ+ people is still an ongoing battle. Pride month was put in place to commemorate the Stonewall riots that kickstarted the fight for equality. While the month does hold several celebratory events, such as parades, there is a deep meaning to what Pride is all about. Often times, people treat it as a holiday to dress up and celebrate without really supporting what it’s all for. This also goes for the companies that have appropriated Pride month for their apparel and marketing in order to gain recognition from the public and, ultimately, promote sales.
On the other hand, there are some companies that actually donate profits from their Pride collections to LGBTQ+ organizations. 100% of net proceeds from Levi’s collection benefitted the Harvey Milk Foundation and the Stonewall Community Foundation. Other brands like American Eagle, Converse, H&M, and Disney took the initiative to help similar organizations, as well. This can also be beneficial for the consumers to learn about what organizations actually support the LGBTQ+ community.
While companies may be accepting praise for their colorful new looks in June, make sure to find out what they’re doing behind the scenes to help. Anyone can talk the talk, but not everyone walks the walk.