Throughout June, diversity and variety is demanded, highlighted, and celebrated with: parades, protests, performances, and commemorations. Besides, why simply post a rainbow flag when there are many other ways for companies to get involved in Pride Month? An overview: Pride Month and the rainbow flagĪs Pride Month, June is all about empowering LGBTQ voices, advocating for LGBTQ rights, and celebrating LGBTQ culture. Even if more visibility for the rainbow flag can generally be considered a positive development, the increased usage is also diminishing the flag’s true meaning – it is essentially an important political statement rather than a trendy accessory. Unfortunately, it’s not always clear if the stance of these companies is sincere or if they are more interested in pinkwashing marketing at the expense of marginalized groups. In recent years, it has become trendy for many companies to participate in Pride Month, contributing to the event with campaigns, social media posts or products featuring the rainbow design.
The company’s role in Pride Month: profit-making or empowerment? Instagram’s rainbow filters, the company’s logo in the colors of the rainbow, a colorfully designed limited edition displayed on the streets or decorating the windows of the city – every year, when Pride Month arrives in June, rainbow flags can be seen everywhere.