Rainbow logos and Pride campaigns are hard to miss every June. Yet with this uptick in visibility, a wave of scepticism often follows, especially from the people these campaigns claim to celebrate. More and more, folks in 2SLGBTQIA+ communities see these colourful promotions as “rainbow washing,” where brands parade their support without backing it up. What causes that disconnect?
Drawing from our research and core beliefs, we’ve looked closer to see what actually matters to 2SLGBTQIA+ audiences, why many feel let down by current marketing and what brands could do differently.
What’s Behind the Frustration With Pride Campaigns
Pride Month brings an explosion of campaigns, slogans and rainbow packaging. But beneath all the fanfare, a growing chorus within the queer community voices frustration. Many describe the rush of June campaigns as “rainbow washing,” with brands jumping on the bandwagon for visibility and offering little else beyond an annual splash of colour.
But the root of the concern goes deeper. The origins of Pride trace back to protest and activism, not marketing or parties. So why do so many 2SLGBTQIA+ people feel disconnected from these flashy displays? What would actual support look like?
What We Set Out to Learn with Pride in Practice
After the 2023 Pride season, we wanted to hear directly from 2SLGBTQIA+ communities about how these campaigns land. We kicked off “Pride in Practice,” connecting with 500 participants across Canada and the U.S. The group spanned ages, gender identities and sexual orientations, ensuring a wide range of experiences informed our understanding.
We asked for unfiltered feedback. How did people really feel at the end of another Pride season filled with brand campaigns and events? What stood out, both good and bad?
Why Pride Marketing Feels Like a Miss
Much of what we heard boiled down to one core experience: most Pride marketing feels shallow, transactional and fleeting. Brands put rainbows on products, host one-off parties or market exclusive Pride merchandise, but those efforts rarely feel authentic or meaningful to the people they’re supposed to reach.
Our survey respondents wanted more than feel-good branding. They noticed the absence of advocacy, deeper education around 2SLGBTQIA+ issues, company-wide policy changes and financial support for actual community needs. Over and over, people described brands focusing only on what’s “easy” or “marketable” and leaving real support behind once June ends.
For many, “rainbow washing” described exactly that: a surface-level approach that edits out authenticity in favour of mainstream approval.
What People Actually Want Beyond the Surface
So what causes brands to miss the mark? It’s simple: 2SLGBTQIA+ people want more than a once-a-year gesture. Real allyship looks like consistent, visible and meaningful investment.
In our research, people said they connect with brands who go beyond party themes and rainbow logos. What matters most? Honest stories, transparent donations to queer-serving organizations, year-round advocacy, clear inclusive policies and open communication during tough moments, not just when it’s safe or easy.
Intentions are measured in actions. Community members want to see brands put their resources, influence and voice where their rainbows are. As always, substance outweighs spectacle.
How We Live Out a Safer Space Philosophy
These findings reflect our own standards, too. Our Safer Space Manifesto guides everything we do, shaping both the way we operate and which brands we choose to partner with.
Using “safer space” acknowledges that we can’t promise absolute safety, but we can always commit to accountability, listening, growth and the well-being of everyone, especially those most often marginalized.
It isn’t just about talking the talk. We act on these intentions by holding ourselves to public promises and staying open to learning, reflection and change.
What Real DEI Looks Like Beyond Performance
Posting about diversity, equity and inclusion (DEI) takes more than the right words. In our blog, “How to Respectfully Post About DEI Initiatives,” we urge brands to scrutinize their motives before sharing. Are you posting to make real change or just to tick a box?
The best approach is to show real involvement by giving time or money, sharing the work of community organizations, letting voices from impacted groups take centre stage and focusing less on your own image. It’s also crucial to use language that is both inclusive and accessible.
Avoid generic, self-focused posting. Don’t claim to speak for groups you’re not part of. People recognize contrived support, and they’re quick to turn away from it.
Why Visibility Is Not Enough
Everyone we spoke to came to the same conclusion: being seen is good, but it’s not all that matters. If the main thing a brand brings to Pride is rainbow packaging and themed parties, without any sustained action, it’s not going to win trust.
People watch what brands do beyond Pride Month, how they handle workplace inclusion, political stances, community giving and whether they speak up when risks are higher. Festive celebrations only mean something when they’re matched by that steady, year-round follow-through.
What Brands Should Understand Moving Forward
Our research leaves little doubt. Pride campaigns built around merchandise and festivities alone are likely to fall flat. Audiences are looking for something that lasts. They want brands to offer transparency, contribute financially or through advocacy and uphold genuine values, even during challenging times.
Authenticity means putting the real work in, not just relying on a colourful filter or a seasonal release. It means supporting with actions, not just posts. Ultimately, it’s a brand’s long-term track record, not a single month’s campaign, that earns genuine trust and connection.
It doesn’t take much to tell when a campaign is just for show. But building real, lasting trust? That takes care, intention and year-round engagement.
FAQ
Why do so many 2SLGBTQIA+ people view Pride marketing as empty or performative?
Most people notice brands only show visible support during June, with rainbow graphics, Pride-themed items and parties. What’s missing is genuine advocacy, education, community investment and policy work that lasts. When everything centres on surface-level gestures, support feels fleeting and largely self-serving.
What are people actually asking for from brand Pride campaigns?
They want to see more than a one-time statement or event. Authentic storytelling, ongoing community support, transparent donations, inclusive workplaces, real advocacy and visible commitments outside of Pride Month all matter. Brands need to show up even when it isn’t convenient.
Can you explain rainbow washing, and why there’s criticism around it?
Rainbow washing describes when companies use Pride symbols to look supportive (and make a profit) but skip the meaningful work of backing up those claims. Instead of championing 2SLGBTQIA+ communities, they focus on glossy optics, leaving many feeling used instead of seen.
How do we turn our Safer Space philosophy into action?
Our Safer Space Manifesto guides us to ally ourselves with BIPOC, 2SLGBTQIA+ folks and people with disabilities. This means sticking to our word, clearly stating our values, practising ongoing learning and always putting people’s well-being front and centre. It’s not just something we say. It’s something we do.
Any advice for brands so their DEI or Pride messaging feels genuine?
Start with real intent. Ask yourself why you’re posting. Let your actions (donations, volunteering, boosting underrepresented voices) come before your marketing. Let community members speak for themselves. Make sure your language is welcoming and don’t centre the brand in every story.
Why isn’t rainbow branding and party posting enough anymore?
For today’s audiences, visibility isn’t all that matters. People now pay attention to what brands do behind the scenes and all year round. How are employees treated? Does leadership speak out for 2SLGBTQIA+ rights in tough moments? A seasonal shift in messaging no longer convinces anyone.
What should brands keep top of mind from all this?
Trust is built on consistent action, not just a temporary campaign. To genuinely connect with 2SLGBTQIA+ people, make real investments, practise what you preach and champion inclusive policies in everything you do, not just when it’s easy or popular.
