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 \u201crainbow washing,\u201d where brands parade their support without backing it up. What causes that disconnect? <\/p>\n
Drawing from our research and core beliefs, we\u2019ve looked closer to see what actually matters to 2SLGBTQIA+ audiences, why many feel let down by current marketing and what brands could do differently.<\/p>\n
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 \u201crainbow washing,\u201d with brands jumping on the bandwagon for visibility and offering little else beyond an annual splash of colour.<\/p>\n
But the root of the concern goes deeper. The origins of Pride<\/a> 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?<\/p>\n After the 2023 Pride season, we wanted to hear directly from 2SLGBTQIA+ communities about how these campaigns land. We kicked off \u201cPride in Practice<\/a>,\u201d 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.<\/p>\n 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?<\/p>\n 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\u2019re supposed to reach.<\/p>\n 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\u2019s \u201ceasy\u201d or \u201cmarketable\u201d and leaving real support behind once June ends.<\/p>\n For many, \u201crainbow washing\u201d described exactly that: a surface-level approach that edits out authenticity in favour of mainstream approval.<\/p>\n So what causes brands to miss the mark? It\u2019s simple: 2SLGBTQIA+ people want more than a once-a-year gesture. Real allyship looks like consistent, visible and meaningful investment.<\/p>\n 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\u2019s safe or easy.<\/p>\n 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.<\/p>\n These findings reflect our own standards, too. Our Safer Space Manifesto<\/a> guides everything we do, shaping both the way we operate and which brands we choose to partner with.<\/p>\n Using \u201csafer space\u201d acknowledges that we can\u2019t promise absolute safety, but we can always commit to accountability, listening, growth and the well-being of everyone, especially those most often marginalized.<\/p>\n It isn\u2019t just about talking the talk. We act on these intentions by holding ourselves to public promises and staying open to learning, reflection and change.<\/p>\n Posting about diversity, equity and inclusion (DEI) takes more than the right words. In our blog, \u201cHow to Respectfully Post About DEI Initiatives<\/a>,\u201d we urge brands to scrutinize their motives before sharing. Are you posting to make real change or just to tick a box?<\/p>\n 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\u2019s also crucial to use language that is both inclusive and accessible.<\/p>\n Avoid generic, self-focused posting. Don\u2019t claim to speak for groups you\u2019re not part of. People recognize contrived support, and they\u2019re quick to turn away from it.<\/p>\n Everyone we spoke to came to the same conclusion: being seen is good, but it\u2019s not all that matters. If the main thing a brand brings to Pride is rainbow packaging and themed parties, without any sustained action, it\u2019s not going to win trust.<\/p>\n 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\u2019re matched by that steady, year-round follow-through.<\/p>\n 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.<\/p>\n 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\u2019s a brand\u2019s long-term track record, not a single month\u2019s campaign, that earns genuine trust and connection.<\/p>\n It doesn\u2019t take much to tell when a campaign is just for show. But building real, lasting trust? That takes care, intention and year-round engagement.<\/p>\n Most people notice brands only show visible support during June, with rainbow graphics, Pride-themed items and parties. What\u2019s 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.<\/p>\n\n<\/div>\n<\/div>\n 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\u2019t convenient.<\/p>\n\n<\/div>\n<\/div>\n 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.<\/p>\n\n<\/div>\n<\/div>\n 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\u2019s well-being front and centre. It\u2019s not just something we say. It\u2019s something we do.<\/p>\n\n<\/div>\n<\/div>\n Start with real intent. Ask yourself why you\u2019re 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\u2019t centre the brand in every story.<\/p>\n\n<\/div>\n<\/div>\n For today\u2019s audiences, visibility isn\u2019t 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.<\/p>\n\n<\/div>\n<\/div>\n 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\u2019s easy or popular.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":" 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 \u201crainbow washing,\u201d where brands parade their support without backing it up. … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":2425,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-2426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-essentials"],"_links":{"self":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts\/2426","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/comments?post=2426"}],"version-history":[{"count":0,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/posts\/2426\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/media\/2425"}],"wp:attachment":[{"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/media?parent=2426"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/categories?post=2426"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uphouseinc.com\/marketing-hub\/wp-json\/wp\/v2\/tags?post=2426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}What We Set Out to Learn with Pride in Practice<\/h2>\n
Why Pride Marketing Feels Like a Miss<\/h2>\n
What People Actually Want Beyond the Surface<\/h2>\n
How We Live Out a Safer Space Philosophy<\/h2>\n
What Real DEI Looks Like Beyond Performance<\/h2>\n
Why Visibility Is Not Enough<\/h2>\n
What Brands Should Understand Moving Forward<\/h2>\n
FAQ<\/h2>\n
Why do so many 2SLGBTQIA+ people view Pride marketing as empty or performative?<\/h3>\n
What are people actually asking for from brand Pride campaigns?<\/h3>\n
Can you explain rainbow washing, and why there\u2019s criticism around it?<\/h3>\n
How do we turn our Safer Space philosophy into action?<\/h3>\n
Any advice for brands so their DEI or Pride messaging feels genuine?<\/h3>\n
Why isn\u2019t rainbow branding and party posting enough anymore?<\/h3>\n
What should brands keep top of mind from all this?<\/h3>\n