Pride marketing campaigns and its harm for the LGBTQIA+ community
Along with the increasing support for the LGBTQIA+ community during Pride Month, comes the corporate incentive to align with these sentiments. To do so, companies engage in “rainbow-washing” through marketing themselves as LGBTQIA+ allies, primarily using their online platforms. Yet companies promoting pride are often not consistent with their support — as they display very little to no meaningful contributions to the cause. Instead, they are merely capitalizing on the support the general public wishes to give the LGBTQIA+ community. Through this commercialization of Pride Month, it is established that the intention of these companies is just to profit. This heightened performative activism disguised as advocacy brings into question what Pride Month truly signifies.