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With June comes Pride Month and a high street awash with rainbows on everything from flags to tote bags. But is this support for the LGBTQ+ community only skin deep?
Has Pride just become a marketing campaign for businesses?
- Credit: RACHEL EDGE
With June comes Pride Month and a high street awash with rainbows on everything from flags to tote bags.
But actions speak louder than social media posts, say East Anglian brand experts and business leaders, and their well-meaning message is at risk of becoming a marketing ploy.
Robert Jones, a professor of branding at the University of East Anglia, said: “I think a lot of the time attaching yourself to Pride Month is an example of cause-related marketing, it s essentially a marketing activity.
“I believe that companies are citizens, and they have duties and one of them is a duty to treat everyone as much as you can with the quality.