With Pride month ending with celebrations across the weekend in London, the city saw floods of rainbows across every store and street. Over the last few years, the support for LGBTQ+ rights has seen many of the world’s biggest brands advertise the rainbow flag on their logos, shop windows, advertisements and even products. Nevertheless, the moment the month ends and pride celebrations decline, so does the support from those supposedly supportive brands. Thus raising the question, is the support for LGBTQ+ community a ploy used to increase the audience and therefore sales?

Over the years, many LGBTQ+ activists have picked up on the trends, with the term “rainbow washing” presented. Are companies using the rainbow flag as a marketing technique, or do their best interests lie at the heart of the LGTBQ+ community? Last year’s Pride celebrations achieved a meer £650,000 with 71% coming from sponsorships. This years headline sponsors include the Mayor of London and Tesco.

Over the last 3 years, Tesco has managed to contribute £150,000 in funding from limited edition Pride products towards LGBTQ+ charities, community groups and Pride events across the country. Dan O’Gorman, Director of Strategic Partnerships, Pride in London added that “Tesco is a genuine ally of the LGBTQ+ community”. However, it seems that not all companies are as generous.

Costa Coffee previously experienced claims of ‘rainbow washing’, with funds produced from selling rainbow coffee cups going to an internal cause, rather than supporting LGBTQ+ charities. A spokesperson from Costa Coffee confirmed the money raised from the sales does indeed go to an internal network, saying: “We wanted to do this as a way to showcase our support for the LGBTQ+ colleagues and customers to celebrate diversity.” UK Pride Network co-founder, Steve Taylor explained that “You shouldn’t be asking your customers to support an [internal] network, you should be doing that [as a company]”. It is through the blurred lines of allyship or foeship we see the emergence of marketing techniques.

However, it can be said that the end of ‘rainbow washing’ is near. To be a partner in Pride, brands have to prove to the organisers that they are indeed supporting the LGBTQ+ community, not only during pride, but throughout the year. In conclusion, companies can no longer use Pride in London as a disguise for marketing strategies and those doing so are being called out by the LGBTQ+ community. It is evident that the time for change is now, and it is definitely being acted upon.

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