Marketing industry watchers agree authenticity matters and that Pride month campaigns can serve a positive purpose, but there needs to be substance behind them. Annabelle says monetary donations will be made to Rainbow Railroad, an organization that helps LGBTQ people escape violence and persecution in their home countries. Gender is working with Canadian cosmetics company Annabelle on a Pride collection and campaign this year. “I do, however, (have) an issue when (sponsorships are) inauthentic.” “I think that sponsorships from mega companies can often be beneficial to queer creators, and financial backing in that regard can often propel us to the next level,” dragperformer Kendall Gender says. Horner is not alone in finding the issue nuanced. He believes there is value in marketing and advertising campaigns during Pride month, especially if there is nuance, noting that the visibility isparticularlyhelpfulfor individuals who might live in rural areas, feel alone or aren't entirely comfortable with who they are yet. “When companies try to push their own agenda while including the community, those are the (campaigns) that make me mad,” says Horner, who is gay.īut his feelings on the matter aren't black and white. Companies ranging from local businesses to multinational corporations drop new Pride-themed products and add touches of rainbow decor to their logos, all in the name of LGBTQ allyship.īut if the policies, products and political activities of a company during the other 11 months of the year don't line up with its colourful advertising during Pride month, they are increasingly likely to be called out for “rainbow washing” - public displays of support for the LGBTQ community that are temporary and not backed up by action. Throughout June,advertisements from brands featuring Pride imagery appear on televisions, billboards and especially social media feeds. Vector Stock Photo by emaria 2 / 63 Rainbow Gay Flag Stock Photography by rSnapshotPhotos 14 / 706 rainbow heart Stock Photo by nito 34 / 550 gay beach Stock Photography by nito 18 / 2,263 Rainbow Gay Pride Flag Stock Photographs by corund 1 / 7 Rainbow Flag Stock Photo by luckydog 13 / 860 Rainbow colors, clothes on wooden hangers Stock Photography by AnikaSalsera 91 / 2,939 Rainbow gay Flag Stock Photography by photoprofi30 3 / 67 Rainbow gay Flag Stock Photo by Bunyos 3 / 54 gay love Pictures by nito 24 / 1,332 Rainbow gay pride flag Stock Photos by daboost 7 / 263 Word Peace with Rainbow Gay Flag Stock Photo by edna 3 / 92 Word Liberty with Rainbow Gay Flag Stock Photography by edna 1 / 28 Rainbow flag on brick wall Stock Images by badboo01 17 / 1,225 Gay Pride Rainbow Balloons Picture by waynerd 3 / 431 hands holding rainbow gay pride awareness ribbon Stock Photo by dolgachov 1 / 20 Rainbow gay Flag Stock Image by Bunyos 2 / 43 Person with Rainbow Gay Pride Flag Stock Photo by Palto 1 / 46 rainbow flag Stock Photography by nito 25 / 636 Rainbow gay flag Stock Photography by fckncg 1 / 74 Rainbow flag Stock Photo by Lirch 4 / 92 Rainbow Flag painted on face to show gay pride support Stock Images by semmickphoto 23 / 1,763 rainbow drinks III Pictures by Grafner 5 / 176 gay union Pictures by nito 12 / 665 gay love Stock Photography by nito 9 / 257 Painted rainbow stripes Stock Photo by cygnusX 16 / 598 Gay Pride Flag Picture by joggi2002 24 / 1,237 Funky Rainbow Background Stock Photographs by samc352 4 / 258 Rainbow crayon drawing Stock Photography by StudioLightAndShade 7 / 159 Gay men holding a pride flag.Toronto-based graphic designer Dylan Horner says a lot of the marketing campaigns he comes across during Pride month make him cringe.
Rainbow Stock Photos by JENYA 30 / 1,172 Rainbow gay Flag Stock Photographs by Bunyos 1 / 25 Man withdrawing a wooden card painted as the gay pride flag Picture by Gajus 11 / 231 close up of male gay couple holding rainbow flags Picture by dolgachov 2 / 36 hands holding rainbow people over american flag Stock Photographs by dolgachov 1 / 25 Caucasian business woman with a tie, rainbow flag pattern Stock Photography by michaklootwijk 5 / 45 Gay and lesbians walk in the Gay Pride Parade Stock Photo by Curioso_Travel_Photo 1 / 179 Rainbow Heart frame with Sparkles.