By Ana Arellano
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June 27, 2024
Every June, our social media feeds and shopping malls explode with more rainbows than a unicorn's wardrobe. Companies large and small suddenly become the best allies the LGBTQ+ community never knew they had, plastering rainbows on everything from socks to cereal boxes. But while these colorful displays can be heartening, they often come with a side of skepticism. Is this genuine support, or just a marketing ploy? This year, however, the bigger issue isn’t just rainbow washing—many companies are taking a pass on Pride altogether due to backlash and fear of controversy. As the fervor of Pride Month fades, maintaining pride and advocating for genuine inclusivity becomes crucial, especially when it’s not the popular thing to do. The New Trend: Skipping Pride In 2024, some major companies have decided to significantly scale back or even eliminate their Pride Month celebrations due to backlash from conservative groups. For example, Target faced severe criticism and threats over its Pride merchandise last year, leading the retailer to scale back its offerings this year. Target announced that its 2024 Pride Month collection would only be available in select stores and online, based on historical sales performance and regional acceptance. The Impact of Abandoning Pride When companies decide to skip Pride, it sends a troubling message: that supporting LGBTQ+ rights is conditional and can be discarded when it's inconvenient. This not only undermines the progress made in visibility and acceptance but also emboldens those who oppose LGBTQ+ rights. The Human Rights Campaign criticized Target's decision, stating that it alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values. Maintaining Pride Beyond June For LGBTQ+ individuals and allies, maintaining pride and advocating for inclusivity throughout the year involves several key actions (besides hoarding all the rainbow merchandise for yourself): 1. **Support Authentic Brands:** Patronize companies that demonstrate consistent support for LGBTQ+ rights through their policies, advocacy, and charitable contributions. Look for those that have a track record of supporting the community beyond just June. Bonus points if their CEO has ever attended a drag brunch. 2. **Promote Inclusive Policies:** Advocate for workplaces and organizations to adopt inclusive policies that protect LGBTQ+ employees. This includes comprehensive anti-discrimination policies, inclusive healthcare benefits, and support for gender transition. Think of it as upgrading your workplace from "meh" to "fabulous." 3. **Educate and Raise Awareness:** Use platforms and opportunities to educate others about LGBTQ+ issues. Share stories, resources, and information that highlight the ongoing struggles and achievements of the community. And if you can do it with memes, even better. 4. **Participate in Advocacy:** Engage with and support LGBTQ+ advocacy groups that work year-round to advance rights and protections. Volunteering time, donating money, or amplifying their messages can make a significant impact. Plus, you might get to wear some really cool T-shirts. 5. **Celebrate Intersectionality:** Recognize and celebrate the diversity within the LGBTQ+ community. Understand that issues of race, gender, disability, and socioeconomic status intersect with sexual orientation and gender identity, creating unique challenges and experiences. Because, honestly, who wants to be one-dimensional? 6. **Hold Companies Accountable:** Call out businesses that engage in superficial support or backtrack on their commitments. Demand transparency and ask for tangible actions that show genuine support for the LGBTQ+ community. Think of it as being the Sherlock Holmes of social justice. Building a Genuine Culture of Pride Creating a culture of genuine pride and inclusivity requires ongoing effort from both individuals and organizations. For businesses, this means going beyond surface-level gestures and implementing policies and practices that support LGBTQ+ employees and customers. For individuals, it means being vigilant and proactive in advocating for equal rights and representation. And for everyone, it means realizing that a rainbow is more than just a pretty Instagram filter. Conclusion Superficial support or outright avoidance might be a convenient way for companies to sidestep controversy during Pride Month, but genuine support requires more than a temporary change in branding. By maintaining pride and advocating for inclusivity year-round, we can ensure that the spirit of Pride is not just a seasonal trend but a lasting movement toward equality and acceptance. Because let's face it, rainbows are great, but real change is even better. And who doesn't want to be a part of that?