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Move Beyond Rainbow Washing and Support the LGBTQ+ Community Year-Round

  • Mar 20, 2025

Now more than ever, in the face of increased hostility, businesses cannot shy away from demonstrating that they stand with equality and human rights. In previous years when June arrives, brands flood social media with rainbow logos, limited-edition Pride merch, and catchy slogans about love and inclusivity. But once July rolls around, the rainbows fade, the merchandise disappears, and the commitment to the LGBTQ+ community often vanishes along with them. This performative act, known as “rainbow washing,” is a major issue in corporate America. If a company truly wants to support Pride, they need to show up for the LGBTQ+ community every day of the year - not just when it’s convenient for marketing or “on trend.”

 

76% of consumers believe brands should support the LGBTQ+ community year-round, not just during Pride Month. (GLAAD, 2023)

$1.4 trillion: The estimated annual LGBTQ+ consumer spending power in the U.S. (LGBT Capital, 2023)

71% of LGBTQ+ consumers are more likely to shop from a brand that authentically supports LGBTQ+ causes. (Nielsen, 2023)

Only 14% of Fortune 500 companies include supplier diversity efforts that specifically support LGBTQ+-owned businesses. (NGLCC, 2022)

Companies with strong LGBTQ+ inclusion policies are 35% more likely to outperform their competitors financially. (McKinsey, 2023)

Instead of making a token appearance every June, or if organizations want to find other ways to show support in a less flashy way, companies should build meaningful and lasting initiatives that uplift the LGBTQ+ community. Here’s how:

  1. Support LGBTQ+ Organizations Year-Round
    Donations shouldn’t just be a one-time marketing tactic in June. Commit to supporting LGBTQ+ nonprofits throughout the year. Whether it’s The Trevor Project, The Marsha P. Johnson Institute, or local LGBTQ+ resource centers, consistent contributions demonstrate true allyship.
  2. Foster Inclusivity in the Workplace
    An inclusive workplace is more than just a statement—it’s an active effort. Employers should create and support LGBTQ+ employee resource groups (ERGs) that provide a safe space for networking, advocacy, and mentorship. These groups should have a voice in company policies and decision-making.
  3. Partner with LGBTQ+ Suppliers and Businesses
    Corporate allyship should extend beyond internal policies and donations. Companies should actively seek out and collaborate with LGBTQ+-owned businesses and suppliers. Whether it’s sourcing Pride merchandise from LGBTQ+-owned brands like PridePromo or hiring LGBTQ+ marketing consultants, economic empowerment is a vital way to support the community.
  4. Engage in Community-Centered Initiatives
    Show up outside of Pride Month by sponsoring LGBTQ+ events, supporting queer artists and creatives, and using company resources to advocate for LGBTQ+ rights. Organizing volunteer days at LGBTQ+ shelters, hosting educational workshops, and using platforms to amplify LGBTQ+ voices are all impactful ways to make a difference.     

Companies that truly stand with the LGBTQ+ community don’t just show up for Pride - they integrate inclusivity into their culture, policies, and partnerships all year long. Performative allyship is easy to spot, and consumers are paying attention. If brands want LGBTQ+ support in June, they need to earn it every other month, too.

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