Pride Branding

With Pride coming next month, the internet is preparing for a variety of corporations to change their logos to show allegiance. But are they in genuine support?

Last year, 48% of Britons had noticed major companies changing their logo in June, and yet only 14% had seen them physically or pledge to fundraise for LGBTQ+ causes.

Companies frequently adapt their logos to appeal to an audience for Pride month. Notably, Skittles remove their rainbow packaging to give more focus to the "rainbow that really matters" and Dreamies, are actively helping to fund the LGBT Foundation's helpline to aid the LGBTQ+ community with mental health support. These two companies, both owned by Mars, show positive LGBTQ+ branding and support it with donations.

However, it is no surprise that other companies react to pride month in an exploitative way. One example of this is JCB, who although said they support the Building Equality alliance, striving for equality and inclusivity for LGBTQ+ members of the construction trade, actually had little involvement. The 'Rainbow JCB' which they confirm they do not own, was a false advertisement of support. It is also no surprise their owner Lord Anthony P. Bamford has funded the Conservative party for £100,000, the party who refuse to ban conversion therapy for the trans community.

Although these larger companies get a lot of attention for adapting their outlook on LGBTQ+ matters, smaller companies are also just as much to blame.

Etsy are a marketplace for the selling of homemade goods worldwide and are host to many small businesses selling Pride merchandise.

However, when 'Pride' is searched on their site, only 3.05% of results advertise that a portion of their profits go to LGBTQ+ Charities.

The Spark Company describe themselves as "Feminist Killjoys... creating apparel and accessories that scream feminism + equality while whispering quality + sustainability."

The GayPrideShopUK, an Etsy store said: "I suppose it all depends on what they're doing. If they are raising awareness among staff and colleagues, and also supporting LGBTQ charities, then it can only be a good thing. If they are doing it to only line their own profits, then we're fully against it."

The Spark Company said: "As kindness, highest business ethics, equality and tolerance are at the forefront of everything we do, we try not to judge anyone. Especially, if at the end of the day they are contributing to promoting a good cause (more equality and happiness).

"For this year, we're proud to help support charities such as Bloody Good Period (fighting period poverty by donating sanitary products to displaced women via homeless + refugee centres) and also akt (a LGBTQ+ youth homeless charity that helps young people find a safe home after being abandoned by their families when they've come out as gay). We also sponsor local Rape Crisis centres by supplying tees to their inspiring, hard-working volunteers, and other initiatives along the way.

"But we'd of course love to live in a more perfect world where all the efforts are focused on helping each other, rather than trying to merely profit from a cause."

Rachel Windsor, a Lesbian from Birmingham, said: "Obviously companies should try and do more to promote LGBTQ+ friendly merchandise and support, but instead of doing it just in June, they should do it all year round.

"I do think companies take advantage of pride month as an advertisement strategy because they know people, especially LGBTQ+ people will buy from them.

"You can't really generalise all companies. I love that Instagram colours its pride hashtags in June, but why can't we always have it?"