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  • Flying the flag isn’t enough to improve inclusivity
  • Flying the flag isn’t enough to improve inclusivity
    Mercedes Mehling (2019) ©
Thought leader

How can brands avoid rainbow-washing?

The commercialisation of Pride Month has resulted in many businesses being called out for ‘rainbow-washing’ their products and marketing solely to boost profits. Canvas8 spoke to three experts to discover how brands can better support the LGBTQ community and authentically promote inclusivity.

Location Global

Scope
Rainbow-themed swag was omnipresent during Pride Month 2019, with brands including Marks & Spencer and Budweiser launching new products and adapting packaging to show solidarity with the LGBTQ community. [1][2] With the annual spending power of LGBTQ consumers globally estimated to be worth $3.7 trillion and more than three-quarters of LGBT+ Americans saying they’d be more likely to buy into brands that back LGBTQ equality, these explicit displays of allegiance aim to foster mutual support between consumers and companies. [3][4] But people are wising up to this side of Pride marketing, viewing conspicuous ...

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