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.

L’Oréal is facing backlash from model Munroe Bergdorf for its ‘hypocritical’ support of the Black Lives Matter cause, while the US is embroiled in a wave of protests. As brands scramble to react to the situation, people are hyper-alert to those who take a stance without bolstering it with real action.

It used to be the case that business and politics never mixed. But in an era where brands are increasingly being held accountable for their actions, people have come to expect them to take a political stance when it comes to social and ethical issues.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.