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.

For the LGBTQ+ community, the month of June is marked by celebration and unity, but COVID-19 has made IRL Pride events impossible. PinkNews’ virtual Pride March aims to bring people together online, as well as opening up the event to people who may have been hesitant to attend before.

Vans has released a sensory-inclusive collection of shoes and apparel to support people with autism and raise awareness. The collection demonstrates a growing demand for neurodiversity recognition, with people expecting brands to meet the needs of the wider community and minority groups.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?