For many brands, rainbow is the new black – and that’s a worry
Brands showing solidarity with the queer community isn’t a new phenomenon, but the recent backlash against the likes of Bud Light and Target is, and that’s a real worry, Hugh Crothers, founder of sexual wellbeing brand drip, writes.
From The Body Shop to Tinder, Adidas to Anheuser-Busch, brands are more eager than ever to show solidarity with the queer community. At the same time, the backlash seen against brands attempting to support the LGBTQIA+ community is at a boiling point, drawing criticism from both sides.
Come Mardi Gras and Pride Month, a sea of rainbows and glitter sweeps across logos, shop fronts and social media tiles – and then more often than not, it disappears. As a proud member of the queer community, our existence extends past two months.
And, as the founder of a company celebrating and championing diverse communities, I feel compelled to speak up.
“If you call yourself an ally to a group of people and you aren’t getting hit by the stones being thrown at them, then you aren’t standing close enough” – A helpful quote for brands who flinch at the first sign of any backlash.
Have some courage, stand with us and don’t flee at the first sign of trouble – otherwise you’re just rainbow-washing.
Go Woke, Go Broke.