Why Rainbow-Washing During Pride Month Is Hurting Your Brand (And What to Do Instead)

Every June, something magical happens. Logos sprout rainbows like tulips in spring. Soda cans get makeovers. Sandwiches get more colorful. And capitalism? It suddenly cares deeply about the LGBTQIA+ community. Or at least, that’s what the rainbow flags and "Love is Love" merch suggest.

Welcome to Pride Month, the season of rainbow-washing, where brands shout their allyship from the rooftops... until July 1st hits and those same rooftops get pressure-washed clean (in record speed).

But here’s the problem: people are no longer falling for it. And honestly? Good.

What Is Rainbow-Washing Anyway?

Rainbow-washing is when a company slaps a rainbow or slogan showing LGBTQIA+ support on a product, social post, or storefront without doing any of the work to actually be an ally. It’s like showing up to a wedding you weren’t invited to, wearing white, and expecting applause.

It’s performative allyship at its sparkliest: all show, no substance. And consumers have started to see right through it.

According to a recent survey: 

• 64% of people believe companies' Pride efforts are mostly performative, with no real commitment to diversity, equity, or inclusion. 

• 34% think brands aren’t even listening to LGBTQIA+ voices in their planning.

• 29% say rainbow-washing is the absolute worst mistake a brand can make during Pride… which is saying something in the age of awkward TikTok ads.

When nearly two-thirds of people can spot the difference between genuine support and a marketing stunt, it’s clear that performative gestures aren’t fooling anyone. Pride isn’t a branding opportunity; it’s a call to action, and audiences are done accepting glitter in lieu of substance.

Why Rainbow-Washing Is Worse Than Doing Nothing

Performative allyship often does more damage than no allyship at all. When brands treat Pride as a marketing opportunity without backing it up internally, it reeks of opportunism. And consumers can smell it a mile away. Even worse, it alienates the very community you're claiming to support.

Launching a Pride campaign while offering zero support for queer employees isn’t activism, that’s hypocrisy in high-resolution.

So... What’s a Brand Supposed to Do?

Don’t panic. No one’s asking you to be perfect; they just want you to be honest, consistent, and intentional. Here are a few ways to show up that don’t involve slapping rainbows on coffee mugs and calling it a day:

1. Start With the Inside Work

Before you post anything, look inward. Do your employees feel safe and supported? Is there a DEI strategy beyond HR buzzwords? If you’re not walking the walk internally, any external campaign will feel hollow.

2. Listen to LGBTQIA+ Voices

Hire queer creators. Involve LGBTQIA+ team members in your campaign planning (and pay them for their time and input). And if you don’t have anyone in the room who can speak from lived experience? Take a pause and ask why that may be. Then get out there and make some changes.

3. Put Your Money Where Your Rainbow Is

Don’t just say you support the community, support it. Donate to grassroots LGBTQIA+ organizations. And if you’re profiting off Pride-themed merch? It never hurts to send a meaningful chunk of those profits back into the community.

4. Make It Year-Round

Pride isn’t a 30-day pop-up shop. Make your support visible all year through hiring practices, public stances, inclusive marketing, and ongoing community involvement. If the rainbow disappears from your feed on July 1 like Cinderella’s carriage at midnight, your involvement may be in need of some adjustments.

5. Be Transparent and Accountable

If you're learning, say that. If you've messed up, own it. Transparency builds trust, performative perfection doesn't. Audiences are more forgiving of brands that are trying with humility than those that fake it with polish.

TL;DR: Allyship Is a Verb

At the end of the day, real support for the LGBTQIA+ community doesn’t come in glitter packaging. It comes from consistency, care, and the willingness to put your values where your budget is.

If your Pride campaign exists only to sell a rainbow-themed energy drink, maybe it’s time ot rethink your June strategy. The community deserves better than a rainbow-wrapped sales pitch. But if you're ready to trade the flash for something with real backbone, we're here for it. Not sure where to begin or how to make it stick past July? Reach out, we know just what to do.