Rainbow Marketing, or Corporate Involvement in Pride Month

How did it all start?

On June 28, 1969, the New York police stormed the Stonewall Inn, a popular gay bar in Greenwich Village, and began to forcefully disperse the crowd inside. The official reason given was the sale of alcohol without a license. At that time, when the LGBTQ+ community was widely excluded from social life, such police actions were commonplace. However, in the summer of 1969, intense riots broke out, which quickly turned into numerous protests. To honor the memory of those who actively protested and took to the streets of New York in defense of the rights of the LGBTQ+ community, June was designated Pride Month. During this time, demonstrations are organized in many countries around the world, rainbow flags are flown here and there, and people unite, showing support, love, and joy. Unfortunately, not everywhere and not for everyone this time is associated with universal understanding and acceptance. Very often, this results from simple ignorance, fear of the unknown – of someone “different” who escapes the clearly defined framework, too narrow for the expectations and requirements of society.

Pride Month and the Modern Market

Since everything is for sale these days, Pride Month is no exception. For a long time now, and increasingly in Poland, small and large companies have been involved in celebrating Pride Month. These can be all kinds of activities, from a temporary change in the color scheme of a brand's logo on social media, through supporting a selected foundation working for LGBTQ+ people, to releasing a limited edition of rainbow products. The latter can be found, for example, in the Reebok store, but also at Ralph Lauren, Kate Spade, and MAC Cosmetics.

This year, you can also buy an absolutely amazing LEGO set Everyone is Great , consisting of 11 figures - each in a different color - and 346 elements that, when put together, create rainbows. Netflix (also Polish!) offers a special selection of films, series and documentaries On the occasion of LGBTQ+ Pride Month .

The famous Skittles played brilliantly with their rainbow symbol, which are... gray (unfortunately only in the US) for Pride Month. This year, Mars Wrigley is engaging in activities for the LGBTQ+ community for the second time, gradually building its authenticity. It must be admitted that removing the rainbow colors from Skittles packaging has an incredibly eloquent meaning, and the simplicity of this idea is even more heartwarming.

In addition, there is the giant Apple, which not only releases special, dedicated straps for its watches, but above all constantly (regardless of Pride Month) financially supports foundations and non-profit organizations working for LGBTQ+ people.

In Poland, the policy of the Levi's brand resonates strongly; every year it prepares a special Pride collection , and the proceeds from it are donated to organizations fighting for a better life for non-cisheteronormative people.

IKEA Polska has also launched a line of iconic, indestructible, blue bags this year, which change colors to rainbow in June . All profits from the sale of this version are donated to a helpline for children and youth run by the Dajemy Dzieciom Siłę Foundation.

Two years ago, Ben & Jerry's, known worldwide for its support and involvement in the fight for LGBT+ rights, recreated the rainbow from Warsaw's Savior Square that was burned years ago using a water and light installation.

There are many examples of such campaigns, and the market (mainly clothing) is bursting at the seams with clothes, accessories and gadgets in colorful stripes. Unfortunately, big campaigns and a colorful flag are not always followed by real commitment, and this must be taken into account. Sometimes companies use Pride Month to quickly improve their image. This tactic may seem effective, but such a short-sighted approach to business is dangerous, especially when it comes to social issues and involvement in such campaigns. Every year, new groups of young consumers enter the market, whose approach to shopping is increasingly based on awareness and authenticity. Brands whose strategies focus on long-term actions and building a coherent image of the company, which are also involved in helping social minorities or climate action, are able to attract and retain recipients.

If you have any concerns about what some companies are doing, it’s worth checking outthe Corporate Equality Index , a corporate equality index created by the Human Rights Campaign Foundation. It’s a national tool for benchmarking corporate policies, practices, and benefits toward non-cisheteronormative people. HRC’s website lists employers who have taken specific actions to support LGBTQ+ employees and their families.

Is corporate involvement a good thing?

On the one hand, there is much praise for companies that decide to take specific actions focused on celebrating Pride Month, but sometimes these brands are openly criticized for doing so. Some commentators point out that these are often just individual actions that are not followed by any long-term, well-thought-out actions, especially such as internal anti-discrimination policies, equality workshops for employees and management, open conversations with people employed in various positions so that everyone feels comfortable in their workplace.

It is worth remembering that the world is not black and white, people differ from each other not only in appearance, gender, skin color or origin, but above all in experiences, views and preferences. We do not have to understand everything, but we can never forget that every person has the right to respect, love and a peaceful life in harmony with themselves. Unfortunately, many unpleasant, even dangerous situations and misunderstanding of "otherness" result primarily from ignorance and lack of education. Perhaps thanks to the fact that giant corporations known all over the world are involved in Pride Month, many people are "familiarizing" themselves with the topic of non-cisheteronormativity. People very often react with fear or aggression to what they do not know. I do not justify any bad actions, but such is our nature. Therefore, all hope lies in education and open dialogue, which can also be conducted thanks to this space that is being created with the participation of international companies involved in society.

On the other hand, paradoxically, even greater support can come from small, local businesses that proudly stand on the “colored side,” risking losing customers (although who would want such customers…?). One such company is ManyMornings, whose business focuses on colorful socks… mismatched. And so, in June, it is worth stocking up on the Over The Rainbow model from them , because the income from its sale will go to the Stonewall Group and the My, Rodzice association. Additionally, on the company's website, we will find a list of “colorful reasons to be proud,” and this fall, educational film materials produced by the Stonewall Group will be published. Another great idea is workshops for employees and founders of the company on equal treatment and inclusive communication. Your KAYA also has no shortage of ideas on how to celebrate love and equality. One of them is to ask Sylwia and Kacha – the authors of the @les.be.together profile – to explain all the pressing issues regarding LGBTQ+ relations. The possibility of an honest exchange of opinions and thoughts and a calm explanation of matters that may be simply interesting or even surprising, gives a chance for understanding and acceptance.

Unfortunately, there are still not many Polish brands that are socially engaged, but I sincerely believe that this will change with each passing year. The support shown to LGBTQ+ people by well-known and popular brands is, above all, a signal: "We see you, you are part of our community. We are here for you, because you are very important to us". However, before a company enters the market with another idea to commemorate the events of 1969, it should first start with its structures and the order "in its own backyard", guaranteeing its employees (and their families!) workplaces that provide a sense of security and comfort - so that every employee knows that regardless of how they identify, what they wear and who they love, they can count on full acceptance, support and respect. It is so simple and seemingly obvious, and yet we still need to talk about it and demand it.