In response to this, he and his partner created something with the LGBTQ+ community in its very heart, not just as an afterthought. “Bullying in schools doesn’t just happen in July,” he adds. “We’re fed up with people slapping a rainbow flag on something and pretending they cared for a month,” says Ethan Spibey, owner of Proud Beers - an enterprise that supports the LGBTQ+ community by donating money from every beer bottle sold. The thing about the rainbow flag it needs a prevailing wind to keep it waving throughout the year when the Pride gales die down. “Advertisers must understand that queer people fought for those rights, not brands or corporates and they must rethink if the rainbow flag is right for any communications whatsoever.” Pride isn’t just for June, its for life “The rainbow flag’s origin lies in the roots of queer activism and protest,” he says. You wouldn’t slap a Fairtrade logo on something without checking each stage of the supply chain.”Īccording to Joe Parker, account manager at Karmarama and co-founder of the agency's internal LGBTQ+ network, Pridearama for brands to ensure the use of the rainbow flag is authentic, it comes down to understanding what it really stands for. “It serves a purpose but it shouldn’t be used as a sticker,” explains Asad “It’s a bit like Fairtrade. A cursory glance on Facebook or Twitter will who a multitude of household names adopting the symbol.Īlthough greater viewership to the flag undoubtedly strengthens the fight for liberation, it is seen by some as an easy cop-out for brands who want to seem like they’re involved in the global march towards decriminalisation and equality in the absence of any definitive action from their business. One way brands are now showing solidarity is by flying the rainbow flag – a universal symbol claimed by the LGBTQ+ community. “It is unfair to ask people to do the messages in countries where LGBT rights are a pipe dream and we must not do it.” Have brands gone too far over the rainbow?
The issue for me is where the message on the T-shirt is printed," he complained. “The Primark T-shirts are printed where Pride is illegal so that is deeply unethical. I asked some questions, but got no answers.
Yesterday, and announced a partnership where Primark sell their 'Pride range' across the UK and western Europe and donate 20% of profits to Stonewall. In large part, criticism is relevant to authenticity customers will notice when brands apathetically try to flog Pride products by slapping on a rainbow in the hope of appearing aware and engaged.Ī study conducted by the Data and Marketing Association last year found 86% of consumers said authenticity was important when deciding what brands they like and support.Īt the time, Steve Taylor, the co-founder of the UK Pride Network and communications director at EuroPride called Primark out for making the shirts in Turkey and Bangladesh - countries where LGBTQ+ rights are heavily suppressed, and homosexuality is illegal. Whenever brands put on their purpose hats and engage with high-profile political issues such as Pride, they open themselves up for criticism.Īccording to the 2018 Edelman Earned Brand study, nearly two-thirds of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue, showing there's a business case for cause-based marketing even though it's a risky bet. "And therefore, should brands be getting involved in that conversation? Should brands take a stand?" he questions. It's two minority groups against one another," Dhunna says. "If you look at the issues that are facing even the UK, where we're seeing news related to the Muslim community clashing with the LGBTQ+ community. In these cases, ‘Pride’ is far more than a parade for brands to tap into, and in some cases, the cause Pride stands for can be the difference between life and death. And despite years of campaigning by the transgender rights movement, it was only last month the World Health Organisation (WHO) no longer categorised being transgender as a “mental disorder.” Although the trend of decriminalising anti-sodomy laws across the world has gained currency, there are still 11 countries that prescribe the death penalty for homosexuality.