In recent years, Pride month has served as an opportunity for global brands to demonstrate their inclusivity – marching in parades, touting support for LGBTQ+ causes and blanketing merchandise in rainbow flags.
In the past, that’s led to concerns over “rainbow-washing”: corporations shrewdly supporting LGBTQ+ communities in more liberal territories for marketing purposes, without expending political or financial capital to stand by persecuted queer people around the world.
