Beyond the Rainbow: How Brands Can Truly Support the LGBTQIA+ Community

There’s a common misconception that the queer community dislikes brands that ‘embrace the rainbow’ just for Pride or LGBT+ History Month. Yes, we’ve all heard the saying-a queer isn’t just for Christmas-but let’s be clear: we do appreciate the thought. Even if your support is a ‘one-off’ moment, it’s better than nothing. But what brands truly need to consider is how they show up.

How are you helping the community? How are you demonstrating genuine allyship and inclusivity? How are you supporting the areas that need it most?

Beyond Performative Gestures

I would encourage every brand to participate in these moments of celebration and reflection. Visibility matters. However, it’s essential to go beyond surface-level gestures and truly put your money where your mouth is. If you’re planning a bold activation, a stunt, a logo change, or an advertorial campaign with an LGBTQIA+ focus, ensure that tangible support accompanies it. That means making meaningful charitable donations, supporting LGBTQIA+ employees within your organisation, and ensuring your efforts have long-term impact.

Representation Done Right

When crafting campaigns, prioritise authentic voices that enhance the message and align with the narrative. Seek out LGBTQIA+ experts to guide your efforts, test ideas ahead of launch, and ensure that the execution is as powerful as the intention. Representation matters, but it has to be right-using tokenism or misrepresenting the community can do more harm than good.

Educate Your Audience

One of the most valuable things brands can do is educate their consumers. When you incorporate LGBTQIA+ themes into your marketing, take the opportunity to inform and inspire. Authentic representation fosters understanding, dismantles stereotypes, and creates a more inclusive culture for everyone.

Walk the Walk

Listen, I’ll be the first to applaud a campaign that features a drag queen in an iconic way or showcases a queer family that makes others feel seen for the first time. We, as a community, appreciate when brands step off the yellow brick road and visit our wonderful world. But don’t be the Wizard behind the curtain-don’t be part of the problem. If your ‘proud moment’ is fleeting, at least ensure that it contributes to real, lasting change through financial and structural support.

And for those brands that commit beyond Pride Month, that champion the LGBTQIA+ community every day of the year-thank you.

Think. Change. Help. Grow