It is June which means Canadians are celebrating pride month all across the country. While the largest and most infamous part of the month-long celebration revolves around the Toronto Pride Parade (hopefully returning next summer), there are lots of creative ways everyone is celebrating every day of this month.
With Pride celebrations being held virtually due to the global pandemic, members and allies of the LGBTQ community are excited and eager to shine brighter than ever in the year 2021 and spread the joy of love and life.
From raising a pride flag, educating yourself and others and beyond, there are a lot of activities one can partake in to celebrate pride month in a way that is fun and helps to drive social change for the LGBTQ community. But with any holiday or celebration, many will jump in hoping to be a part of the conversation without doing any of the work.
Dubbed “rainbow capitalism,” this situation has become a sort of “greenwashing” by industries, whereby corporate marketing efforts chime in without necessarily demonstrating how they are walking the walk, so to speak. Brands should approach Pride as not just a marketing tool to sell their Pride products, gain a competitive advantage, and to profit from the LGBTQ community, but to incorporate inclusivity, diversity, and support the community in authentic and impactful ways.
Consumers increasingly want companies to address the issues and advocate change within society. And polls suggest more than half say they want to buy from the brands that take a stand on social issues.
Companies and brands like Target, Walmart, and Amazon use Pride Month to market pride-themed consumables, decorate their stores with rainbow regalia, and hammer customers with slogans, available in stores and online until June 30th. Big brands such as Skittles, Levi’s, Versace x Born This Way Uggs, Apple, and many more have driven positive change and made significant donations towards the LGBTQIA2+ community. Companies should not use Pride Month as an opportunity to capitalize on the celebration of Pride. They should have a call to action to support charities and people in need from the LGBTQA+ community.
BTI itself has been a proud ally of the LGBTQ+ community and takes every measure to incorporate inclusivity, diversity, and equality in its core values. BTI also welcomes everyone from different paths of life and protects them by creating a safe and loving working space for all.
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