Pride 365: Your guide to defying rainbow-washing

Brands need to focus on a Pride 365 strategy: connecting with, giving visibility to and involving the LGBTQ+ community in marketing year-round, not just during Pride Month.

Thirty years ago, activist group Queer Nation popularized the slogan, “We’re Here! We’re Queer! Get Used To It!” With mere weeks until Pride month, it’s clear that the contemporary call-to-action is, “We’re Here! We’re Queer! And We’re Queer All Year.”

It’s been discussed in recent years, and this year it’s already surfacing in messages and memes like “Pride 365” and “Pride Is Every Day.” But are brands ready to enact evergreen LGTBQ+ strategies and more meaningfully connect with a community wielding an estimated global spending power of $3.7 trillion?

Context for the culture

In 2020, Pride remembered its...

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