A Rainbow Is Not a Shield

Every June, storefronts, social media avatars, and corporate ad campaigns erupt in a festival of rainbow colors. Logos morph overnight into pastel Pride flags, and slogans like “Love Is Love” get plastered across everything from sandwich wrappers to sneakers. For LGBTQ+ individuals and allies, the sudden swell of visibility can be both affirming and suspect. Is it support—or is it a smokescreen?

The phenomenon known as rainbow-washing occurs when companies use LGBTQ+ symbols and slogans to market themselves during Pride Month, yet offer little to no real support to the community the rest of the year. In some cases, these same corporations donate to politicians backing anti-LGBTQ+ legislation, enforce discriminatory practices within their own walls, or silence queer voices under the guise of neutrality.

This post provides a clear, practical 7-point checklist to help you determine whether your favorite brand is genuinely supportive or simply cashing in on a cause. We will examine major corporations that have fallen into rainbow-washing, highlight companies doing the work year-round, and offer guidance on how to support businesses that align with real LGBTQ+ values.

Because, as this year’s excerpt reminds us: “If your values are seasonal, they are not values.”

What Is Rainbow-Washing, Really?

Rainbow-washing is not just performative—it is harmful. When corporations adopt queer aesthetics without substance, it dilutes the purpose of Pride, co-opts the work of LGBTQ+ activists, and turns identity into a marketable commodity. It often redirects consumer attention away from queer-owned businesses or organizations that could truly benefit from visibility and support.

At its core, rainbow-washing is a form of exploitation. It trades on the hard-won visibility of LGBTQ+ people to profit off of superficial allyship. And when companies that engage in rainbow-washing actively fund or empower anti-LGBTQ+ forces, it becomes a betrayal. It sends a clear message: “Your rights matter only when they are profitable.”

The 7-Point Rainbow-Washing Checklist

Here is a guide to help you determine whether a company’s Pride campaign is rooted in genuine allyship or opportunistic marketing. Think of this as your consumer compass.

1. Follow the Money: Political Donations Matter

Does the company donate to politicians or PACs that support anti-LGBTQ+ legislation?

This is one of the most telling signs. A corporation may slap a rainbow on its product while simultaneously funding lawmakers pushing anti-trans bills, conversion therapy protections, or marriage equality rollbacks.

Example: AT&T publicly celebrated Pride while donating over $2.7 million to anti-LGBTQ+ politicians between 2017 and 2020. This contradiction caused significant backlash from advocacy groups like the Human Rights Campaign and GLAAD.

What to Look For:

• Search for political donation records via OpenSecrets.org.
• Check if the company has been called out by watchdogs or LGBTQ+ organizations.

2. Internal Policies and Workforce Protections

Does the company offer inclusive benefits, trans healthcare coverage, and enforce anti-discrimination policies internally?

True allyship begins in the workplace. Companies that boast inclusive ads but fail to protect queer employees from harassment or discrimination are not allies.

Example: In 2022, Netflix came under fire for platforming transphobic content while failing to support its trans employees. The resulting employee walkout made national headlines.

What to Look For:

• Corporate Equality Index scores from the Human Rights Campaign.
• Transparency in HR policies, DEI training, and inclusive healthcare benefits.
• Employee reviews on platforms like Glassdoor and Indeed.

3. Who Is at the Table?

Does the company employ and elevate LGBTQ+ individuals at decision-making levels?

Representation matters—not just in ad campaigns, but in boardrooms and C-suites. Brands that include LGBTQ+ voices in creative, marketing, and leadership roles are more likely to avoid harmful missteps and foster genuine inclusion.

Example: Ben & Jerry’s is known not just for its outspoken advocacy, but for its history of LGBTQ+ hiring and internal inclusion efforts. Their campaigns are often co-created with LGBTQ+ staff and partners.

What to Look For:

• Does the brand feature LGBTQ+ talent in authentic roles?
• Are LGBTQ+ creators being paid equitably and given creative control?

4. Is the Support Year-Round or Just Seasonal?

Does the company support LGBTQ+ causes outside of June?

Rainbow logos mean little if they disappear on July 1. Consistent support is the benchmark for authentic allyship.

Example: Target has received mixed reviews over the years. While they launched Pride collections and policies protecting trans customers, the company has also pulled merchandise and displays in response to political backlash, especially in 2023. The inconsistency left many LGBTQ+ shoppers feeling tokenized.

What to Look For:

• Year-round donations to LGBTQ+ nonprofits or community centers.
• Visibility campaigns during other months, especially for Trans Day of Visibility or National Coming Out Day.
• Partnerships with queer organizations that extend beyond June.

5. Where Do Profits Go?

Do Pride-themed products benefit LGBTQ+ communities—or just corporate coffers?

It is easy to slap a rainbow on a product, raise prices, and call it a day. Companies that truly support the community redirect a portion of those profits to LGBTQ+ causes.

Example: Converse’s Pride campaign has consistently donated portions of proceeds to organizations like the It Gets Better Project and the Ali Forney Center.

What to Look For:

• Transparent donation statements on the product or website.
• Receipts: How much was donated and to whom?

6. Do They Step Up When It Counts?

Does the company take public stances during anti-LGBTQ+ legislative or cultural moments?

A true ally does not go silent when the community is under attack. Brands that remain quiet during national crises involving LGBTQ+ rights—like the “Don’t Say Gay” law or anti-trans sports bans—are complicit.

Example: Disney was criticized for its initial silence on Florida’s “Don’t Say Gay” bill in 2022, especially given the bill’s direct impact on its many LGBTQ+ employees and customers. It was only after mass backlash and employee protests that Disney took a more vocal stance.

What to Look For:

• Does the brand release public statements or take legal action when rights are threatened?
• Do they use their platform to inform and mobilize?

7. Are They Supporting Queer-Owned Brands?

Do they elevate LGBTQ+ creators, designers, and entrepreneurs?

One of the best signs of genuine support is when a company uses its platform to share the spotlight. Collaborations with queer-owned brands, artists, and businesses not only increase visibility but offer tangible financial support.

Example: UOMA Beauty partnered with Black trans artist and model Dominique Jackson to launch inclusive campaigns that celebrated queer identity beyond just Pride Month.

What to Look For:

• Who is featured in Pride campaigns?
• Are queer creatives being credited and compensated?

Companies That Walk the Talk: Real LGBTQ+ Champions

While rainbow-washing runs rampant, some companies do consistently show up for the LGBTQ+ community—with action, transparency, and care. Here are a few brands widely recognized for doing it right:

1. Patagonia
Known for its bold political stances, Patagonia has supported LGBTQ+ rights, union efforts, and environmental justice with integrity. Their internal policies and philanthropic giving align with their public image.

2. REI
The outdoor co-op has prioritized inclusive gear, employee protections, and community investments. Their Pride collaborations often highlight queer adventurers and give back to LGBTQ+ youth camps.

3. TomboyX
A queer-founded, queer-run underwear and apparel brand that centers inclusivity in every product. TomboyX offers gender-neutral designs, models diverse bodies, and never limits their message to a single month.

4. The Phluid Project
This gender-free fashion brand collaborates with queer artists and reinvests profits into LGBTQ+ initiatives. Their store in NYC doubles as a community space and resource center.

5. Equator Coffees
Co-founded by a lesbian couple, this sustainable coffee company highlights LGBTQ+ leadership in business while championing environmental and social causes.

How to Support with Intention

As a consumer, you have power—and Pride Month is a prime opportunity to wield it with purpose. Here are some actions you can take:

• Shop from Queer-Owned Businesses: Websites like Tagg Magazine’s Directory, Buy Queer, or LGBTQ Chamber of Commerce offer vetted listings.
• Use Your Platform: Share information about rainbow-washing. Tag brands doing it right. Amplify queer voices.
• Ask Questions: If a company promotes Pride, ask what their year-round support looks like. Public accountability matters.
• Redirect Your Dollars: Choose brands that donate to or partner with LGBTQ+ nonprofits—and verify those donations are real.

That Last Beyond June

Pride is not a marketing trend. It is a political and cultural movement born of resistance, protest, and resilience. If your favorite brand only finds its voice in June, it is time to ask what that silence costs the rest of the year.

Real allyship means speaking up when it is inconvenient. It means making space, not just taking it. It means funding change, not just profiting from color palettes. If your values are seasonal, they are not values—they are strategies. And communities deserve better than a strategy.

Let your support reflect not just what you buy—but what you believe, and who you are willing to stand beside, all year long.