June marks Pride Month — a time to celebrate the LGBTQ+ community, honour its history, and reflect on the progress we've made and the challenges that remain. It's also when many brands bring out the rainbow logos and themed campaigns to show support.

But with visibility comes responsibility, and people are quick to spot when a Pride campaign feels tokenistic.

Pride isn't just another calendar moment — it's a chance for brands to step back and ask: are we showing up all year round? Do our internal practices match the messages we put out? As Sarah McIntosh, chief executive of Mental Health First Aid England, says: "Inclusion isn't about performative gestures; it's about everyday decisions, behaviours, and systems that enable everyone to thrive."

Sarah McIntosh

In this article, we'll explore some practical ways marketers can move beyond the rainbow and build campaigns and company cultures that are genuinely inclusive during Pride and the rest of the year.

If it's not real inside, it won't land outside

Before launching a campaign or updating your logo, ask yourself: does your internal culture reflect the values you're promoting externally?

Authentic Pride communication starts behind the scenes with your people, policies, and practices. For brands looking to show real support, the most important work often happens out of sight.

McIntosh explains: "True allyship starts from within, by creating inclusive, psychologically safe workplace cultures… It starts with action. Review policies to ensure they include LGBTQ+ people and their experiences. Encourage leaders and line managers to get to know their people, and equip them to talk openly about mental health, use inclusive language, and challenge discrimination.”

These steps improve wellbeing and lay the groundwork for credible external messaging.

Hilary Stephenson, managing director of Nexer Digital, stresses long-term cultural commitment: "Spaces like [LGBTQ+ employee networks] matter far more than a rushed or performative Pride message…"

Hilary Stephenson

At Nexer, that commitment includes Still Proud — an employee-led LGBTQ+ network offering space for connection, support, and reflection.

"For marketers, the challenge is to align internal culture with external message," Stephenson adds.

Polly Shute, co-founder of Out and Wild Festival, the UK’s largest festival for lesbian, bi, trans, and queer women and non-binary people, agrees: "Your biggest critics if you are not authentic will be your employees. Be clear in your EDI policies… Make sure your employees feel they are supported and work is a safe space to be queer."

Polly Shute

More than a logo: avoiding rainbow washing

Once your culture is in place, the next challenge is authenticity in your external message — avoiding the trap of rainbow washing. Audiences are increasingly vocal about brands whose campaigns feel opportunistic.

Pooja Kalloor of Sprinklr, an AI-powered social media management platform that tracks online conversations, notes: "Sprinklr data shows that public scrutiny in the UK is rising, with mentions of ‘rainbow capitalism’ surging to over 2,100 in April, with nearly 9,300 engagements, highlighting how quickly audiences call out brands for empty gestures."

Pooja Kalloor

A rainbow logo without real action no longer cuts it. Stephenson is clear: "Rainbow logos and surface-level messaging, without meaningful, sustained action, risk doing more harm than good."

So, what does real support look like? According to Lucy Taylor, associate director in the Health and Social Care Team at PLMR, authentic Pride marketing rests on three things:

1. Year-round action

"Marketing campaigns are only ever as credible as the values and actions underpinning them… Brands must look inward too: do inclusive workplace practices align with what a brand is promoting during Pride month?"

Consistency builds credibility. A once-a-year push won't.

2. Show up when it's difficult

"In recent years, we’ve seen DEI work programmes cut, and brands hesitate to support LGBTQ+ rights in moments of political sensitivity.”

Allyship is tested when it's uncomfortable. Silence in those moments speaks volumes.

3. Understand what Pride represents

"Understanding Pride means understanding the LGBTQ+ community is not monolithic. Recognising intersectionality, including the experiences of LGBTQ+ people of colour, disabled individuals, or those from faith backgrounds, is essential for meaningful representation."

Taylor encourages brands to use their platforms to educate: "A brand's Pride month campaign could seek to further educate their customers and teams on this history and purpose, to support the ongoing fight for equality."

Lucy Taylor

Be visible, even when it's uncomfortable

In today's climate, supporting LGBTQ+ communities is not always seen as a safe, neutral stance. With public discourse around inclusion becoming increasingly polarised, some brands have chosen to stay quiet (or retreat entirely) at the first sign of controversy. But real allyship doesn't waver under pressure.

As Stephenson puts it: "If you're going to speak out, you have to back it up… That means standing up both publicly and privately, even when it's uncomfortable or politically inconvenient."

Allyship isn't just about visibility during the celebratory moments. It's about consistency, especially when the conversation gets difficult — whether that's responding to anti-LGBTQ+ sentiment, defending inclusive policies, or making your support visible during political flashpoints.

Taylor reinforces this: "Brands seeking to profit from Pride Month activity must be prepared to answer questions about their advocacy during moments beyond their immediate control."

Staying silent or watering down your message to avoid criticism can erode the very trust Pride campaigns aim to build. The LGBTQ+ community and its allies are increasingly looking for brands that speak out and stand firm.

Shute highlights how many organisations are pulling back from LGBTQ+ sponsorships and partnerships in response to political pressure: "The backlash on EDI has led to many brands pulling away from sponsoring and supporting Prides and other LGBTQIA+ events. [Recently], we saw Liverpool Pride cancelled, and there will be more to come."

She encourages brands to prepare for criticism, not shy away from it: "Expect and be ready for backlash. Not everyone will be supportive, and you need to be ready to respond to criticism internally and externally."

Support that goes beyond the spotlight

For brands that genuinely want to support LGBTQ+ communities, it can be tempting to launch big, bold Pride campaigns. But in many cases, subtle, sustained action does far more good — especially when it's built on consultation and collaboration, not assumptions.

"Start small externally… Rather than big, focused campaigns, subtle year-round marketing is a good bet," explains Shute. "For example, including same-sex couples in your marketing. Make sure the creative feels representative and authentic."

Visibility matters, but it only has impact when it reflects real lives. That means understanding not just the importance of representation but the diversity that exists within LGBTQ+ communities — across race, disability, gender identity, and background. Without that, even the best-intentioned campaigns can feel superficial.

Shute also urges brands to consult with those closest to the work: "Work with [your employees], as well as external consultants, to deliver…."

This kind of collaboration promotes trust and strengthens creativity, too. Whether you're planning a campaign or deciding whether to sponsor a Pride event, involving LGBTQ+ voices from the outset is key.

And when it comes to products or merchandise, Shute is clear: "I have no problem with Pride-related merchandise and products, but I am much more receptive to it if it includes a charity donation… It's not good practice to have products that are made in countries where it is illegal to be LGBTQIA+."

The goal isn’t to be the loudest voice every June — it’s to show up in meaningful, lasting ways that support LGBTQ+ inclusion year-round.

Final thoughts

Pride Month offers brands a moment of visibility but also a moment of truth. Authentic engagement with LGBTQ+ communities can't be rushed, and it certainly can't be confined to a single month. It needs to be felt from the inside out, built into everyday culture, and backed by action all year.

As we've heard from industry voices, real allyship means:

• Listening to LGBTQ+ people — not just during campaign planning, but as part of your culture.
• Investing in safe, inclusive workplaces where everyone can bring their whole selves to work.
• Showing up when it's difficult — not just when it's popular.
• Supporting community-led initiatives and Pride events with more than logos and hashtags.
• And above all, approaching inclusion as an ongoing responsibility, not a seasonal message.

When you speak during Pride, you're not just addressing customers — you're also speaking to your employees, your community, and everyone watching how your brand shows up. Get it right, and you build trust. Get it wrong, and you risk doing more harm than good.

Interested in learning more about embedding DEI into your brand strategy to drive sustainable growth? CIM members can join us for our exclusive monthly webinar on June 25^th to hear expert Steph Inez Matthews talk about inclusive marketing for brands.

Register for the webinar here