Pride parades in major UK cities are often used by brands for 'Rainbow Washing' purposes 🌈
Rainbow Washing, also known as Pink Washing, is the practice of exploiting the LGBTQ+ community to boost PR and sales, without making any real action or long-term commitments.
This year, however, there's a slight but positive change at London Pride. The organisers have launched a new initiative, 'Pride in the City,' a year-round partner programme for brands interested in joining the capital’s procession.
For a commitment of just over £7,000, sponsors can secure a spot in the parade and receive training on various topics. These include making trans and nonbinary colleagues feel more welcome in the office and creating an inclusive workplace.
Why is this important? 🤔
It's refreshing to see, especially in 2024, efforts to tackle the exploitation of minorities for brand promotion. Maintaining positive PR should be about year-round effort and meaningful changes, not just adding a rainbow overlay to a profile picture.
Every little step counts ✅
As long as genuine effort is put into inclusivity, it won’t go unnoticed!
#marketing #pride #london #inclusion
Cybersecurity Leader - Passionate about Information Security & Engineering | Long Distance Runner & Triathlete | Avid Traveler | Code2College Volunteer | Employee Resource Group Board Member
2moLove all of this! 🌈