Pride’s been bigger than ever this year, with most big media, fashion and food brands pledging their allyship with LGBT rights.
Rainbows are arching across the high street windows of everywhere from huge businesses like Starbucks and Barclays, to more bespoke brands like Hunter and Kiehl’s.
This surge to cash in on Pride has caused controversy in recent years and as a result, many companies now donate a (often small) portion of their profits to LGBT+ charities and causes.
But a recent study by marketing experts Reboot Online has found that only 64% of companies with Pride-related marketing content do this.
They examined 122 companies, also taking into account a survey of 250 LGBT+ respondents, who answered questions about their feelings on “rainbow capitalism”.
The study also found that 29% of companies had never done a Pride campaign before 2019.
