10 brands that truly support the LGBTQIA+ community When it comes to Pride Month, rainbow washing is always around the corner
Brand activism became a confirmed phenomenon in 2021. While in the past there were few brands that publicly and above all vocally respected certain values and principles, today all companies across the board are in favour of progressive and inclusive principles. Whether it's feminism, social injustice or sustainability, though, it's much easier to post slogans or black squares on IG, rather than actually doing something to fight injustice and serious problems - especially if it's Pride Month. Almost every brand, in fact, changes its logos on the occasion of the anniversary, yet very often the logo is the only thing that changes: we can talk of rainbow washing, in fact, in all those cases where support for the LGBTQIA+ cause remains only a marketing tool without really translating into concrete help. Fortunately, the society in which we live is made up of consumers who are much more attentive than in the past and there are many companies that today play a fundamental role in supporting organizations that fight for LGBTQIA+ rights.
To get some clarity in the hub of campaigns and initiatives activated for Pride 2021, nss magazine has listed below 10 brands that are actually doing something to support the LGBTQIA+ community.
#1 Converse
UGG's project for Pride 2021 was one of the best thought of the year: firstly because it took place with the collaboration of the Pacific Pride Foundation; secondly, because it had the interesting idea of revisiting the idea of the school dance, that is, a typically heteronomy American tradition; third and final because its main face was that of Lil Nas X, along with those of Hari Nef, Maya Samaha and Jordun Love along with Pacific Pride Foundation members Mads Hamilton, Sky Limon, Roz Borah and the Brown family. The genderless capsule designed for the occasion also includes clothing but its highlights in footwear and, for each Stripe Slide Disc that will be sold, the brand will donate $25 to GLAAD, one of the leading LGBTQIA+ community rights organizations.
#9 Tiffany & Co.
Tiffany & Co. Pride 2021 campaign is entitled Stand for Love and explores the lives and identities of members of New York's LGBTQIA+ community with a short movie. In addition, the brand, through its LGBTQIA+ Employee Resource Group, has made charitable donations to both the Ali Forney Center and SAGE and will continue to be a community resource. Recently, among other things, Tiffany & Co. had sent a powerful message in support of the community by releasing the first engagement rings for men.
#10 Lego
The iconic toy manufacturer has created a new set for this year's Pride under the title Everyone Is Awesome. Built with a total of 346 pieces, the set is 10 cm tall and includes 11 monochrome figurines with different hairstyles and rainbow colours. On the occasion of the release of the set, the brand partnered with Workplace Pride, Stonewall and Open for Business to define strategies to support employees who are part of the LGBTQIA+ community. In addition, Lego's support has also extended to the British charity, Diversity Role Models, which works to educate children on issues related to cohabitation, the development of empathy and the importance of diversity.
