Since the late 1960s, the month of June has been celebrated as “Pride Month” all across the world, and is dedicated to the commemoration of LGBTQIA+ freedom. Over the years, from the start of the modern LGBTQIA+ liberation movement in the 1970s through to the digital age of the present day, Pride Month has undeniably remained one of celebration, acceptance, and unapologetic liberty. However, the rise of social media and commercial branding has introduced a shift in so-called activism. I’m talking things like regurgitated Instagram pictures, slapping on a Pride filter or what many call “corporate rainbows”. In other words, this simplification of showing “support” has caused a shift in the understanding of why Pride is important and needed.
So let’s begin with why Pride is important. With its origins dating back to 1969, commemorating the Stonewall Riots, Pride Month is seminal for honouring the LGBTQIA+ activists fighting for equality, raising awareness about LGBTQIA+ topics and for destigmatising LGBTQIA+ love and joy. It is also important for promoting love and self-love, diversity and allyship – which, if productive, is arguably the best way to actively support the LGBTQIA+ communities when existing outside of them.
To the heterosexual individuals, you must understand that you’ll never know the extent of LGBTQIA+ hardships. But, you should do your best to listen, support and show solidarity at every given opportunity. In other words, existing outside of LGBTQIA+ spaces shouldn’t deter you from educating yourself on their hardships, and speaking up to support.
And speaking of “supporting” LGBTQIA+ communities, let’s make it very clear that showing support entails more than just slapping a corporate rainbow across your social media and circulating the same Instagram posts with hashtags like #loveislove. In my opinion, sticking a rainbow across social media for a single month of each year, or “rainbow-washing” as it is now called, screams marketing-ploy louder than it screams allyship. In the (well-written) words of Justice Audre, “rainbow-washing ultimately allows people, governments, corporations that don’t do tangible work to support LGBTQ+ communities at any other time during the year to slap a rainbow on top if something in the month of June and call it allyship.” (Source - @justiceaudre on Twitter) So, while they get the thumbs up that they’re doing the right thing (because on a surface level, they are), an actual delve into their so-called “activism” is often little to none. I can’t help but wonder what it is (if anything) that these big-name brands are doing behind closed doors to support the LGBTQIA+ communities.
Please don’t get me wrong. The rainbow flag is a beautiful symbol that holds a meaningful history. In fact, it was created by self-described Queer artist Gilbert Baker, who “thought a gay nation should have a flag too, to proclaim its own idea of power.” (Source - Huffington Post). However, it’s no secret that its usage has become so generic that anyone can post a few rainbow emojis or stick a rainbow filter on their profile picture or and claim “allyship” without actually addressing or even thinking about the issues that the flag represents.
I guess the silver lining here is that the rainbow flag and concept of LGBTQIA+ allyship has become so widespread (if generic) that it’s kind of become the norm, so this certainly doesn’t mean to say the flag shouldn’t be posted. However, corporate rainbows are nowhere near enough, and we should all be more productive with our allyship in our day-to-day lives. This means correcting your friends when they say something homophobic or transphobic, even those under the guise of a “joke” (which is a whole other topic that I could vent about). This also means listening to your LGBTQIA+ friends and amplifying their voices. Educating yourself on the issues faced within their communities. Confronting your own prejudices and bias, even if it’s uncomfortable. Supporting LGBTQIA+ businesses, artists, actors, and not supporting misrepresentations of LGBTQIA+ people in the media. The list goes on.
And if you’re a brand with a rainbow profile picture and a snazzy new array of rainbow products on the shelves this month, you’re definitely making a profit off of your “rainbow-washing” - so donate to LGBTQIA+ charities! Use that profit to address real issues. Hire LGBTQIA+ people. Use your platform to highlight not only the struggles, but the love, the joy, and the all-round realities of the LGBTQIA+ communities.
Display image by CottonBro via Pexels.
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