Rainbow-washing or real allyship? Brands face a pride reckoning

Every June, brands across the globe eagerly roll out their rainbow-hued logos and feel-good taglines in a bid to align with Pride Month. But in a media landscape that is increasingly allergic to inauthenticity, these seasonal gestures often invite more scrutiny than celebration. Behind the glossy campaigns and limited-edition merch lies a crucial question: Are brands truly allies to the LGBTQIA+ community, or just savvy marketers cashing in on a moment?

Some ad agencies do manage to align the campaign brief with the brand's mission, ensuring the narrative is rooted in authenticity and meaningful storytelling. According to Mitchelle Rozario Jansen, senior vice president for business strategy and growth at White Rivers Media, this approach builds campaigns on a foundation of lasting impact rather than temporary gestures. She cites Vaseline's ‘Transition Body’ campaign, which won the Cannes Lions Grand Prix Glass: The Lion for Change last year.

Breaking away from conventional advertising, Vaseline launched a skincare product specifically designed for transgender women undergoing hormone therapy. The product was unveiled in Thailand on International Transgender Day of Visibility. Within six months, it became Vaseline's second-largest premium product, selling 7.16K units. The campaign, created by Ogilvy Singapore,  garnered 158 million impressions in Thailand with 100% positive sentiment. More significantly, it drove a 725% rise in purchase intent, while 54% of those exposed said LGBTQ+ inclusive brands made them feel more confident—signalling meaningful cultural and commercial impact.

That is the power of cutting through the performative clutter. And it all starts with the brief.

Reading between the rainbows

One of the first red flags in any Pride campaign, says Rhea Prabhu, producer at Equinox Films, is the absence of LGBTQIA+ voices in the creative process. "When a brief comes in, we’re quick to spot red flags that signal performative intent such as the absence of an authentic LGBTQIA+ voice in the creative process, reliance on superficial symbols like rainbow logos without any real action behind them, or one-off gestures that don't reflect long-term advocacy," she explains.

She encourages brands to shape campaigns that are humane, story-led, and genuinely inclusive. "Real impact comes from ongoing allyship, not seasonal optics," she adds.

Rhea Prabhu, producer at Equinox Films.

Rekha Rao, founder of OON Communications, echoes this scepticism. "Whenever I have had clients speak about anything purpose-led, I always ask them the why—if the initiative is just a tick mark on their ‘good to do’ list, then I advise them against doing it," she states.

Madhu S Dutta, founder of House of MSD, adds that superficial symbols and incoherent messaging raise concerns about authenticity. "The campaign should be a natural extension of what the brand stands for year-round; else it clearly indicates a 'calendar marketing' approach rather than a brand that truly stands with the community," she says.

Pride marketing must move beyond surface-level celebration to become a genuine, year-round commitment. It’s not just about visibility—it’s about values.

The business case for inclusivity is also strong. A Taboola report identified Levi’s and Converse as the most buzzworthy brands during Pride 2025, driving record online engagement. Levi’s saw a 4,143% spike in readership following its ‘Meet You In The Park’ campaign, centred on inclusivity and safe spaces. The brand also pledged $100,000 annually to Outright International.

Converse recorded a 348% rise in readership with its ‘Proud to Be’ line featuring bold Pride-inspired designs. Since 2015, Converse has contributed nearly $3.4 million to LGBTQ+ organisations, reinforcing its consistent support.

Representation without reduction

Navigating LGBTQIA+ storytelling without slipping into stereotypes is challenging but essential. "Authentic LGBTQIA+ storytelling is about diversity, not simplicity," says Jansen. "Avoid one-size-fits-all narratives and ensure representation reflects the full spectrum of LGBTQIA+ experiences."

White Rivers Media’s initiative, ‘Groove with Pride’, used music as a universal medium to amplify LGBTQIA+ voices. Prabhu notes that featuring people from present-day Indian society is key to achieving balance. She cites a campaign for the social networking app ‘Khul Ke’ where a queer artist was part of the brand's core audience.

Dutta emphasises, "Storytelling must be with, and not about the community. We involve LGBTQIA+ creators and team members from the start and conduct listening sessions to hear unfiltered experiences." She adds, "What if this never gets viral, would it still be worth doing? Resonance and relevance, not just reach."

Rekha Rao, founder of OON Communications.

Rao shares her experience with the Vicks ‘Touch of Care’ campaign featuring transgender activist Shreegauri Sawant. "The narrative we built and stood true to was to remove gender from the equation of the story being told, and humanise it with the lens of motherhood," she says.

Redefining Creative Benchmarks

Authentic inclusivity begins within the agencies themselves. For Dutta, the brief is the starting point. "Inclusivity starts in the brief itself. We don’t wait for casting or scripting to think about representation."

She advocates for inclusive casting "across gender identity, sexual orientation, race, body type, age and ability" and pushes for diversity behind the scenes: "True inclusion means bringing historically excluded voices into positions of power and perspective."

Many brands have realised, in hindsight, why it is best to have these numerous voices involved from the get-go. In the current cancel culture, they have to be mindful of how they portray their allyship.

In 2023, Tata Starbucks faced backlash for its ad campaign “#ItStartsWithYourName,” which portrayed a Hindi-speaking father reconciling with his trans daughter at a Starbucks outlet. In the two-minute film, he signals acceptance by ordering coffee under her chosen name, Arpita, saying, “For me, you are still my kid. Only a letter has been added to your name.”

While many praised the ad, critics labelled it “too woke,” and #BoycottStarbucks trended on Twitter. The incident underscored why involving diverse voices early is critical—brands must navigate allyship thoughtfully in today’s cancel culture. Starbucks, however, stood firm in continuing the campaign.

 

 

 

 

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Jansen therefore believes that sensitisation programs are important since they shift “the way we create, ensuring our narratives and decisions reflect genuine understanding."

Rao provides an example from her agency. Currently OON’s DEI team consists of a transgender woman, a person with disability, and individuals who are committed to and working for the cause of DEI. In her opinion, there can be no better way to guide clients on policies, do a sensitivity check on campaigns and ideas, or to devise content that upholds the dignity of the individuals than having individuals represented in these campaigns vet it themselves.

Beyond the Calendar

The consensus is clear: Pride must be a year-round commitment. "Creativity is a powerful tool to keep LGBTQIA+ visibility and allyship alive throughout the year," Jansen says. She advocates for long-term partnerships with LGBTQIA+ creators and integrating inclusive practices into brand operations.

Madhu S Dutta, founder of House of MSD.

Dutta calls for brands to build content ecosystems across formats like editorials, podcasts, and collaborations. "Think capsule collections benefiting LGBTQIA+ non-profits, or content partnerships that pay directly," she advises.

Moreover, when the political climate turns hostile, she urges that creativity shouldn’t retreat into safety. “Brands must be willing to take a stand, because silence is a statement, too," she claims.

In the end, authentic Pride marketing isn’t about what brands say in June—it’s about what they stand for the other eleven months. The brands that move from performative to purposeful allyship won’t just win awards; they’ll earn lasting trust.