5 Risks of Performative Pride Allyship for Brands to Keep in Mind This June

When brands get woke, real humans are sometimes used as pawns

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As a gay woman and a marketer, every June I brace myself for the onslaught of rainbows

They’re in social media logos, storefront window displays, colorful capsule collections, TV spots and packaging as brands signal support for the LGBTQ+ community to sell everything from cars to HR software. 

Earlier this month, I woke to find our community caught up in the great chicken sandwich war again as Burger King and Chick-fil-A continue to battle for poultry sandwich market dominance.

Chick-fil-A’s CEO, who has a history of opposing same-sex marriage, was revealed to be funding an ongoing effort to oppose The Equality Act, a bill that would prevent discrimination for LGBTQ+ individuals. Sensing

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This story first appeared in the June 21, 2021, issue of Adweek magazine. Click here to subscribe.