Diversity, Equity and Inclusion

Here's How Brands Are Giving Back to LGBTQ+ Communities for Pride Month 2021

SodaStream, Shopify, 1-800-Flowers and more are turning special products into charitable moments

A smiling woman standing behind a counter with bowls of citrus and a soda machine — Laverne Cox is the face of SodaStream's Pride celebration this year with Rainbow Story, which centers personal tales of triumph.SodaStream

By Shannon Miller

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Let’s be honest: Most major brands haven’t maintained a consistent-enough relationship with LGBTQ+ communities to survive Pride Month without some level of scrutiny. More often than not, “rainbow washing”—that is, the act of deploying Pride-themed versions of their products and marketing without substantially engaging queer communities—tends to be the minimal-effort route that too many brands take, and the majority of consumers recognize these attempts as inauthentic almost immediately.

But it’s never too late to start developing real

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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