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

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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.

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