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Pride in London is one of the U.K’s largest LGBTQ+ festivals, attracting 1.5 million people to the city each June with 30,000 participating in the parade itself. But in 2024, brands will have to walk the walk at a corporate level if they want to march the march.
In a bid to weed out rainbow washing or pink washing—the practice of using the LGBTQ+ community to boost PR and sales without demonstrating meaningful allyship—the nonprofit is requesting advertisers that want to join the celebration to engage with related causes year-round and take real action to foster inclusion in their workplaces.
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