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During #pridemonth, numerous companies display #rainbowflags and express support for the #LGBTQIAPN+ community. However, ensuring #inclusion and #diversity remain priorities beyond June requires holding companies accountable for “#pinkwashing” - exploiting the LGBTQ community for #profit and #publicity without action.

The purchasing power and influence of the LGBTQIAPN+ community, known as “#pinkmoney,” has skyrocketed. According to research, the combined buying power of the LGBTQIAPN+ community in the US is over $1 trillion. Corporations have taken note, proudly proclaiming support for Pride and the community. However, without follow through after Pride month ends, these efforts amount to little more than disingenuous marketing tactics aimed at capitalizing on “pink money.”

Indicators of pinkwashing include vague statements of support lacking commitment to concrete change; temporary displays of solidarity, like rainbow logos, that disappear come July; and failure to support pro LGBTQIAPN+ policies and legislation. Conversely, authentic allyship involves year round advocacy; supporting and empowering LGBTQIAPN+ employees, customers, and communities; and influencing policy changes.

While buying from brands that genuinely support the community is ideal, avoiding known pinkwashers is also constructive. The communities’ influence depends on collective action holding companies accountable, demanding transparency and pushing them to do better. We can transform Pride from a temporary marketing moment into an ongoing movement only by standing together.

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Consumers must look critically at a company’s actions beyond Pride Month to identify performative support.

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???? A lack of year-round support. If a company’s advocacy is confined to June, their commitment to the LGBTQIAPN+ community is likely performative. Authentic allies take action continuously, not just during Pride.

???? Vague or misleading messaging. Be wary of companies that make broad statements about “equality” or “diversity” without specific references to the LGBTQIAPN+ community. They may be using inclusive language to appear progressive while avoiding actual advocacy.

???? A lack of substantive policy changes. Real change stems from concrete actions, not just words. Look for companies actively working to improve LGBTQIAPN+ inclusion through non-discrimination policies, healthcare benefits, and other meaningful reforms.

???? Exploitative advertising. Some companies appropriate LGBTQIAPN+ symbols to sell products but donate little or nothing to the community. Be skeptical of “rainbow-washing” - slapping a rainbow on merchandise to seem supportive.

???? Lack of transparency. Authentic allies openly share details about their donations, partnerships, and progress toward inclusion goals. Companies unwilling to disclose such information may have little to report.

Consumers must demand more from corporations than a rainbow logo. Individuals can compel companies to take authentic action for the LGBTQIAPN+ community by calling out pinkwashing and supporting substantive, year-round advocacy. The fight for equality does not end when the Pride flags come down.

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Companies must commit to year round education and action to ensure that inclusion and diversity remain priorities beyond June. Simply displaying a rainbow flag for one month is not enough.

Real change requires constant work and difficult conversations. Companies should implement mandatory sensitivity and inclusiveness training for all employees, not just once but continuously. They must also establish and enforce clear policies against #discrimination of all kinds.

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The public has the power to demand accountability from brands and organizations. Consumers can pressure companies through social media campaigns, petitions, and by supporting businesses that have demonstrated real action and impact.

Ask companies pointed questions about their policies and commitments to the LGBTQIAPN+ community. Seek out specifics on: Internal education and training initiatives, Anti-discrimination policies, Charitable partnerships and donations, Business practices that specifically support LGBTQIAPN+ employees and customer.

If companies cannot provide evidence of meaningful, continuous action, consumers can withdraw support in favor of more responsible alternatives.

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Pride Month highlights how far we have come in the movement for LGBTQIAPN+ rights, but also how far we still must go. Achieving true inclusion and equality is a marathon, not a sprint. Companies, organizations, and individuals must make a habit of open dialog, education, policy changes, and purposeful action. Only by working together, listening to each other, and holding one another accountable can we progress to a society in which people of all identities feel respected, valued and safe being their authentic selves each and every day of the year.

???? ?????????? ?????????? ?????????? ???? ???? ??????, ???? ???? ?????????????? ???????? ???? ???????? ?????????????????? ?????? ?????????????????????????? ?????????????????????? ?????? ?????????? ?????????????? ???? ?????????????? ???????????? ????????. ???????? ???????????????? ???????????????? ?????????????? ???????????? ?????? ???????????????????? ???? ?????????????????? ??????????????????, ?????? ???????? ?????????????????? ???????????????? ???? ?????????????? ????????????????. ?????????????? ???? ?????? ??????????????????+ ?????????????????? ?????????????? ???????????????? ?????? ?????????????????? ?????? ???????? ?????????? ???? ???????? ???????? ?????? ?????????? ?????? ???? ?????? ?????????????? ?????????? ?????? ?????????? ???????????? ?????? ????????????????????????????. ?????????? ?????????? ???? ?? ???????? ?????? ?????????????????????? ?????? ????????????????????, ?????? ???????? ???????? ?????????????????? ???? ???????? ?????? ???????? ?????????? ??????????. ?????????????????? ???????? ???????? ?????????? ???????? ???????????????? ?????????????? ?????? ???????????????? ???? ?????????? ?????????????? ???? "??????????????????????." ????????????????, ???????? ??????????????????, ????????-?????????? ????????????, ?????? ??????????????????+ ?????????????????? ?????? ???????????????? ???????????????? ?? ???????? ???????? ?????? ?????????????????? ?????????????? ?????? ??????. ???????? ????????'?? ?????????? ?????? ???? ????????, ?????? ?????? ???????????????? ?????????? ????.