We're here, we're queer, 365 days a year

The month of June can only mean one thing. Pride month is here. So, cue the annual rainbow washing!

But ‘what is rainbow washing?’ I hear you ask.?

Well, rainbow washing is essentially when organisations or individuals will use, or add, rainbow colours to advertising, products, logos etc during Pride month. They portray themselves as inclusive but don’t actually do anything to be inclusive.? It’s an attempt at indicating progressive support for LGBTQIA+ equality, but in reality, it has a minimum amount of effort or impact and is basically just a performative form of allyship.?

And performative allyship is lazy allyship. In fact, it can even be seen in many cases as disingenuous.? It entails doing the bare minimum public display to show support for a marginalised community, in an effort to show you are on the right side, but without actually doing anything to advance the rights of the community. Often this happens as people feel they have to say something because staying silent can be seen to be complicit. But it can be just as harmful to do things without the right intent, as it can not only stifle and mask progress but can overshadow the attempts to create real change.?

Personally, I do enjoy seeing all the rainbows popping up. They make me smile and they add an additional sprinkle of queerness to my everyday life. So why do I have such an issue with rainbow washing?? Well, what we need to remember is that as nice as it looks, popping some rainbow colour on top of a logo, or developing a Pride product as part of an advertising hook (I’m looking at you Burger King with your Pride Whopper campaign), will rarely advance the rights of the community. And that is where the real focus should lie.?

Many companies do the same thing every year, and then as soon as we reach the 1st of July, everything returns to how it was and the perceived show of support disappears. In short, these performative gestures lack substance. Let me tell you for a fact, queer folk are queer all year around. It’s not a 30-day fad that we just happen to collectively participate in annually by coincidence. So why should the support and celebration stop as the clock strikes midnight on June 30th? Well, it shouldn’t, and that is a massive part of the problem.?

Now let’s be honest, when I initially mentioned Pride how many of you instantly thought of rainbows? My guess is quite a lot. But if you did, you shouldn’t feel too bad about it, as there is a good reason for it.?

Rainbows and Pride do go hand in hand. The rainbow flag has been used as a symbol of the community’s fight for liberation since the late 70s and back then it was created to represent the diversity of human sexuality and gender. And over the past 50 years as society has progressed, so has the flag, and as a result, it has undergone many changes.?

In 2017 it was updated to include brown and black to represent People of Colour within the community, and then around a year later was updated once more to include light blue, pink and white stripes to represent both trans and non-binary folk. Since then, in 2021, a further updated version was shared which includes a yellow triangle with a purple circle, which represents the intersex community.?

You’ve probably heard the phrase, ‘If it ain’t broke, don’t fix it’, so why do we continue to update something that is already so iconic and widely recognised? Well, it’s simple really, to be more inclusive. After all, why shouldn’t we show as much of the extensive breadth of identity within the community as possible? Progressing the flag is a way to mirror the actual progress that is being made in the community, encapsulating where we stand right now, whilst also recognising the intersectionality of LGBTQIA+ people.?

So rainbow washing can seem like a very innocent show of support. Whilst we could argue that it boosts representation for the community, encourages discussion, and can in some cases raise awareness, I hope you can agree that it doesn’t actually do anything to create opportunities or make life any safer.? I’m definitely not saying that there are always bad intentions for those that do add the odd rainbow colours, but companies must move past this and be better. Support should be done with intentions that actively overcome the real oppressive barriers that the community face (both systemic and structural). And most importantly, this shouldn’t just happen for one month of the year.?

Typically, Pride Month is dedicated to celebration. Celebrating the LGBTQIA+ community, and recognising the impact that individuals have had on history. But it’s not just a celebration, it’s also a time for reflection. Reflection on what progress has been made and how much further we need to go. Pride is now internationally recognised and has a symbolic message of equality, acceptance and freedom.??

For any organisations out there that are doing something in the name of Pride this year, I ask ‘What is your reason for getting involved?’. If it’s to make yourself look good, to make money, or simply because everyone else is, then your intent is wrong, plain and simple. And my advice to you, to be blunt, is don’t bother.?

Active allyship is not hard and it requires no special skills. All you need is the right attitude, and a willingness to listen, learn and act. Being an active ally means constantly working to dismantle barriers, without seeking acclaim or attention for your efforts. And most importantly, believing in and acting to advance equality.?

Lastly, please remember to show how important LGBTQIA+ equality is to you all year round, and not just in the month of June. Because the truth is, we’re here, we’re queer, 365 days a year!