While Pride month recognises the struggles of the LGBTQIA+ community, brands trying to cash in on its universality with marketing gimmicks sans any concrete efforts to aid the marginalised group is termed rainbow capitalism. People want to associate with brands that have socio-political values similar to their own. Today, consumer psychology, especially of the younger generation, has changed in a way where brand ethics also come into play. The first Pride march took place in 1970 and since then, the yearly celebrations have become brighter and bolder, with corporates jostling for advertising space on roads, papers, and the internet, in a bid to demonstrate inclusivity.
Known as Pride Month, it commemorates the 1969 Stonewall Uprising led by trans people of colour against police brutality in New York City. A time of rainbow onslaught, when brand logos, products, and social media handles change colours as a mark of support. The month of June is a colourful and busy time for big brands.
