The Drum: Why Pride should be celebrated 365 days a year

With Pride celebrations officially wrapped – confetti cleared from parade routes and glitter swept from city streets – it’s dangerously easy for the marketing world to brush the importance of advocacy for LGBTQ+ rights under the rug as well. Just as retailers’ shelves are emptied of ornaments come January and Cadbury Eggs post-Spring, brands across North America and Europe tend to wipe rainbow flags from their storefronts and packaging by mid-July.

We’ve started to treat Pride like any other holiday or festivity, and while the intention is both positive and empowering in the moment, it is simply not enough anymore. The LGBTQ+ community does not cease to exist for eleven months out of the year, and neither should our alliance and dedication to support them.

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