It’s that time of the year when rainbow hues take over social media, and not so subtly announce that Pride Month is here. While the absence of nuance is an everyday reality in the reportage of LGBTQIA+ lived experiences, it is woefully evident during the month of June as organisations try to capitalise on rainbow washing. It takes more than a rainbow-themed logo, quirky social media posts, or limited-edition products to be an ally of the LGBTQIA+ community. Beyond superficial visibility, community members and allies have begun demanding impactful inclusion from organisations that seek to benefit from their support of LGBTQIA+ community. 

This often leads to brands, amidst the scarcity of openly LGBTQIA+ creators, trying to squeeze as much 'queer content' as possible during Pride Month. However, consumers aren’t fooled by brands who try to leverage queer creators to seem woke or gain social capital. This Pride Month, we speak to influencers Manish Poonam and Sujal Thakkar, who delve into the difference between tokenism and effective allyship, meaningful support, and how allies can leverage their privilege to create tangible change.

Token gestures versus genuine support: A clear distinction