As the weather in the UK tries valiantly to launch “Summer” brands across the world are pulling out the rainbow-coloured decorations in the name of Pride. Everything from logos through to packaging, are getting that LGBTQ+ bump. But what is supposed to be a celebration of love and authenticity has been seemingly hijacked and become just another thing for brands to jump on.

What could be a timely opportunity for companies to demonstrate real, tangible support for their LGBTQ+ employees, customers, and clients has been reduced to base commodification and banal virtue signalling.

They call it rainbow washing, and we need to talk about it.

MJO is joined by Laura Marshall from Focus Cloud Group, and member of the LGBTQ+ community, to explore what a meaningful Pride looks like for brands, and how they can sustain that for the other 11 months of the year.