June is wrapping up, and so too is LGBTQ Pride Month, with its accompanying corporate “rainbow washing.” However, this year, companies that wrap the LGBTQ consumer segment with rainbows are about to face a crucial reckoning. They must reconcile any differences, perceived or otherwise, between profits and values.
Previously, companies seeking to profit from the $1 trillion LGBTQ spending engine did so through social justice and relatable marketing messaging. Successful outreach to this consumer created emotional connections, which were predicated on action — action that invested in the LGBTQ community and, more personally, to the LGBTQ consumers themselves.
What makes this year different? As of this writing, 19 conservative states, led by Florida and Alabama, have passed or drafted anti-LGBTQ legislation for the purpose of creating solutions to nonexistent problems. With untruthful and dishonest legislation, these states are acting with hostile intent, putting corporations in a bind…
Read the full story from the Washington Business Journal.
