June is here, signaling the arrival of the annual tradition know as LGBTQ Pride Month. And, unlike in previous years, corporate America is facing a highly uncertain turbulent climate, needing to balance sound, profit motive business decisions with ever-changing cultural landscapes.
Just two years ago, companies were widely accused of Rainbow Washing — literally wrapping their brands and corporate imagery in rainbow inspired visuals. But after the Bud Light fiasco last year, companies began to experience Rainbow Worry — a trepidation of social media backlash from LGBTQ-themed marketing programs, as well as a fear of the negative impact on sales.
Gone are the days, at least for the foreseeable future, when companies such as Burger King showcased its Whopper in a rainbow foil wrapper or Nabisco filled its Oreos with layers of rainbow-colored cream.
Now as we enter Pride 2024, far-sighted companies and brands are embracing a Rainbow Wise approach — seeking a more measured, smart and…
Read the full story from the Washington Business Journal.
