Say what you want about peoples reactions, this does teach us a valuable lesson about advertising placement. After having seen pretty much every brand on Twitter US change their logotypes and tweet Gay Pride things for all of July, I too was getting rather fed up. Then the second wave began for me, as Gay Pride in Sweden began in August. Now it is in Canada. There is value in keeping your advertising local when it is.

Then there is also a problem with the practice of rainbow-washing, a.k.a pinkwashing. Like Greenwashing and Equalitywashing, consumers know when brands are pandering and the act of rainbow-washing can threaten brands. Products that profit from pride divide the LGBTQ community because honestly is that bottle of rainbow Absolut Vodka® in a box of glitter really a company showing allyship or are they just out to make a quick sales bump?