The Pride rainbow is not only awareness that the community still needs—it’s action.
, an annual celebration of all things un-straight, part social justice movement, part corporate-marketing vehicle. I wish this were a more jolly piece about the joys of being a gay. But for all the levity, there’s also a gravity to LGBTQ+ life that cannot be ignored. To publicly out yourself, even in this day and age, even in the most coastal elite of towns, is no simple task.
Every year during Pride Month, we see brand after brand slap a rainbow on a limited edition box , and they’re accused of performative lip service to “the community” without following through in any tangible way. We’re inundated with those incredibly glib “Brands when Pride Month’s over” memes that ridicule the ephemerality of their efforts, the nod to lazy activism.
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