Pride in London, and brands sporting rainbow colours in various marketing guises, have endured a heavier amount of stick than usual this year.
First came the memes – namely Steve Buscemi’s ‘How do you do, fellow gays?’ poking fun at brands’ sudden interest in the LGBTQ+ community come July. Then came the criticism of the poster campaign for the UK capital’s official festival, which was criticised for priortising the straight narrative. Pride in London took down the offending creative almost immediately.
There were other legitimate concerns raised too, including Smirnoff’s exclusion of women from its #ChooseLove exhibition branding.
— Caroline Ellis (@ellis_cari) July 7, 2017
Yet for the majority of the Twittersphere, brands that are seen to be ‘gay-washing’ their comms once a year are a relatively easy target to knowingly
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