Pride Month: The need to move away from tokenism towards authenticity
Updated On: 02 June, 2023 09:34 AM IST | Mumbai | Maitrai Agarwal
During Pride Month, queer narratives tend to be commercialised by some brands who do not engage with the LGBTQIA+ community throughout the rest of the year. We ask queer creators how they are leveraged, how brands indulge in tokenism, and the way to authentic inclusiveness
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Campaigns and initiatives which go beyond the month of June, and are inclusive all year-round are critical for brands to be inclusive, Photo courtesy: Tinder, Mani Saxena (centre), Deep Pathare (right)
Pride marches and celebrations take place across the globe during the month of June. With growing conversation, grows interest, and with interest, grows the possibility of minting money in our capitalist society. In the past few years, more and more brands have started launching a range of pride campaigns and claiming to be allies. “Pride month acts as a magnet for symbolic support for the LGBTQIA+ community. However, rather than making any actual impact, it mostly falls in the bracket of rainbow washing. The list of brands backing actual causes with visible support is – unfortunately – very short,” says Mani Saxena, publicist at Edelman India. “As someone who is queer and a part of the marketing machinery, I see right through a Pride menu or a Pride collection, every time I step out during June.”
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