Brands That Really Support the LGBTQ+ Movement

Not Just for Pride, Not Just for profit

Every June, countless brands unveil rainbow-themed logos, roll out Pride merch, and post supportive messages on social media. While visibility is important, many consumers and LGBTQ+ advocates are rightfully asking: Is this genuine allyship, or rainbow-washing in action?

As marketers, we know that authenticity is everything. And when it comes to supporting the LGBTQ+ movement, the difference between meaningful support and opportunistic branding can be stark.

So which brands are truly walking the walk?

Let’s spotlight those making a sustained, credible impact – not just turning a profit in June.

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What Is Rainbow-Washing?

Rainbow-washing refers to the use of LGBTQ+ symbols (usually the rainbow flag) in marketing, especially during Pride Month, without offering any meaningful support to the community.

It’s when a company temporarily projects LGBTQ+ values for positive PR, yet fails to:

  • Donate profits to LGBTQ+ causes

  • Support inclusive internal policies

  • Back up its marketing with long-term action

  • Avoid donations to anti-LGBTQ+ politicians or legislation

For many consumers that are part of the LGBTQ+ community, rainbow-washing feels hollow – even exploitative. According to a 2023 GLAAD study, 71% of LGBTQ+ adults said they are more likely to support brands that meaningfully support the community year-round, not just during Pride.

Brands That Actually Support the LGBTQ+ Community

Let’s look at brands that demonstrate year-round commitment, with clear links to queer ownership, funding, advocacy, and inclusion.

1. Fluide (USA)

An LGBTQ+ owned and operated makeup brand that markets itself as gender-expansive, Fluide doesn’t just target queer consumers – it’s part of the community.

  • 5% of all sales go to LGBTQ+ organisations

  • All models and collaborators are members of the LGBTQ+ community

  • Campaigns celebrate trans, non-binary, and queer joy unapologetically

This isn’t marketing to a niche – it’s marketing from within a culture.

2. Gegen (Germany)

Berlin’s Gegen is more than just a party collective. It has launched a fashion line, record label, and community platform, with all proceeds invested back into queer nightlife, safety initiatives, and mutual aid.

  • Actively supports marginalised queer groups including migrants and sex workers

  • Creates inclusive, sober-safe spaces alongside nightlife events

  • Strong anti-corporate ethos rooted in radical LGBTQ+ activism

It proves that powerful branding doesn’t have to be profit-led.

3. Wildfang (USA)

“Founded by queer women”, Wildfang is a gender-neutral fashion brand with bold political stances.

  • Raised over $500,000 for causes including Planned Parenthood and The Trevor Project

  • Uses non-binary models in every campaign

  • Advocates for workplace equity, progressive policies, and LGBTQ+ rights all year

In a time when fashion can easily fall into tokenism, Wildfang feels both stylish and sincere.

Larger Brands Doing the Work (With Some Caveats)

Not every large brand is guilty of rainbow-washing. A few have taken meaningful steps to back up their public messaging.

5. Ben & Jerry’s

Ben & Jerry’s has long been vocal in its political commitments – not just in the US but globally.

  • Publicly supported same-sex marriage laws in multiple countries

  • Funded grassroots LGBTQ+ activism, including bail funds for trans people of colour

  • Has internal policies supporting LGBTQ+ employees, including gender affirmation leave

Their Pride campaigns are tied to activism, not just product sales. Still, the brand’s Unilever ownership occasionally raises questions about the wider corporate impact.

6. Skittles (Mars Wrigley)

Skittles has run the “Only One Rainbow Matters” campaign for Pride since 2016, handing over its rainbow packaging and donating to GLAAD and other charities.

  • Collaborates with LGBTQ+ artists for limited editions

  • Publicly transparent about donations and campaign impact

  • Provides in-house support for LGBTQ+ employees

While some critics feel the gesture is minimal, others see it as a consistent, visible show of support – not just a cash-in.

The Role of Marketers: More Than Just Rainbows

As marketers, we’re responsible for guiding how brands speak to the world. When it comes to LGBTQ+ engagement, it’s vital we ask:

  • Is our support seasonal or structural?

  • Are LGBTQ+ people involved behind the scenes?

  • Are we sharing power, profit, and platform?

Marketing should never be a substitute for values. Brands that use Pride to drive short-term sales without long-term substance are likely to lose trust – and relevance.

What to Watch Out For

Be cautious with brands that:

  • Add rainbow flags to social media but donate to anti-LGBTQ+ politicians

  • Launch Pride collections with 0% of profits going to charity

  • Silence LGBTQ+ employees’ concerns internally

  • Operate in markets with anti-LGBTQ+ laws without advocacy

Performative allyship may fool casual observers, but increasingly savvy audiences will call it out – especially Gen Z, who rank authenticity as one of their top brand loyalty factors.

TL;DR – Brands That Really Support the LGBTQ+ Movement

  • Rainbow-washing is when brands co-opt LGBTQ+ imagery without meaningful action.

  • True allyship means supporting LGBTQ+ communities through year-round action, not just Pride.

  • Brands like Fluide, Gegen and Wildfang are community-led and reinvest in queer spaces.

  • Bigger players like Ben & Jerry’s and Skittles have earned praise for consistent, transparent support.

  • Marketers should ensure LGBTQ+ inclusion is embedded, not exploited.

  • Authenticity wins – rainbow logos alone don’t.