2019 marks 50 years since the Stonewall Riots and in stark contrast this year's Pride in London had 16 corporate sponsors and saw 1.5 million attendees.
As support for Pride festivities grow, it's now more important than ever that consumers ask where their money is going once the street cleaners come back out.
Hate crimes against LGBTQ+ people have more than doubled since 2014. Rainbow-Washing will no longer cut it with consumers unless it's backed by genuine action.
As an industry, we have a duty to liberate, support, and encourage everyone to be true to themselves every day of the year, not just when it fits the narrative.
In this edition of Good News, we're celebrating true allies of the LGBTQ+ community.
Love is love,
The Good-Loop Team.
Firstly, putting us in high spirits is Smirnoff!
One of the biggest brands in Diageo's arsenal, it could be easy to take a shot at Smirnoff and assume their brightly coloured Pride bottles are a mere product of corporate greed. However, Smirnoff has been one of the biggest corporate allies of the LGBTQ+ community for decades!
Smirnoff keeps the rainbow flag flying long after the other balloons come down. From funding Soho Angels in London to their most recent 'Coming Home' campaign starring OITNB actress, Laverne Cox. They ooze equality, diversity, and pride from their core and continuously educate others on being a true ally of the LGBTQ+ community.
Rebranding Fairy to Fair, P&G has harnessed the reach and influence of one of the UK's most iconic brands in support of Pride.
As well as donating £50,000 to The Albert Kennedy Trust, P&G aims to focus the conversation and raise awareness around LGBTQ+ homelessness, which is largely due to homophobia within families.
P&G is another corporate powerhouse that has a near immaculate record of supporting the LGBTQ+ community. Inclusivity is at the heart of P&G where diversity and equality of their staff are first and foremost, perfectly showcased through their GABLE (Gay, Ally, Bisexual, Lesbian Employees) affinity group.
Our good friends at TOMS launched The Unity Collection with a Pride inspired spin on their signature Classic Alpargatas and eyewear.
From conception, TOMS has been a brand based on improving lives so it's hardly surprising they've made the list. Not all heroes wear capes.
As well as encouraging camaraderie with the collection, TOMS has partnered with Helen Keller International's Childsight Program to provide free eye care for homeless youth in NYC and LA - 40% of whom identify as LGBTQ+.
Finally, making waves is the WPP agency, Wavemaker!
With a rather spectacular float in this year's Pride in London, Wavemaker has been spreading the love far and wide. In partnership with Ogilvy, they lit up their Sea Containers offices with the Pride flag to mark the date.
Earlier in the month Wavemaker also hosted the 'Faces of Pride' collection by photographer Bronac McNeill, with the pieces then auctioned off to raise funds for Cancer is a Drag.
But it doesn't stop there - across the pond in Feb, Wavemaker Global became the first partner of Out In Tech. They are a non-profit LGBTQ+ community organisation that creates opportunities for LGBTQ+ leaders to advance their careers and visibility within the STEM sector.
