LGBTQ+ Pride: Firms accused of 'rainbow-washing'

Major retailers are slapping rainbows on products in a bid to cash in on Pride, LGBTQ+ campaigners have claimed.

The Queer Emporium said they welcomed the extra visibility, but said very little money was going to the community and it felt like a "money grab".

An activist said there were also concerns around the exploitation of workers making merchandise in countries where it is illegal to be gay.

Pride Cymru said it was "heartening" to see many brands embracing Pride.

"Huge amounts of massive companies do just slap rainbows on their products and sell them at a higher price," said Yan White, founder and director of social enterprise and not-for-profit Queer Emporium.

He added that even when a portion of profit was donated to a community group or charity, it was relatively "minuscule".

"Lots of brands will create rainbow versions of their products, but the reality is there's very little, if any money actually going back to the LGBTQ+ community.

He added that whilst the increased visibility was good, as well as things like LGBTQ+ networks in companies, he believed businesses profiting from merchandise could do more to help communities.

"I think the trans community is by far the most persecuted in the UK in the media and on a political level as well, so I think a lot of those companies could throw their weight behind that particular group, I think that could make a bigger difference if they really do want to do something progressive."

Initially set up for four weeks during last year's Pride month, to offer a more localised service to people who wanted to celebrate the occasion, the Cardiff store has remained open and now works with around 20 LGBTQ+ businesses.

The rainbow flag - a symbol for the LGBTQ+ community - first appeared back in 1978, when artist Gilbert Baker made a design with eight stripes to be used on gay freedom day in San Francisco.

It's use spread across America, and by the 1990s it was a symbol for people trying to get equal rights for the community.

The range of bright colours are used by some as a symbol to celebrate differences, to say everyone should feel included no matter who they love or how they feel about themselves, and to show for the community.

The red stripe represents life, orange represents healing, yellow represents sunlight, green represents nature, blue represents art and violet represents the human spirit.

Over the last few years the flag has changed and been updated to represent more communities.

Mr White said he had noticed a growing desire among customers for ethically made products.

"I think there is a problem where if you want to shop in a shop like mine, you would expect that level of ethics to be there.

"I'm glad we're held to but I feel that sometimes larger businesses, particularly chains, just aren't, because people just choose to ignore it."

Izzy McLeod from Cardiff said while it was nice to have reached a place where rainbows were on a lot of products, they were concerned about conditions for workers making the products.

"We shouldn't be relying on exploitation of other people for us to celebrate ourselves," the activist said.

"These corporations are doing it because it is profitable, and when they're doing it in a way that's saying 'we LGBTQ+ people whilst making merchandise in countries where maybe it's illegal to be gay', then it comes across as very 'we're going to take your money, but we're not going to do the work," the 24-year-old said.

"Pride should be about queer liberation for all, not just capitalising on the pink pound, we cannot continue to let brands pander to one part of the LGBTQ community, while participating in the exploitation of another."

Izzy said no-one should feel guilty if they had already bought merchandise from a major retailer - the focus should be more on calling out brands who could do more.

"It's about empowering people to make a change, but while shouting at those who do have the power to make those changes," the campaigner added.