During Pride month, companies across Europe are wrapping themselves in rainbow colours to show support for the LGBTQ+ community.
But a new survey finds that up to 75% of people in Britain believe that brands engaging with Pride are doing so more because they are “trying to maintain a positive public image for themselves” rather than because they “have a sincere desire to show support for the LGBTQ+ community.”
And just 7% of people in Britain think companies are being sincere in their support for the queer community.
The figures are even starker when we look at just the veri from LGBTQ+ people in Britain: 79% think companies are supporting Pride events for PR reasons, while just 12% think they are being sincere in their efforts.
The phenomenon is known as pink-washing, when companies or brands seem attentive to LGBTQ+ issues during Pride, but they’re not for the rest of the year.
The survey was carried out in early June for YouGov, and questioned 5,988 people, representative of the general population, including 480 LGBTQ+ people.