It’s officially Pride Month—a time for celebrating authenticity, inclusion, and humanity at its most basic level. 

And while festivals, parties, and office memos are powerful ways to bring diverse communities together, some companies allow LGBTQIA+ activism to fizzle by the end of the month. What remains is a low show of support for LGBTQIA+ employees and evidence of rainbow washing, which can permanently hurt recruitment, retention, and company culture.

As themes of inclusion and empathy begin to take root in organizations large and small, today’s employees are calling on their employers to practice active allyship all year long. For queer employees, the fight for visibility and equality doesn’t end on June 30th—and neither should their employers’ allyship. 

To avoid rainbow washing and effectively prioritize the wellbeing of queer workers, employers must view active allyship as an ongoing priority rather than a month-long project—all the while reshaping company culture to be more inclusive, supportive, and safe for all.

For years, progressive companies like Target have shown support for the LGBTQIA+ community by displaying rainbow-themed merchandise during Pride Month. 

Often attracting positive press and recognition in the short term, these companies have also faced backlash for packing away their merchandise at the end of the month and pausing public displays of support—a phenomenon commonly known as “rainbow washing.”

Subtle hints of rainbow washing can manifest in a variety of ways during Pride Month—from using the Pride flag or rainbow colors in brand logos to voicing statements of inclusivity and equality on social media without authentic actions to back them up.

While these actions can appear meaningful on the surface, they often operate under the guise of “performative allyship”—when companies don’t have long-term policies, practices, or initiatives that align with the claims or beliefs they make. 

But performative allyship can go beyond public displays of support, sometimes surfacing in hiring practices. In fact, according to SHRM, 44% of candidates have, at some point in time, felt that an employer's primary interest in them was to fulfill a diversity hiring quota or goal, making the recruitment of LGBTQIA+ employees seem disingenuous.

While the Equality Act prohibits discrimination based on a person's sex, sexual orientation, or gender identity, simply having a bill is not enough to discourage discriminatory behavior.

Employers have a responsibility to create environments where all employees—especially members of the LGBTQIA+ community—feel seen, included, valued, supported, and safe.