As of 2025, Pride month and all branding associated have come to be synonymous with brand logos turning into rainbows overnight, and just as quickly reverting to the originals as soon as the clocks strike July 1st. Floats and specially branded merchandise, rounding off the attempts of companies and governments to appear as strong an ally as any. However, at a time when LGBTQ+ rights are at a perilous juncture in popular culture, we must ask, would ‘Pride’ serve the community better if reverted to the founding intent – as a living, breathing protest?
Of course, there is the argument that pride-themed parties function as a beacon of joy and excitement to defiantly answer the vitriol that can be aimed at anyone who subverts the heteronormative. Community comes together and shows that support and public displays of radical happiness can still be a viable option to stand against hate. Yet, as pride progresses to become deeply entrenched in the commercial and capitalistic, the innocent community-focused ideals have become corrupted by the introduction of ‘rainbow-washing’. Colloquially coined, ‘rainbow-washing’ involves the promotion of LGBTQ rights to mask other rights or policy violations and to easily create an image of inclusivity that may not always be true. Rainbow capitalists cash in! Unless, of course, the current global administrations aren’t so keen.
While the US Supreme Court’s acceptance of appeals to revoke gay marriage and the defunding of several programs for LGBTQ+ youth, including suicide hotlines, springs to mind, the UK government should also be held accountable for the sudden shift in cultural messaging. Several UK Government departments, including the Home Office, withdrew from Stonewall’s Diversity Champions Initiative, as well as Kier Starmer repeatedly capitulating to the ‘trans-panic’ induced by those on the far-right, even though conversion therapy is still permissible through several loopholes in shaky legislation. While a brightly coloured graphic from your local MP is superficially supportive, actions speak louder than words – rights are hard-won, and while they should rightly be celebrated, they also require constant and fierce protection.
There is, of course, space for levity when celebrating identities and love stories that would have been overtly suffocated before. Mariah Carey headlining Brighton Pride in 2025 is something everybody should be excited about. Queer joy should exist loudly and, of course, proudly, but there is still a mountain to climb before that joy can exist without an active and vocal political base. As the identity of thousands of people is unwillingly politicised by the mainstream, you must, in turn, politicise the mainstream. Rainbow logos will not stop oppressive governments and administrations, but protests can. Depending on the goodwill of companies that can pick and choose when to dedicate themselves to equality is tentative ground at best, and wilfully naive at worst.
The politics of assimilation will dictate that LGBTQ+ people should be happy to exist at the forefront of culture in their own month, as opposed to a year-round stake in our collective minds. Even one month causes contention, with ‘Straight Pride’ even being given a flag in recent years, like the equally reductive ‘All Lives Matter’ tagline wheeled out in the past. In the face of such contrarianism, it could be easy to reduce pride down to just a party, in the hopes of also reducing the threat it poses to the homophobic, transphobic, and often plain ignorant mob. However, no amount of Spotify Pride Playlists or Chappell Roan-themed club nights will defeat ignorance alone. While pride parties are no doubt cause for celebration, you can revel without forfeiting politics – dance across the streets if and when you can, but do so remembering the sacrifice of the thousands who came before, lost to persecution. Protest can co-exist with a party, but a party alone is vulnerable. Keep the flame alive, whether there’s a ‘Pride with Barclays’ float chugging alongside you or not.
Another article you may enjoy: https://thebadgeronline.com/2025/09/norwich-house-unacceptable-conditions/
