H&M and Durex are two brands authentically supporting the LGBTQ community during Pride Month.

H&M and Durex are two brands authentically supporting the LGBTQ community during Pride Month. YPulse has warned brands not to “rainbow wash” their marketing, and H&M and Durex are two brands that are taking their campaigns to a more meaningful level. Putting a tech-focused spin on Pride marketing, H&M is launching an image-recognition app that detects rainbow patterned products/materials and connects users to an online hub, “Beyond the Rainbow,” spotlighting stories from the LGBTQ community. Stories featured are from stars and influencers talking about their emotional journeys and the liberation that was fought for, all while pushing people to understand the individual experiences behind Pride month. H&M is also matching donations to The Trevor Project, a nonprofit focused on LGBTQ suicide prevention. Durex is using its influence to launch a “#MySexMyWay” survey, in an effort to better understand how the brand can improve its support for the community. Showing up for the LGBTQ community goes beyond Pride Month, and if brands want to reach Gen Z, making this social justice issue a core aspect of their organization is vital. (Marketing Dive, Adweek)