Pride merch isn’t the answer to supporting LGBTQ+ youth. YPulse research shows that not only is Gen Z more likely to identify as LGBTQ+, our causes/charity and activism data also shows that 41% of Gen Z wants brands involved in LGBTQ+ discrimination causes. Ahead of Pride Month, several corporations including Walmart and Target unveiled rainbow-branded gear, with platforms like LinkedIn outfitting their logos in a rainbow palette in an attempt to support LGBTQ+ causes. But behind the rainbow-washed gear are often empty messages of support, and it’s on corporations to back up the merch with donations to LGBTQ+ causes/foundations. Especially when it comes to causes impacting trans youth, who continue to face several state legislations banning transition care for people under 18-years-old. The Body Shop is one brand inciting real change by setting up a petition that allows consumers to send notes to their members of Congress urging the passage of the Equality Act, with the Body Shop donating $1 to the Equality Federation for every signature gathered. (Vox)
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