Luckily, that’s not the case universally. In other words, companies often use the iconography of pride to foster goodwill with their consumers, but don’t actually do anything substantive to affect change. However, more and more brands in recent years have fallen prey to honoring Pride Month thoughtlessly, simply slapping a rainbow on a T-shirt, tweeting “love is love” and calling it a day. These often limited-edition collections offer a great opportunity for companies to make meaningful monetary contributions to LGBTQ organizations and help the most vulnerable people in those communities.

June marks the beginning of Pride Month, a time when brands ‘round the world jump on the rainbow bandwagon and unleash their pride-themed merchandise.