I see some parallels here with Rainbow Capitalism, and a scandal that broke last year at this time.

While it’s really nice to see big corporations brand for LGBTQ Pride, and while seeing rainbows and positive messaging is obviously great, there’s often something missing.

And last year, it turned out that missing element was commitment.

It turned out that 11 major corporations that did big splashy Pride campaigns with rainbows and diverse smiling faces were at the same time contributing huge chunks of change to some of the most anti-LGBTQ politicians in the United States.

When that story broke (and how could anyone expect it wouldn’t eventually break?) the corporations in question reaped a tremendous amount of bad publicity and ill will from the same people they were indirectly trying to market to.

So, the missing element?

Maybe sincerity. I don’t know what all these companies are doing with respect to BLM and racism in their internal programs and corporate giving, but if they aren’t sincere, if their actions don’t align with their ads, people sniff that out with a quickness.

Worth considering, maybe.