UK small businesses called to swap “Rainbow-Washing” for year-round LGBTQIA+ inclusion this Pride month – London Daily News

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Brand Motion today released new guidance showing how the UK’s 5.5 million small- and micro-businesses can turn Pride celebrations into lasting trust, talent and turnover without falling into the trap of tokenism.
Jumping on the pride bandwagon without a solid foundation in DEI can be disastrous. Consumers today are discerning; they can tell when a brand’s support for LGBT+ causes is superficial. Such inauthenticity not only fails to resonate with the community but can also backfire, damaging a brand’s reputation.
Rainbow washing is often seen during Pride Month or surrounding localised Pride events across the country. So what is Rainbow Washing? It is when brands use rainbow colours and LGBT+ symbols to show support for the community without backing it up with genuine actions. It’s like putting on a flashy coat but not changing what’s underneath. This superficial show of solidarity can come off as insincere and exploitative, especially when it’s clear that a company is only in it for the marketing boost.
Five‑and‑a‑half million small businesses power 99.9 % of the UK economy and 60 % of jobs according to Business Stats from UK Parliament. Yet only a minority have the time, budget or know‑how to build LGBTQIA+ inclusion into their brand story. Meanwhile:

Image by 42 North on Pexels
Drawing on recent success and cautionary tales, Brand Motion highlights:
Marks & Spencer’s long-running “Be Yourself” platform and Swansea’s Drop Bear Beer Co.’s sell-out “True Colours” IPA show how purpose-led collaborations build loyalty—while recent blow-ups at Primark and Bud Light prove that performative gestures can tank brand sentiment overnight.
To turn good intentions into everyday practice, it’s crucial for small firms to take no-cost, high-impact actions such as those outlined in various resources available, including Brand Motion’s new Embracing LGBTQIA+ Inclusion in Marketing playbook:
The guide also signposts freely available resources such as Galop’s employer helplines, Stonewall’s workplace briefs and CIPD’s diversity-policy templates, showing that genuine allyship is less about budget size and more about consistency, transparency and community collaboration.
Read the full playbook here: Embracing LGBTQIA+ Inclusion in Marketing: UK Small-Business Playbook – Pride 2025 Image by Layton Findlater on Pexels
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