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Particularly, gay and lesbian individuals (71%), bisexual people (54%), millennials (32%), and high-income earners (34%) all said they’re likely to spend money with LGBTQ+-friendly businesses. Organizations seek to align with where the future is going, where the groundswell is, and more importantly, where the conversations are happening. This year, plenty of major corporations are rainbow-washing in an attempt to connect with consumers to earn their affection, preference, and trust. This year in my hometown of Boston, over 400 groups were registered to march in the city’s largest pride parade in 49 years. On one hand, this is thrilling – it indicates a wonderful cultural shift towards equality. Any of us would gladly take the current onslaught of rainbows over the senseless anti-gay cultural norms and legal realities this community has endured through US history and around the world. So, to get this point out of the way because it has to be said:Ĭorporate backing and public support for this community is something that should be appreciated for its intentions and as an alternative to a darker time in our not-so-distant past.
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This is the second anniversary of one of the worst mass shootings ever in our country, and it was targeted at the LGBTQ community. It may also help sway government policy towards equality as businesses like Netflix put pressure on individual states because of anti-LGBTQ laws. (Ask me another time about my concerns with the amount of trust consumers place in the institution of business.