Pinkwashing or Rainbow-washing appears like clockwork every June. Companies flash solidarity through marketing efforts and publicity stunts. Most of us know that these efforts are mainly motivated by profit not ally-ship and yet we still laregely welcome it. Why?

By normalising LGBT+ expression we are doing good. By showing people who want to come out that they are not alone is fabulous. Likewise is giving people a safe place to just be whoever they are and make them feel wonderful about doing it.

It is now time for another step being taken. Towards a world where self expression is the norm and the safe place is every road, every street, every day of the year. And it begins with taking back control of what Pride is.

Today it is the companies who pay the most who receive most prominence at Pride. How much are they willing to spend to be seen. There are few checks, little accountability and everyone suffers for it.

Pride 365 believes that companies who are held to a standard of authenticity will thrive and society will change for the better with it.

That is why we created the Pride 365 Certification. A way for anyone to quickly and easily identify if a company is willing to take real measures towards inclusivity and show solidarity not for a season but 365 days a year.