To all the straights participating in PRIDE today:
It's 2019, but homophobia and transphobia continue to persist in the form of trans exclusionary military policies, religious bakers who refuse to serve anyone but heterosexual couples, andWhile several organizations such as The Trevor Project, the LGBTQIA+ Center and the National Center for Transgender Equality, among others, have consistently tried to raise awareness and offered enormous support to the community, hatred and bigotry are hard to beat in the current political climate.
As such, we all share a collective responsibility to pushing for equality including corporations and brands. But supporting the LGBTQIA+ community also needs to go further than slapping rainbow colors on a shampoo bottle. Commodification of Pride has become a strenuous topic as it gets harder to differentiate between brands genuinely dedicated to uplifting marginalized groups and ones are simply seeking praise .
initiatives in the early 1990s that helped raise awareness and funds for AIDS, this year the brand has pledged $500,000 toto honor Viva Glam's 25th anniversary. The beauty giant will also lend its support to over 20 regional Pride events across North America including Toronto and Montreal Pride and will offer sponsorships to local communities.
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