As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

As people grow more aware of social justice issues, there’s greater pressure on brands to meaningfully champion diversity, equity, and inclusion to stay in step with consumers. Dr. Martens’ track record of authentic campaigning and cross-pollination with LGBTQ+ communities is meeting these demands.

The commercialisation of Pride Month has resulted in many businesses being called out for ‘rainbow-washing’ their products and marketing solely to boost profits. Canvas8 spoke to three experts to discover how brands can better support the LGBTQ community and authentically promote inclusivity.

Calvin Klein’s campaign #ProudInMyCalvins showcases the personal journeys of people from the queer and trans community. Highlighting the importance of LGBTQ+ representation, the campaign tells the poignant stories of people and their journey to self-realization and acceptance.

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?