By Tristan Smith, HQN

Every June, the world becomes a little bit more rainbow. The dates for Pride month were chosen based on the 1969 Stonewall riots in the USA – a turning point in LGBTQ+ activism – but the subsequent celebrations are truly worldwide.

It’s more than just a celebration, though. Pride is about advocating and making space for LGBTQ+ people. It’s about our rights and freedoms. And it’s about the culture and community we created, despite discrimination and attempts to prevent us openly acknowledging our sexuality and gender identity.

Sadly, anti-LGBTQ+ inequality is not a thing of the past. LGBTQ+ people are still disproportionately likely to be homeless and earn less on average than our cisgender, heterosexual peers. Backlash against ‘wokeness’, ‘gender ideology’ and EDI is becoming more and more legitimised and widespread. The alt- and far-right are gaining ground, and we’re living in a climate in which individuals, organisations and media are increasingly emboldened to express anti-LGBTQ+ views, discriminate against LGBTQ+ people or, in some cases, even physically harm us.

In 2015, the UK was ranked the highest of all European countries on ILGA-Europe’s Rainbow Index, which charts how LGBTQ+ friendly law and policy are across the continent. Now, in 2025, we rank 22nd on LGBTQ+ rights overall and 45th out of the 49 countries for transgender legal recognition specifically.

Another decrease is in the number of visible Pride-focused marketing campaigns, which dropped by 141% between 2023 and 2024. While this may seem insignificant at first glance, it’s a marker of wider social attitudes.

Over a period of 25 years, we’ve gone from local authorities being banned from ‘promoting homosexuality’ under Section 28 to them marching in Pride parades. The cultural climate has shifted hugely, and it’s not only for governmental bodies. While private organisations and businesses weren’t subjected to the same regulations, the idea of Pride featuring Nando’s, Jet2 and Sainsbury’s would’ve been completely unthinkable at the turn of the century, yet here they are.

For many, the rise of the rainbow logo was a measure of immense progress. Businesses and organisations which aren’t specifically run by or for the LGBTQ+ community choosing to participate in Pride can send a message beyond simply ‘it’s Pride month’. It says you actively accept and support LGBTQ+ people and are willing to take a stance rather than remaining neutral when it comes to our rights.

Yet some organisations have been accused of using Pride as a PR tool, attempting to appear progressive without demonstrating any actual support for LGBTQ+ rights and inclusion. This makes for a form of false allyship where the rainbow – and, by extension, the LGBTQ+ community – is likely to be abandoned after sufficient backlash. The most notable and extreme example of this is Bud Light, which regressed on its LGBTQ+ inclusion after a targeted harassment campaign following its partnership with transgender influencer Dylan Mulvaney.

While any kind of marketing is an opportunity for organisations, a Pride flag is also a responsibility. In the same way as insisting you listen to tenants will aggravate them if your behaviour suggests you don’t, sending the message that you accept and support the LGBTQ+ community should be backed up with concrete actions.

Whether this is through policy development, working on organisational culture, collaboration with LGBTQ+ organisations and charities, speaking out on specific injustices, creating dedicated resources and support for LGBTQ+ people, or simply putting a genuine, sincere effort into listening to us and making changes based on feedback, action is what gives the rainbow its genuine value.

You don’t have to be perfect. In fact, seeing an imperfect organisation be transparent, open to change and dedicated to trying can be incredibly powerful.

In social housing, these efforts are especially important. Homes and workplaces are two of the biggest aspects of people’s lives; social housing providers operate both. Right now, almost one in three LGBTQ+ employees across the UK doesn’t feel able to be open about their identity at work, and the same number wouldn’t feel comfortable reporting discrimination. Up to 20% of LGBTQ+ residents in social housing will change their home environment before letting people in to hide signs of their sexuality or gender identity. And change starts with individuals.

Using Pride month as an opportunity to highlight your year-round commitment to accepting and supporting LGBTQ+ people is especially important for those who feel they can’t be open about who they are. It’s an easy way to tell them they’re safe with you. So long as that’s true, fly the flag with pride.