It’s been Pride Month for a while (21 days, forgive us), and the one thing we notice year after year is the increasing number of companies willing to put up a temporary avatar, often the pride rainbow (and, sometimes even the progressive one that represents trans* and BIPOC people. That’s great.

But what are the moves those companies are making for their LGBTQ+ employees and their families? They’re consumers? If that answer is “nothing,” then they’re merely pandering. Especially if they’re making a buck off of Pride merchandise that will line the pockets of (probably) cishetero white men at the top of most companies while draining the very community of the cash they need more of to support their families’ medical care, transitions, mental health, etc.

But who is really out there doing it? We’ve found a few. Check them out and let us know who else is doing good work out there.

• Mastercard letting customers use their True Name®. This is allyship in action, taking steps to integrate everyone into society in an equitable way. And often, a more safe way.

• VC Ultimate has always spoken out in support of the LGBTQ+ community (and is run by an out gay woman!). Beyond that, they’ve changed the naming convention on their apparel. Instead of gendering styles, they name them based on how they actually fit (Classic, Fitted, Raglan).

• Kellogg’s has released a limited-edition cereal that allows consumers to share and wear their pronouns and will donate up to $140,000 to GLAAD ($3/box).

• KIND will donate $50,000 to the Ali Forney Center which provides healthcare and shelter to homeless LGBTQ+ youth. Additionally, you can text “Pride” to 1-833-623-KIND and the brand will donate another $1 to the Ali Forney Center for each text received.

• Bombas donates a pair of socks to homeless individuals for every item sold. In 2021, their focus is on Black trans* people (who experience homelessness at five times the rate of the general US population). The company’s Pride collection is always available. To date, Bombas has donated more than 300,000 pairs of socks through the Ally Coalition. 

• The Body Shop is encouraging consumers to sign a petition supporting the Equality Act and will donate $1 per signature to the Equality Federation, an advocacy accelerator to support LGBTQ organizations.

Probably the best thing any company can do is actually hire LGBTQ+ folks. Have anti-discrimination policies in place. Enforce them. Pay people fairly and equitably. Be cool.

Have fun out there people. Be safe and celebrate your uniqueness. We stand with you.