Molly Fleming: Brands must do Pride right if they truly want to support the LGBTQ+ community

Every year around June and July the advertising world explodes with rainbows. From retail to FMCG, every brand begins sporting the multi-coloured arch to show their support for the LGBTIQ+ community and honour Pride month.
However, this inevitably draws criticism as many companies are accused of hiding behind the rainbow and using Pride as a lazy attempt at brand purpose.
True brand purpose is not just about ad campaigns but how companies operate. If brands are celebrating the LGBTQ+ commun