Pride should be about giving the stage to the voices that need to be heard.

What started as organizations showing support for the LGBTQIA+ community has turned into a profitable marketing opportunity. Serving brands without them always taking on the responsibility of true allyship.

Organizations see the momentum created by Pride Month as an opportunity to give their image a boost, and often forget to make meaningful contributions to the LGBTQIA+ community. Even with the best of intentions, it’s a slippery slope to pinkwashing and rainbow capitalism.

So, here’s a proposal. Let’s do Pride differently.

Let’s commit together to stop using Pride for profit, and to invest our time in educating ourselves first. Let’s reinvest our media budgets in implementing robust DEI plans and actions internally and externally.

Let’s work together with NGO thought-leaders who provide the resources, support and workshops to help us discover our blind spots, keep learning, and take real action. So that eventually we will be a genuine LGBTQIA+ ally, not only during Pride Month, but all year round.
Only then do we earn the right to speak up during Pride.



Commit to stop using Pride as a profitable marketing opportunity.



Reinvest campaign and media budgets in learning and taking action as a company.



Boomerang connects you with NGO thought-leaders to learn and make an action-based plan worth sharing... next year.



Join us in becoming an actual LGBTQIA+ ally. Together. All year round.

Join the initiative and...

This initiative is for all organizations to join. Maybe you just realized you’ve been part of the problem. Maybe you haven’t even dared to touch the subject because you didn’t want to make mistakes. Maybe you simply just don’t know how. Or maybe you’ve already done a beautiful job in supporting the community, and want to do more! Regardless of your starting point, we’re in this together