When will companies end their embarrassing Pride hypocrisy?

Here come the flag-shaggers. June is Pride Month, the annual exercise in rainbow-washing, and if you listen very carefully you may even hear gay rights mentioned. You might be familiar with Pride Month from past years. On 31 May, the bank is offering you a fixed rate with a four per cent APRC; on 1 June, it wants you to know that, on the off chance you’re non-binary, your mortgage-lender thinks that’s valid.

The most obvious way for a corporation to signal its commitment to inclusivity is to emblazon its corporate branding with the Pride flag, but this is increasingly fraught with difficulty. Because, you see, the Pride flag is no longer inclusive. It’s a gay symbol, after all, and gay men and lesbians rank just below white people and non-graduates in The Current Ideology’s hierarchy of villainy.

Some brands get around this by using the Progress Pride flag instead and, speaking of banks, HSBC has gone down this route. Alas, progress is a fast-moving thing and while the Progress flag boasts additional stripes in blue, pink and white (trans pride) and brown and black (‘people of colour’), it isn’t as progressive as the Intersex-Inclusive Progress Pride flag, which adds a purple ring on a yellow background. Of course, this in itself is a symbol of oppression because it fails to incorporate the flags for polysexuals (those attracted to many genders) and polygenders (those who are many genders). If HSBC can’t get simple stuff like this right, how am I supposed to trust them with my reward current account?

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Author: HP McLovincraft

Seeker of rabbit holes. Pessimist. Libertine. Contrarian. Your huckleberry. Possibly true tales of sanity-blasting horror also known as abject reality. Prepare yourself. Veteran of a thousand psychic wars. I have seen the fnords. Deplatformed on Tumblr and Twitter.

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