Moving Beyond Rainbow Logos: Genuine Support for Pride Month

Moving beyond “rainbow washing” to truly supporting the LGBTQ+ community.

Published on
June 1, 2023

Today I wrote this blog post not as the Shimmer co-founder & CEO, but as a normal, queer human. And I have to say—I’ve been so incredibly excited for Pride Month and to inject some rainbow into our logo. However, amidst this celebration, I feel compelled to kindly shed light on the issue of performative allyship often displayed by corporations. It is crucial for these organizations to genuinely back the LGBTQ+ community if they choose to don the beautiful rainbow flag. In this blog post, we will delve into the problem of performative allyship, highlight Shimmer's distinctive approach to supporting the LGBTQ+ community, and discuss meaningful ways in which companies can genuinely show their support during Pride Month.


Every year, during Pride Month, we witness an influx of companies showcasing their support for the LGBTQ+ community by incorporating the vibrant rainbow colors into their logos and marketing materials. While these rainbow logos may seem like a positive step towards inclusivity, it is crucial to examine whether these companies are truly taking substantial action to support the LGBTQ+ community beyond mere symbolism. In this blog post, we will explore the issue of performative allyship, highlight the distinct approach of how we support the LGBTQ+ community, and discuss meaningful ways in which companies can genuinely support Pride Month.

The Problem with Performative Allyship

Performative allyship refers to actions that appear supportive but lack true commitment to marginalized communities, including the LGBTQ+ community. Many companies, in their quest for a broader customer base or improved public image, simply change their logos during Pride Month without taking substantive steps to support LGBTQ+ individuals. This superficial practice creates an illusion of support while failing to effect real change or address the community's needs.

Shimmer ADHD Coaching: Leading by Example & Going Beyond Surface-Level Support

At Shimmer, we embody genuine support for the LGBTQ+ community—not just because it’s my personal passion, but because it’s the right thing to do. Recognizing that true inclusivity requires more than a rainbow logo, Shimmer takes proactive steps to advocate for and empower LGBTQ+ individuals with ADHD. Shimmer ADHD Coaching offers tailored coaching services designed to address the unique challenges faced by LGBTQ+ individuals within the ADHD community and takes steps to ensure we’re providing queer-competent care. By providing specialized support, resources, and understanding, Shimmer strives to make a tangible and positive impact on the lives of these individuals.

Some examples of the work we do in the LGBTQ+ space, within and outside of Shimmer:

  • Advocacy blog posts, social content & pieces like this that drive awareness for ADHD & queerness (more to come all month!).
  • Queer-competent care led by our Head Coach & Content Developer, Noelle Daoire, who is not only an LGBTQ+ advocate, but a LGBTQ+ specialized coach.
  • LGBTQ-specific training for all of our ADHD coaches, queer or not. This month, for June (and Pride Month), our monthly live training will be focused on queer-competent care.
  • Spotlighting LGBTQ+ ADHD voices (including mine!) all month in our newsletter & social efforts

The Call for Genuine Support

Companies genuinely committed to supporting Pride must transcend performative gestures. Here are a few meaningful ways in which companies can wholeheartedly support the LGBTQ+ community:

  1. Inclusive Policies: Implement policies that protect LGBTQ+ employees from discrimination, fostering safe and inclusive work environments.
  2. Diversity Training: Provide comprehensive diversity and inclusion training to enhance awareness, understanding, and acceptance of LGBTQ+ experiences.
  3. Community Engagement: Actively participate in LGBTQ+ organizations and events, sponsoring initiatives that promote equality, representation, and empowerment.
  4. Amplify LGBTQ+ Voices: Utilize company platforms to amplify the voices and stories of LGBTQ+ individuals, fostering greater understanding and support.
  5. Philanthropic Efforts: Donate to LGBTQ+ organizations and contribute to community projects addressing the unique needs and challenges faced by the LGBTQ+ community.


While rainbow logos may capture our attention during Pride Month, it is essential to ensure that companies take concrete actions to support the LGBTQ+ community beyond this symbolic gesture. True support for Pride necessitates an ongoing commitment to inclusivity, equality, and understanding. By embracing genuine support, companies can foster lasting change and contribute to a society that celebrates and uplifts the LGBTQ+ community throughout the entire year.

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