As we reach the end of another Pride Month, we find ourselves looking back at how brands sought to demonstrate their commitment to the LGBTQ+ community in perfunctory ways; they installed rainbow routes on the Uber app, Skittles yet again got rid of their rainbow, and dozens of companies swapped out their sleek black-and-white logos for gaudy Pride editions (well, in countries where they’ve calculated that the risk is worth the reward – see Bethesda and Mercedez-Benz)

With the rise of webinars and white papers on how to market to Gen Z or optimise TikTok ads, the pursuit of new marketing channels by big brands is seemingly relentless. As generations diverge significantly in the channels they use day to day, brands can be forgiven for trying new mediums to stay relevant.