I’ve never been to a Pride parade.
Not because I don’t care — quite the opposite. I support the LGBTQ2S+ community without hesitation or condition. I just don’t make it into the city much these days, and big events aren’t usually on my radar. But let me be clear: that doesn’t mean I don’t stand with Pride. Always have. Always will.
So when I woke up to the news that Home Depot and Google have pulled their sponsorships from the Toronto Pride Parade — while still planning to participate — I couldn’t help but shake my head.
That’s not allyship. That’s marketing without meaning. That’s showing up for the photo op while leaving your values (and your wallet) at home.
They’re not alone. This year, Nissan, adidas, Clorox, and Merck have also pulled financial support from Pride Toronto. They’ll still post rainbow graphics. Still chase the ‘inclusive’ brand halo. But ask them to actually invest in the community? Suddenly, they’ve lost their wallets in the Uber.
If you ever needed a reminder of why Pride exists, here it is. Pride isn’t a party. It’s a protest — in sequins, in silence, in spirit. It’s not about seasonal branding. It’s about visibility, dignity, and the right to exist without apology.
As creatives — as marketers, designers, writers — we’re not just crafting campaigns. We’re shaping culture. We decide who gets seen. Whose stories get told. Who feels welcome. And just as often, who gets quietly left out.
I’ve included queer couples, diverse families, people outside the sanitized marketing norm in my work — only to be told to tone it down, swap it out, keep it “neutral.” Not because it didn’t test well. But because someone, somewhere, might be “uncomfortable.”
Sound familiar?
Sometimes, those uncomfortable moments reveal exactly who you’re working with. The truth has a way of leaking through feedback notes and awkward silences.
But the truth is also this: visibility isn’t charity. It’s justice.
The LGBTQ2S+ community isn’t a trend. They are our colleagues. Our clients. Our friends. Our neighbours. They’ve always been here — whether the ad budget shows up or not.
You don’t need to march in a parade to be an ally. But you do need to show up. Loudly, clearly, and consistently. Because freedom of choice, of love, of identity — it either belongs to everyone or it belongs to no one.
So no, I won’t be at the parade. But I’ll always stand up for inclusion, equality, and the people I care about.
