Emerald chairman Steve Wardlaw questions brands who seize the publicity opportunity of Pride and pinkwashing. “10 years ago, I would’ve been ecstatic to see a major retailer selling Pride greetings cards. Today, I am very sceptical,” Wardlaw says. “Piggy-backing off the LGBTQ movement is an outdated PR tactic. It’s a way for brands to align with a newsworthy and important cause, without actually investing in anything.”

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