To say that Pride Month feels different this year would be a massive understatement. 

But while banks and other corporations aren’t parading floats through the streets of major American cities, they’re still sporting rainbow-striped Twitter avatars, selling limited-edition technicolor merchandise, and shouting #loveislove.

Despite being in even poorer taste than usual, this is nothing new, and it’s called pinkwashing. 

Also known as rainbow capitalism, pinkwashing is when brands commodify the aesthetic of Pride, either to sell products to LGBT+ individuals or present themselves as progressive. It’s particularly yikes if they’re doing this without donating to queer and trans communities or, better yet, only engaging with those folks during the month of June.

It’s pretty gross, and once you see it, you can’t really unsee it. Sorry. 

That said, you can take your dollars elsewhere, away from pinkwashed corporations and into the hands of LGBT+ business owners. Supermaker, a community of entrepreneurs, is in the process of launching a Black queer and trans-owned business directory.

If you’re still hankering for some Pride gear, Etsy has a bunch of LGBT-owned shops with much cuter designs than you’ll find at big-box, pinkwashed retailers. 

You could even buy a flag-themed mask from an LGBT+ maker and attend a local protest. Then it’ll be just like the first Pride! (Kinda. Not really.)

But whatever you do, just remember — Pride isn’t for sale.