Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.
The pleasure industry has an incredible opportunity to lead in authentic LGBTQ+ marketing — and I’d argue that we also have a responsibility to do so. After all, we’re selling pleasure, autonomy and exploration. We’re selling products that help people feel seen in their bodies, affirmed in their identities and connected to themselves and others. If we can’t get LGBTQ+ representation right, who can?
If your brand hasn’t asked ‘How will this feel for someone on testosterone?’ or ‘Will this work for someone with pain after top surgery?’ then you’re not designing for us yet.
Too often, though, Pride becomes merely a branding moment rather than a year-round commitment. When queer and trans people see through it, as we inevitably do, the result isn’t just skepticism — it’s lost trust, lost business and a missed opportunity to build genuine community.
Here’s how to tell the difference between “rainbow washing” and real investment — and how to do better.
What Not to Do: Performative Pride
Let’s start with what needs to die a quiet death:
- Rainbow-wrapped products with no context or commitment. A rainbow strap-on or dildo can be fun, if it’s part of a thoughtful campaign or supports a cause. But when it’s just tossed on a shelf with zero messaging, education or follow-through? That’s Rainbow Capitalism 101.
- Pride discounts without community support. Slapping on a “20% off for Pride” badge while offering nothing to LGBTQ+ organizations, customers or creators behind the scenes doesn’t build loyalty. It breeds resentment.
- One-time campaigns with zero queer leadership. If the people creating, approving or benefiting from your Pride campaign aren’t queer themselves, chances are high that your messaging will miss the mark — or worse, exploit our identities for profit.
Avoiding these common missteps is just the beginning. The important thing is to invest where it matters. There are three key steps for doing that…
1. Design With Queer Pleasure in Mind
Representation isn’t just about who’s in your ads — it’s about who your products are built for. Queer pleasure isn’t one-size-fits-all, and it’s often not well served by products designed for cis-hetero norms. Be sure to:
- Consider lube formulas designed for anal sex, especially those that support longer sessions and gentle cleanup.
- Create products that acknowledge hormone-related changes in tissue, lubrication and sensation for trans and nonbinary users.
- Include dilators, pumps and strap-on harnesses in marketing that centers gender-affirming pleasure — not just “feminizing” or “masculinizing” toys.
If your brand hasn’t asked “How will this feel for someone on testosterone?” or “Will this work for someone with pain after top surgery?” then you’re not designing for us yet.
2. Hire Queer People — and Listen to Them
It’s not enough to “feature” queer people in campaigns. Who’s writing the copy? Who’s running the social ads? Who’s approving the creative? If your marketing strategy doesn’t include LGBTQ+ voices in decision-making roles, your inclusivity will always be skin-deep.
3. Fund Year-Round, Not Just in June
Pride isn’t a season — it’s survival. Brands that only show up during Pride are effectively saying: “You matter when it’s profitable.” That’s not allyship. It’s opportunism.
Wicked Sensual Care donates a portion of proceeds from its Simply Aqua Special Edition. A portion from every bottle goes to LGBTQ + and BIPOC organizations year-round, not just when it’s trendy. WSC also regularly sponsors queer and trans award shows and events, helping to fund the same communities they market to.
Adult retailer Starship sponsors events at queer-owned venues across the country and uses its platform to amplify education — from safe anal play to affirming pleasure post-transition. Starship’s blog and in-store content regularly feature queer educators and address real questions from trans and nonbinary customers.
The store also has an entire section on its website dedicated to trans sex toys and sexual wellness, including pumps, dilators and gender-affirming tools — marketed not as medical afterthoughts but as instruments of joy.
Marketing Isn’t Just Messaging — It’s a Mirror
Every brand decision — from product design to ad copy to who’s in the boardroom — either reflects queer people back to ourselves… or erases us. So, now that Pride month has passed, ask the hard questions:
- Who benefits from our Pride campaign?
- Who’s included in our product design process?
- Do we support queer people in February, not just June?
- Would our queer customers recognize themselves in our brand throughout the year?
If the answer is no, it’s time to make a shift. If queer folks don’t feel seen in our campaigns, we’re not just failing as marketers — we’re failing as humans.
Do queer marketing with care. Include imagery of queer, trans, BIPOC, older and plus-sized people — not just models who “pass.” Create blogs and social content that focuses on education, not just aesthetics. Real connection comes not from splashy June product launches, but from consistent visibility, authentic collaboration and community investment.
In the pleasure industry, our job is to help people feel good in their bodies and relationships. We’re good at that job, but when it comes to representing, supporting and accommodating the LGBTQ+ community, we can do better.
Hail Groo is the director of PR and marketing for Forward Approach Marketing, where they combine their background as a public historian with over a decade of expertise in diverse marketing fields. Beyond their work in PR and marketing, Hail is a published travel writer, magazine contributor, podcast guest, award-winning photographer and Colorado-based journalist.
