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McDarrah/Getty Imag</span></div></div></figure><div data-ttid="ContentHearLeadRailAnchor" class="ContentHearLeadRailAnchor-jYVcDc djtEof"></div></div></div></hear></div><div data-attribute-verso-pattern="article-body" class="ArticlePageContentBackGround-cNiFNN kbAoLA article-body__ntent"><div class="ActnBarWrapperContent-lasBkU cAHp"><div class="ActnBarWrapperComponent-cjwxLS bEeSLb"><div data-attr-viewport-monor="" class="ActnBarWrapper-dhxmQh SFwwF viewport-monor-anchor"><button id="bookmark" aria-label="Save" class="ActnBarButton-dyFOZU dPbgNk bookmark large-screen"><span class="ActnBarSendaryButtonPrimaryIn-isbvyN cAwccV bookmark-button-in"><svg class="in in-bookmark" width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="><tle>Save this story</tle><path class="in-bookmark-stroke" d="M11.7661 16.3228L4.5 20.1695V3.5H19.5V20.1695L12.2339 16.3228L12 16.199L11.7661 16.3228Z" stroke-lep="square"/></svg></span><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ActnBarButtonText-bYXYuh iUEiRd fcKlBk gkccfO">Save</span></button></div><div data-attr-viewport-monor="" class="ActnBarWrapper-dhxmQh fOiOQm viewport-monor-anchor"><button id="bookmark" aria-label="Save" class="ActnBarButton-dyFOZU gdCxmM bookmark mobile"><span class="ActnBarSendaryButtonPrimaryIn-isbvyN cAwccV bookmark-button-in"><svg class="in in-bookmark" width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="><tle>Save this story</tle><path class="in-bookmark-stroke" d="M11.7661 16.3228L4.5 20.1695V3.5H19.5V20.1695L12.2339 16.3228L12 16.199L11.7661 16.3228Z" stroke-lep="square"/></svg></span><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ ActnBarButtonText-bYXYuh iUEiRd fcKlBk gkccfO">Save</span></button></div></div></div><div class="ArticlePageChunksContent-etcMtP bwyLBj"><div data-ttid="ArticlePageChunks" class="ArticlePageChunks-fLyCVG eOdfIs"><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ArticlePageChunksGrid-hfxa bjczjj grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="BodyWrapper-kufPGa dUONRr body body__ntaer article__body" data-journey-hook="client-ntent" data-ttid="BodyWrapper"><div class="body__ner-ntaer"><p>Greetgs, fellow alli, wele to the ja-June of <a href=">Pri Month</a>, an annual celebratn of all thgs un-straight, part social jtice movement, part rporate-marketg vehicle. I wish this were a more jolly piece about the joys of beg a gay. (I thoroughly remend !) But for all the levy, there’s also a gravy to LGBTQ+ life that nnot be ignored. To publicly out yourself, even this day and age, even the most astal ele of towns, is no simple task. At a time when many -closeted people still rry shame and stigma, beg out and proud is fely somethg to celebrate. Equaly for the outed is still a stggle bee ternalized homophobia is very much a thg and we all have to unlearn our early years’ ndng as idts. </p><p>A lot of LGBTQ+ people have opns about the bt way to get a foothold an ever-evasive equaly, whether that’s through anized march, challengg rtrictive legislatn, or an abundance of rabowed merch. Merch n be divisive and tends to rankle people. Somethg about the llisn of the rporate and the celebratory gets unr their sk. Perhaps ’s the gapg discrepancy between the historic and current difficulti faced by LGBTQ+ peopl vers the ceptive simplicy of a T-shirt, say, or a lunchbox or a <a data-offer-url=" class="external-lk" data-event-click="{"element":"ExternalLk","outgogURL":"" href=" rel="nofollow noopener" target="_blank">Lettuce Guac Ban Tomato</a> sandwich. </p><div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--article-mid-ntent" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--article-mid-ntent nsumer-marketg-un__slot---ntent"></div><div class="journey-un"></div></div></div><p>Am I the only person fdg hard to get properly riled up about the modifitn of gayns? Not jt gayns, of urse, there’s bi-ns, lbian-ns, transgenr-ns, and pl-ns, all of which ntle unr the pri rabow, weatherg the storm of majory heteronormativy. I appreciate the sanctuary the muny offers, and the leaps and stris towards equaly that our righteo anger n achieve. (I for one am happily married to another man.) What I’m stgglg to feel properly irrated about is some of my apps turng rabow for 30 days. Ever sce brands got sentient, the moral state of the pla beme another marketg tactic. </p><div class="Contaer-bkChBi byNLHx"></div><p>Every year durg Pri Month, we see brand after brand slap a rabow on a limed edn box (or boxer shorts, for that matter), and they’re acced of performative lip service to “the muny” whout followg through any tangible way. We’re undated wh those credibly glib “Brands when Pri Month’s over” mem that ridicule the ephemeraly of their efforts, the nod to lazy activism. And brands seemgly return to heterosexualy on July 1, while the rt of live fully round LGBTQ+ liv where every day is gay as hell. </p></div></div></div><div class="GridItem-buujkM fVLMby grid--em grid-layout__asi"><div class="StickyBoxWrapper-jfYB kNleGZ sticky-box"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="Contaer-bkChBi byNLHx"></div><div class="AdWrapper-dQtivb fZrssQ ad ad--rail"><div class="ad__slot ad__slot--rail" data-no-id="iwaztk"></div></div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-rail" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-rail"></div><div class="journey-un"></div></div></div><div class="StickyBoxPlaceholr-grPmrg dxAvXx"></div></div></div></div><div class="RowWrapper-UmqTg HEhan full-bleed-ad row-mid-ntent-ad"><div class="StickyMidContentAdWrapper-fSBzwl drzyIa ad-stickymidntent"><div class="AdWrapper-dQtivb fZrssQ ad ad--mid-ntent should-hold-space"><div class="ad__slot ad__slot--mid-ntent" data-no-id="al1sj"></div></div></div></div><div class="GridWrapper-cAzTTK kHBDeH grid grid-margs grid-ems-2 ArticlePageChunksGrid-hfxa bjczjj grid-layout--adrail narrow wi-adrail"><div class="GridItem-buujkM stRKV grid--em grid-layout__ntent"><div class="BodyWrapper-kufPGa dUONRr body body__ntaer article__body" data-journey-hook="client-ntent" data-ttid="BodyWrapper"><div class="body__ner-ntaer"><p>Brands claim to be raisg awarens wh their Pri Month output, but awarens self is a nebulo ia. I don’t want to pat as overly woke, but is anyone still <em>not aware</em> that beg lbian, bi, gay, trans, pl isn’t always a bed of ros? I feel like I have to say explicly that homophobia and transphobia are bad thgs and that some addnal awarens isn’t a bad thg exactly, but ’s not awarens that the muny still needs at this pot, ’s actn. </p><div class="AdWrapper-dQtivb fZrssQ ad ad---ntent"><div class="ad__slot ad__slot---ntent" data-no-id="3wpc56"></div></div><p>Actn is key. It’s not jt the public-facg mpaigns that need work. I want the ternal workgs of a brand to reflect the muni they’re claimg to support. I want a gay CEO and lbian CFO and a percentage of trans people on the board that reflects society now. I want to see gay people prosper. I want to see gay people excel. I also want them to live quiet, unshowy liv and raise cent kids—or slightly problematic on, if that sus. </p><p>That, for me, is te equaly: not the optn to ascend unencumbered to the hight heights but also the choice of any type of life where each cisn en route didn’t feel like a battle. </p><figure class="CneVioEmbedFigure-kCfJjN hdJOda e-vio-embed"><div data-ttid="script-ntaer"></div></figure></div></div></div><div class="GridItem-buujkM fVLMby grid--em grid-layout__asi"><div class="StickyBoxWrapper-jfYB jxBcTH sticky-box"><div class="StickyBoxPrimary-dzWDWL cdhYoN sticky-box__primary"><div class="AdWrapper-dQtivb fZrssQ ad ad--rail"><div class="ad__slot ad__slot--rail" data-no-id="r2avxu"></div></div><div class="ConsumerMarketgUnThemedWrapper-iUTMTf jssHut nsumer-marketg-un nsumer-marketg-un--display-rail" role="prentatn" aria-hidn="te"><div class="nsumer-marketg-un__slot nsumer-marketg-un__slot--display-rail"></div><div class="journey-un"></div></div></div><div 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class="ByleNamWrapper-jbHncj fuDQVo"><span data-ttid="ByleName" class="ByleName-kwmrLn cYaBaU byle__name"><span class="BaseWrap-sc-gjQpdd BaseText-ewhhUZ BylePreamble-iJolpQ iUEiRd kxuydN gnILss byle__preamble">By </span>Emma Specter</span></span></p></div></div></a></li><li class="RecircListTextOverlayItem-dLTGJZ cMRTNH"><a class="OverlaySummaryItemWrapper-jydJgB ljApWB summary-em-trackg__image-lk" data-ponent-type="recirc-river" data-recirc-id="em-image-2" data-recirc-pattern="summary-em" href="><span class="SpanWrapper-umhxW kGxnNB rponsive-asset OverlaySummaryItemRponsiveAsset-gAMhYK cOqLsu"><picture class="RponsiveImagePicture-cWuUZO dUOtEa OverlaySummaryItemRponsiveAsset-gAMhYK cOqLsu rponsive-image"><div data-tt="aspect-rat-ntaer" class="AspectRatContaer-bJHpJz jgsWEn"><div class="aspect-rat--overlay-ntaer"><noscript><source media="(max-width: 767px)" srcSet="" siz="100vw"/><source media="(m-width: 768px)" srcSet="" siz="100vw"/><img alt="All the Cool Realy-TV Girli Are Comg Out 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