The Do’s and Don’ts of Celebrating Pride in 2026
In 2026, Pride is as much a statement as it is a celebration. With changing geopolitical attitudes towards Pride, attacks by the American President on D.E.I., and a rise in alt-right conservative values, Pride is under pressure from more angles than ever before. That makes how we celebrate Pride more important than ever, too.
Showing up for the queer community can't stop at a rainbow flag emoji or a single Instagram post. Pride celebrations and acknowledgements should be authentic, genuinely supportive, and action-forward. Performative gestures that generate good optics without creating real change don't cut it anymore.
Here's a quick cheat sheet to help you make sure your Pride celebrations are actually worth celebrating.
Don’t Pinkwash
The practice of pinkwashing (or rainbow-washing) means using 2SLGBTQIA+ symbols or messaging for public relations or profit without providing real support to the queer community. Think of it as paying lip service to Pride without backing it up.
You've seen it before: a company swaps its logo for a rainbow version every June, or sends a float to the local Pride parade, then goes radio silent the other eleven months of the year. These gestures aren't inherently bad, but they need to reflect the organization's actual values (and last longer than one month).
If you’re slapping a rainbow logo on your social media pages, you best be backing it up with actual policy changes, charitable giving, advocacy, and creating real space for 2SLGBTQIA+ employees and customers.
Otherwise, it’s performative — and people notice.
Don’t support companies that have rolled back D.E.I. policies
It’s been a tough few years for Diversity, Equity, and Inclusion.
In 2025, Trump issued a sweeping directive to attempt to ban D.E.I. programs at the federal government and its contractors. It placed D.E.I. workers on paid leave, shut down agency diversity offices, and revoked decades-old executive orders that previously required affirmative action.
Since then, a startling number of businesses worldwide have followed suit and dismantled D.E.I. programs that protect queer people and other marginalized groups. It’s a bad look, and these companies don’t deserve your business or your loyalty.
On the other hand, many companies are fighting back and doubling down on their DEI efforts, like Lush, Delta, and Costco. Vote with your wallet and support the organizations fighting for a more inclusive world.
Do support Queer-Owned businesses
Speaking of voting with your wallet, Pride Month is the perfect time to be extra intentional about supporting queer-owned businesses. Supporting a local queer-owned business with a purchase sends your dollars straight back into the community and is one of the most direct and impactful things you can do.
If your budget is tight, there are other ways to support queer-owned businesses. Try attending one of their events, sharing their social media or website with others, volunteering with them, or letting them know how much they mean to the community.
Luckily, for us in Manitoba, there are many incredible queer-owned businesses to support. Check out the Rainbow Pages for a comprehensive list of local businesses, or the Canadian Queer Chamber of Commerce’s list of Rainbow Registered businesses nationwide.
Save ‘em, share ‘em, and use ‘em year-round.
Do donate to Organizations supporting the Queer Community
There are incredible organizations doing vital, life-changing work for queer people every single day, and many of them are underfunded and under-resourced, especially right now.
Locally, we love the work that Sunshine House Winnipeg and the Rainbow Resource Centre do in supporting 2SLGBTQIA+ adults and youth. The Rainbow Resource Centre has a nice roundup of other Manitoba 2SLGBTQIA+ organizations here. Or, look into national and international organizations that advocate for queer rights, provide crisis support, fund legal battles, and amplify queer voices.
If you're able to donate or volunteer your time, your support makes a real difference.
Do celebrate Queer Joy
Whether you’re a queer person or an ally, a big part of Pride Month is celebrating queer joy. With so much hate and oppression in the world today, joy is more important than ever. Try attending Pride events, consuming queer media, celebrating Pride with loved ones, or finding special ways to celebrate the queer people in your life. Let them know you see them, you're proud of them, and you're glad they exist.
As poet Toi Derricotte wrote, “Joy is an act of resistance.”
In times like these, choosing to celebrate loudly, proudly, and with full hearts is a radical and necessary act.
Do continue to advocate for Queer people year-round
Here's the thing about Pride — it's one month, but the work doesn't stop on July 1st.
The policies that threaten queer people don't take a break, and the organizations supporting them need funding all year. The queer people in your life need your allyship in February just as much as they need it in June!
Commit to carrying your Pride Month energy forward. Follow queer-led organizations, stay informed on 2SLGBTQIA+ legislation, vote for politicians who protect queer rights, and speak up when you witness discrimination. Keep showing up and helping to make the world a safer, more tolerant place.
