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My best advice to brands is to not be swayed by public reactions and stand firm with the community. I think what stings more in times of uncertainty—more than the rainbow logo timer that is set June 1 and ends July 1—is backing down from good ideas and intersectional opportunities. I have heard anecdotes from many creatives in the industry about amazing ideas, and even opportunities for positive representation, that were never executed because of fear of bad PR or backlash.

Around the world, Pride is celebrated in June to empower and amplify the LGBTQI+ community through parades, parties, protests, and marches, deriving from the Stonewall Riots in NYC. Cut to fifty-plus Prides later, we are seeing more companies showing their support for the LGBTQI+ community by incorporating Pride colors into their products, rainbow logos on social media, and sponsoring Pride events, jumping on the rainbow train, so to speak. 

Guinto spent the early part of her career with ad platform Jun Group, where she started as an account coordinator. Over the course of six years, she worked her way up the ranks, eventually taking the helm as director of creative strategy. In this role, she worked with major clients including McDonald’s and Fendi to design digital ad experiences. Guinto also led creative strategy for Jun Group’s two sister companies, mobile marketing platform HyprMX Mobile and digital consulting and data management firm APG, before taking on her current role at the dating app startup S’More.