Pride month has finally come to an end. Did you notice? There has definitely been a reduction in the number of parades, banners, and flags this year. As Gareth Roberts wrote here, Pride has been damaged by its internal contradictions and the Supreme Court’s common-sense ruling on what a woman is.

Why are brands still throwing money at charities promoting an ideology that the public rejects?r

Still, hopeful as all this is, it seems that for some corporations, Pride still refuses to die. Whilst shopping I recently saw a jar of Marmite. Its label urged me to ‘Stand with Pride.’ The flag accompanying the statement included the transgender stripes, naturally.

Meanwhile, Marks and Spencer’s social media profile pictures were changed to the alphabet flag, not forgetting the intersex circle. Throughout Pride month, M&S matched customer donations to the homeless charity ‘akt’. We can argue the merits of corporate philanthropy, and few would object to helping the homeless.  But akt doesn’t appear to support all homeless individuals, only those who happen to not be heterosexual. It’s preferential charitable giving based on sexuality.

Other brands go further. Shake Shack, the popular milkshake shop, has launched their ‘Pride Shake’. Don’t panic if you missed it: it is available until 7 July.  For every milkshake sold, they will donate £1 to LGBTQ charities. Such charities include Not A Phase,........

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