Pride Month is a time of colour, celebration, and visibility. It’s also a time for reflection and responsibility — especially for allies. Because while the rainbows are beautiful and the messages of love are important, real allyship is something much deeper than a logo change or a one-time post.

The truth is, allyship isn’t a label, it’s an action. It’s not about perfection — it’s about showing up, listening, learning, and supporting in meaningful ways. Pride reminds us that change didn’t come from comfort zones. It came from resistance, courage, and community. And allies have a powerful role to play in continuing that momentum.

But how do we make sure our support actually supports?

Here are a few ways to practise meaningful, active allyship — during Pride and long after the bunting comes down:

1. Learn and keep learning

Allyship begins with understanding. Make time to read about LGBTQ+ history, the experiences of queer and trans people today, and the challenges they continue to face — especially those from marginalised backgrounds. Knowledge deepens empathy, and empathy leads to action.

2. Listen to the community

There’s no one-size-fits-all experience within the LGBTQ+ community. Centre the voices of those most affected — especially trans people, people of colour, and others who are often left out of the conversation. Follow them, read their work, share their stories.

3. Support with your wallet

If you’re buying rainbow-themed products (we do sell them — and proudly!), choose companies that give back . Look for businesses that are LGBTQ+-owned (we are!) or that donate to causes that support the community. Ethical shopping is a small but powerful choice.

4. Speak up, even when it’s awkward

Whether it’s in your workplace, your friendship group, or at the dinner table — challenge homophobia, transphobia, and exclusionary attitudes when you hear them. Silence can feel like agreement. Use your voice to make the space safer for everyone.

5. Donate, if you can

There are so many grassroots organisations doing incredible work for queer and trans people — especially those facing multiple forms of discrimination. If you’re in a position to give, even a small amount can go a long way.

6. Be here all year

Pride is a moment of visibility, but the work continues every day. Queer people live, work, love, and struggle all year round. Keep showing up — not just when it’s popular or on-trend, but when it matters.

Supporting the LGBTQ+ community isn’t about getting everything right. It’s about being willing to show up, stay open, and keep learning. Real allyship isn’t loud for the sake of being seen — it’s steady, it’s thoughtful, and it’s rooted in care.

So if you’re here, reading this, and wondering how to be a better ally: you’ve already started. Keep going. We need you.