Every June, our favorite brands become a bit more colorful in honor of Pride. But Pride means so much more than rainbows—it’s a chance to remember the 1969 Stonewall Riots, which was a catalyst for the gay rights movement, and it pushes us towards a more equitable future for everyone, regardless of their gender identity or who they love.

And when you think about that, it almost seems crass for brands to monetize on Pride in the first place.

“On one hand, I’ve seen in my lifetime how visibility and awareness and compassion have increased,” said Brandi Parker, a brand-level sustainability consultant. “But, at the same time, those ideals run through a capitalist filter and perhaps take advantage of and exploit. It’s also no secret that Queer couples have been historically categorized as ‘DINKs,’ double income, no kids. They’re a wealthy demographic to target.