As marketers, we understand that brand drives everything we do, from logo design and website development to producing marketing collateral and advertisements. But as we venture outside the marketing function of an organization, the perceived importance of a brand can start to dwindle.

Every time I buy my favorite iced tea, I go through the same ritual: rigorously shake the glass bottle, pound the bottom to remove any unsettled contents, then unscrew the bottle cap.

It sounds cute, but it’s anything but. Rainbow-washing is a form of performative activism that is designed to pander to the LGBTQ+ audience and allies, while not actually engaging in meaningful dialogue and in some cases, even hiding harmful behavior.

The digital space is rapidly changing as consumers are driven to consume and engage with product brands. This has led companies to rethink their marketing strategy to optimize their presence across a variety of online platforms.

Did you know the human eye is trained to see motion over stillness? Glance around the room—you’ll probably find that your eyes are drawn to the flicker of your lights or the spinning of your ceiling fan.