On Monday, this year's pride week begins, which ends with the annual parade.

The theme is "time to confess color", a fit for companies, organizations and parties that have previously spoken out on LGBTQI issues before the election.  

- It is a chance for them to tell us what they want to achieve and to review what we together, says Fredrik Saweståhl, chairman of Stockholm Pride. 

Earlier this week, Stockholm Pride published a list of demands at the DN debate, where they specify seven demands they want to place on the future government.  

A new gender identity law that fully separates legal and medical processes, accessibility to care for transgender people and discriminatory blood donation rules are some of the issues they want politicians to follow up on. 

"We want to see a genuine commitment" 

A company logo in rainbow colors or donations to LGBTQI organizations – these are some of the ways companies have been able to show their support and commitment to LGBTQI-related issues.

The phenomenon is called pinkwashing and is a way of charging brands with "good values" by getting involved in social issues. 

In 2021, the magazine Popular info reported in an investigative article that 25 American companies that used precisely rainbow-colored logos have collected over ten million dollars for organizations that run LGBTQI issues in the last two years. 

- I would say that pinkwashing is primarily an American problem in that we do not live on donations to the same extent.

But we clearly want companies that get involved in the issues to be serious about it here in Sweden as well, says Saweståhl. 

Criticism is directed at Stockholm Pride 

In Sörmland, an alternative Pride festival has been started in the wake of the discussions surrounding the involvement of companies and politicians in LGBTQI issues.

They believe that Stockholm Pride lost focus from queer issues and instead created a stage for companies to market themselves. 

- We are a very broad platform, and there is an opportunity to discuss all issues connected to LGBTQI.

If we manage to arouse that commitment, we are doing something right, reasons Saweståhl. 

Should companies and politicians participate in the Pride Festival? 

- I say: the more the merrier!

We must be broad, he says.