And sadly, that’s the thing truly missing this year. At least when brands were aiming for our pockets, they gave a little bit to LGBTQ+ services and charities too. That M&S sandwich raised £15,000!

You see, though it’s illegal to discriminate against LGBTQ+ people at work, it still happens. While it’s illegal to commit hate crimes, hate crimes against the community are rising. It’s not legal to discriminate against LGBTQ+ people in the NHS, yet bizarre rules mean that lesbian couples, despite tending to have two wombs between them, have to leap more hurdles than straight female peers to gain access to IVF treatment.

While the government has promised to ban conversion therapy, it needs to adequately explain why it won’t extend this to trans conversion therapy. It also needs to ensure trans people’s health and wellbeing is improved while also doing a hell of a lot more to support women who still suffer in a sexist society. Social media companies, which profit from the engagement generated by every argument and trolling session, see those showing nuance and tolerance silenced in favour of unbridled mud-slinging and pile-ons. Rather than just popping a flag into marketing material for four weeks and watching the fight commence, Big Tech could do well to apply its smarts to calming what has become a festering pit.

Have brands learned their lesson about Pride (or do they just not want to be told off on Twitter)?