Each June, Danish storefronts bloom with rainbow imagery — but a new YouGov report suggests that Danish consumers have grown wise to the calendar. Across Denmark, more than eight in ten adults now recognize Pride Month, yet recognition has curdled into scrutiny: people increasingly distinguish between companies that perform solidarity and those that practice it. The question being asked is not whether a brand celebrates Pride, but whether it remembers LGBTQ+ people in the quieter months that follow.