But what exactly are these companies and public bodies supporting? The movement has it’s roots in a celebration, solidarity and political protest following the Stonewall riots fifty years ago. We want to see everyone treated fairly and no-one bullied or diminished because of their sexual orientation. However many people do have serious theological and ideological questions about some of the policies being pursued behind the equality sound bites which often go unchallenged — the impact of redefining marriage and the meaning of male and female for society for generations to come. As more and more organisations capitalise on this event, much like they use Christian festivals as a marketing opportunity, how can we respond well to the rainbow flag and yet create space to ask some important questions?