Splashing orange into the rainbow of Pride

14 June 2017

The 2017 Pride season has begun and this year marks an important milestone: fifty years since the legalisation of homosexuality in the UK. Celebrating diversity is at the very core of our business, and we want to create an inclusive environment where customers and colleagues can be themselves

As the Pride festivities kick off in earnest, we have launched a new range of Nectar coupons bearing the colours of the rainbow to show our ongoing support for this year’s annual Pride Festival. 

The last fifty years have witnessed a remarkable change in attitudes toward and among the LGBT community, but there is always more to be done. We are committed to creating a culture that promotes and takes pride in diversity and launching initiatives like these coupons are an important way for us to keep moving in the right direction. 

The rainbow design is set to feature on coupons for Tu clothing, Sainsbury’s Bank and Nectar Triple Points offers. With an expected reach of around ten million people, we will see them spread across all corners of the UK. The various ranges of coupons will be available in-store until 27 June. 


 “Launching the rainbow Nectar coupons is a fantastic way to show our commitment to championing diversity and inclusion. We love taking part in the Pride Festival and we’re excited to extend the celebrations to our customers through these Nectar coupons.”

Jemma Kameen

Store Manager & Proud@Sainsbury’s Co-Chair

Marching toward our goal

2017 has been a significant year of progress in our journey toward giving the same support and recognition to colleagues and customers from the LGBT community that others take for granted. The launch of our same-sex Valentine’s Day and Mother’s Day cards, are just two examples of how seriously we take our role as champions of diversity and inclusion, and we were recognised for our commitment at the 2017 British LGBT Awards. 

Our colleague presence at Pride continues to reflect our spirit of inclusion. Last summer, more than 2,000 of us took part in over thirty Pride parades, including Brighton, Manchester, Leeds and London. This year we’re expecting to see more orange t-shirts in the rainbow as colleagues are already signed up to attend York, Brighton, Leeds, London, Manchester, Nottingham, Hull, Newcastle, Bristol and Cymru among others.