For Costa Coffee, British multinational coffeehouse company, Pride month is very important. It’s a good opportunity to support LGBT people and to spread an equality message. In turn some of LGBT people praise and criticize this act at the same time. Many of them are sure that it is only marketing with the intention to make a profit on it. It is actually the case when a lot of these companies refuse to give money on LGBT purposes, charities or advertise with LGBT companies. Some stores state that their new rainbow cup was just marketing and not about to support transgender rights. Simon Jones from New Jersey is sure that support to LGBT is very important. Some spokesperson state that they are delighted to be celebrate Pride and their LGBTQ friends this year with their rainbow cups, which reflect their strong values of equality and diversity.’ It should be also noted that Costa Coffee has got LGBT network with more than 1 000 people and they have previously launched limited edition Rainbow Lattes.