> ## Content Index
> Fetch the complete content index at: https://www.scenemag.co.uk/llms.txt
> Use this file to discover other available public pages before exploring further.

# Brands “failing non-binary people”, despite incorporation of Pride colours
- URL: https://www.scenemag.co.uk/brands-failing-non-binary-people-despite-incorporation-of-pride-colours/
- Published: 2023-06-01T09:00:20.000Z
- Updated: 2023-06-01T08:38:54.000Z
- Description: The LGBTQ+ campaign Include Mx is calling out big brands which adopt the colours of Pride in June, but exclude non-binary customers and service users by failing to include the gender-neutral title on their forms.
- Author: Graham Robson
- Tags: Include Mx, LGBTQ, Mx, Non-binary

The LGBTQ+ campaign **Include Mx** is calling out big brands which adopt the colours of Pride in June, but exclude non-binary customers and service users by failing to include the gender-neutral title on their forms.

Tweeting from **[@Include\_Mx](https://twitter.com/Include%5FMx?ref=scenemag.co.uk)**, Include Mx is tagging major brands which have updated their logos and brands to incorporate the colours of the Pride flag, and stating whether they include Mx on their forms.

**Tom Pashby**, founder of Include Mx, said: “The campaign was started because I was frustrated with having to misgender myself to buy everyday basics. Some companies were already leading the way by either getting rid of titles altogether, by having a blank box for titles, or by including Mx.

![](https://www.scenemag.co.uk/content/images/wp-content/uploads/2023/06/img_0617-e1685608445160.jpg)

Tom Pashby

“Companies which force people to choose a title and don’t include Mx are alienating customers like me. When those same companies adopt the Pride colours, it reeks of hypocrisy – pretending to be queer inclusive while excluding a whole group of LGBTQ+ people.”

The campaign was started by journalist and LGBTQ+ campaigner Tom Pashby (they/them) in late 2020 and has successfully encouraged brands such as **River Island**, **Next** and **Wilko** to add Mx to their forms.

Include Mx is a micro campaign celebrating organisations which include the gender-neutral title Mx as a title on their forms, and to encourage others to adopt Mx. Over 12,000 people [signed a petition](https://www.change.org/p/argos-stop-excluding-non-binary-people-add-mx-to-your-forms?ref=scenemag.co.uk) in summer 2022 calling on **Argos** to add Mx to their forms. As of the morning of 1 June 2023, Argos had changed the logo on their website to the Pride colours and still had not added Mx.

> Brands are incorporating the colours of the [#Pride](https://twitter.com/hashtag/Pride?src=hash&ref%5Fsrc=twsrc%5Etfw&ref=scenemag.co.uk) flag during June, but how many are inclusive towards groups such as non-binary people who use the gender-neutral title Mx?  
>  
> Argos still hasn’t added it to their forms [#IncludeMx](https://twitter.com/hashtag/IncludeMx?src=hash&ref%5Fsrc=twsrc%5Etfw&ref=scenemag.co.uk) [#Pride2023](https://twitter.com/hashtag/Pride2023?src=hash&ref%5Fsrc=twsrc%5Etfw&ref=scenemag.co.uk) [pic.twitter.com/6YRsmmsdY2](https://t.co/6YRsmmsdY2?ref=scenemag.co.uk)  
>  
> — Include Mx (@Include\_Mx) [June 1, 2023](https://twitter.com/Include%5FMx/status/1664171443595124737?ref%5Fsrc=twsrc%5Etfw&ref=scenemag.co.uk)