Pride month is becoming more important for brands in the US. Here are two articles addressing the relationship between brands and the diverse LGBTQ+ community.
First, data from a survey by Morning Consult.
June has been recognized as Pride Month in the United States for decades, and this year, brands are celebrating en masse. But, as per usual, when it comes to corporate America’s embrace of social and political topics, many consumers are expressing skepticism about companies’ motivations, according to a new survey from Morning Consult.
Nonetheless, many brands are selling rainbow-themed merchandise this month and working to convince consumers that their efforts are more than marketing stunts.
“Over the past few years, there’s been an explosion in Pride campaigns, but we’re also seeing more and more that the LGBTQ community is holding brands responsible for how they approach their Pride campaigns,” said Spencer Harvey, Communications Manager at GLAAD. “Visibility is great, but nowadays, it’s about how your campaign is stepping up and showing that you support the community.”
In fact, companies that can’t credibly claim their Pride campaigns are authentic might be better off doing nothing at all. “If it’s not who you are as a brand, just stay away,” said Jim Joseph, President of North America for McCann Health. “If it’s not important to your audience or employees, don’t force fit it, because that comes across immediately.”
However, for companies that do support equal rights, regardless of gender or sexuality, Pride initiatives can make many consumers see them in a more favorable light, according to the survey.
Source: Meyers, A. (2021, June 10). For Pride Month, Lip Service and Rainbow Merch Alone Won’t Convince Consumers of Brands’ Best Intentions. Morning Consult.
Adweek Report: How Brands Are Giving Back to LGBTQ+ Communities.
“Let’s be honest: Most major brands haven’t maintained a consistent-enough relationship with LGBTQ+ communities to survive Pride Month without some level of scrutiny. More often than not, rainbow washing—the act of deploying Pride-themed versions of their products and marketing without substantially engaging queer communities—tends to be the minimal-effort route that too many brands take. The majority of consumers recognize these attempts as inauthentic almost immediately.
But it’s never too late to start developing real bonds with queer consumers. One of the most effective ways to show support is through charitable efforts, and Pride offers brands ample opportunity to turn their specialized products into support that resonates beyond June.
What’s more, the communities at the center of it all are paying serious attention: According to recent analysis, queer consumers are more likely than other marginalized groups to actively seek and patronize the companies that are engaging their collective community in sustained ways.”
Editor’s Note: You can look at the work provided by a number of brands, including SodaStream, Shopify and 1-800-Flowers
.
Source: Miller, S. (2021, June 3).
Here's How Brands Are Giving Back to LGBTQ+ Communities for Pride Month 2021. AdWeek.
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