Advocacy is the theme of the year, and members of the LGBTQ+ community are urging brands to turn commitments towards inclusion into action this Pride month.
In past years, brands and leadership have recognized Pride with events, partnerships with LGBTQ+ organizations and notably, pride-themed merchandise.
While events and parades are returning this year in a limited-capacity, consumers are looking for brands to use their influence to support LGBTQ+ causes.
Imagine the impact if all the brands using the Pride flag in their marketing campaigns during #PrideMonth added their voice and pressure on the govt to ban conversion therapy with absolutely no exemptions for religious institutions. Don’t just say you’re an LGBTQ+ ally, show us.— Tom Knight (@TJ_Knight) June 3, 2021
Gen Z in particular, which has more LGBTQIA+ identifying people than any other generation, has called out brands for performative responses to Pride and “rainbow-washing” their logos and products during the month of June.
Brands about LGBTQ community during literally any other month: “What’s pride?”— ✨ Blue ✨ @ Maryland (@BlueFolf) June 2, 2021
Brands during pride month: PRIDE MONTH BUY OUR STUFF!!!
what IS rainbow capitalism: brands using the guise of being an ally during pride month in order to gain more sales— lee (@dnfkarlnapity) June 3, 2021
what ISNT rainbow capitalism: a brand selling something pride related in order to spread awareness and donating some of the profit to good lgbtq+ charities
Homophobic brands pandering to the LGBTQ community during Pride Month.— J.W. aka J.R. (@jayw_thedude) June 1, 2021
Campaign US readers agree: brands need to put action behind their rainbows and support more LGBTQ+ advocacy organizations to show up for Pride with meaning.
How should brands show up for Pride this year?— Campaign US (@CampaignLiveUS) June 1, 2021