That means sunscreen, pride flags, and social media feeds flooded with rainbow logos of brands demonstrating support of LGBTQ+ communities.
Some love to see the support, while others are confused by what it all means. With the rise of Pride Month marketing comes the rainbow-washing debate, leaving many underwhelmed and unconvinced of authentic support.
So what is Pride all about?
History of Pride Month
Historically, Pride Month was established in 1995 to honor the 1969 Stonewall Uprising in Manhattan, a tipping point in the gay liberation movement in the United States. What started as a somber day to honor members of the LGBTQ+ community lost to hate crimes or HIV/AIDs, has transitioned into a celebratory month that recognizes and celebrates the impact of LGBTQ+ individuals around the world.
Today, you will find a plethora of pride parades and community-based activities scheduled throughout June, designed to demonstrate support for LGBTQ+ communities across the country.
Why Joining the Conversation Matters
Despite coming a long way from the Stonewall riots, there are still many parts of the world where being lesbian, bisexual, gay, transgender, or queer can be dangerous. With inequalities surrounding health care, marriage rights, housing discrimination, and other critical aspects of human life, there is still a lot of work to be done to create equality and equity for all people.
Because of this, members of LGBTQ+ communities and allies look to activists, legislators, and companies to create a positive influence on behalf of these groups. In fact, consumers have made their desire for change so prevalent that social justice and activism have become an integral part of corporate responsibility for many organizations. With this, It has become a customary practice for brands to change their logo on social media, as well as share content designed to drive support for these initiatives.
Do’s and Dont’s of Pride Month marketing
Today’s consumer is highly intelligent and wants to know that their dollar will make a positive difference in the world, and brands need to keep in mind that their solidarity efforts need to go beyond surface-level marketing. There is a fine line between authentic support and corporate “rainbow-washing” for monetary gain. Here are a few tips on how to authentically navigate Pride Month with your brand:
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