Hi there,
Happy Pride Month!
As we enter June, youâve probably seen lots of brands join the conversation and show their support for the LGBTQ+ community.
However, the question remains: how do consumers perceive and respond to these campaigns? Let's dive in!
True Pride or âRainbow Washingâ?
Opinions on brands incorporating Pride Month into their campaigns are diverse.
Some people appreciate these initiatives, seeing them as a positive step towards inclusivity and support for the LGBTQ+ community.
They view it as an opportunity for brands to authentically demonstrate allyship and raise awareness about important LGBTQ+ issues.
On the other hand, many people approach these campaigns with a critical eye.
They believe that brands may be capitalising on Pride Month for profit, engaging in "rainbow-washing" or tokenism, without making substantial efforts to support LGBTQ+ causes beyond the campaign itself.
Whoâs doing it well?
Several brands have received praise for their authentic and impactful Pride Month campaigns. They have successfully engaged with the LGBTQ+ community and forged meaningful connections.
Since 2017, Skittles have been removing their rainbow colours from their sweets and packaging during June, utilising the tagline âDuring Pride, Only One Rainbow Mattersâ.
Each year they have built on this foundation, enlisting LGBTQ+ artists to create colourful Pride 2022 packaging.
With their longstanding commitment to social causes, Ben & Jerry's consistently demonstrates authentic allyship through their campaigns.
They recognise the history of pride, collaborate with LGBTQ+ organisations, promote diversity, and donate proceeds to relevant charities.
Not so well-executed campaigns
While some brands excel in their Pride Month campaigns, others have faced criticism for their missteps.
The main sources of criticism are due to:
Tokenism or lack of authenticity: Consumers may perceive brands as using Pride Month solely as a marketing opportunity, without genuinely supporting the LGBTQ+ community. Brands can be seen as insincere and exploitative.
Lack of inclusivity and diversity: Brands that fail to represent the full spectrum of LGBTQ+ identities in their campaigns can be criticised for tokenism or excluding certain groups within the community.
Is Pride right for your brand?
By actively engaging and supporting these communities, brands can contribute to a more inclusive society and drive positive change.
Businesses possess significant influence and resources, which can be used to address social issues, effect positive change, and create a meaningful connection with the people you want to buy and consume your products.
This is why brands participating in Pride Month campaigns must do so in an authentic way, making a positive impact.
If supporting the LGBTQ+ community aligns with your brand's values, it can be meaningful and engaging to consumers.
However, if it doesn't resonate authentically, consider other underserved communities where your brand can make a genuine difference.
By aligning your brand's purpose with the people you engage with, you can create lasting connections and promote positive change in a way that truly reflects your brand's voice and values.
Please get in touch if there is anything we can do to support you or your business.
Stay safe, well and positive!
Ella
P.S. Let me know if there are any topics youâd like me to dive into in the next newsletter!
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