In Pride month which brands resonate with today’s LGBTQ+ communities?

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The Background

It's June and we are fully into Pride Month. 

It’s also the 50th anniversary of Stonewall – the celebrated birth milestone for the modern western LGBTQ+ movement. 

New York is awash with rainbows and some trans flags as it is also World Pride in the City the last weekend of June. 

You can get a Pride Uber, a Pride protein shake, a Pride cocktail, a Pride sneaker. Every brand has a Pride collection; you can even get Pride Listerine.

Pride started a year after a riot against police oppression that took place in downtown New York at the Stonewall Inn. 

History has been revised from the picture painted in the 80s onwards and now includes the direct participation of trans and gender non-conforming peoples of colour such as Marsha P Johnson and Sylvia Rivera.

Brand Approach

It’s great to see so much visibility and often genuine attempts to celebrate a community that alongside having financial clout has had a genuine impact on culture across the board.

Moments like Pride really give us a chance to see which brands are truly able to activate community and diversity marketing and which brands run cold. 

I believe that brand comms have the ability to get into hearts and minds nationally and globally if done right, but they also can show a community and those who ally to it how little you understand them, which can do toxic damage even if the intention is good.

Winning Pride Campaigns

Here are some of the things I look for from a brand Pride campaign:

1.    Does the brand support the community all year round, for instance in its casting and activities or just in June?

2.    Have brands truly understood the intersections that exist within the community and the different issues that affect them?

3.    Have brands appropriated moments that do not belong to the corporate world? What other riots against oppression are used as marketing selling points?

4.    Does the campaign give back in a meaningful way to organisations that need it? And is the sum substantial?

5.    Is the content made by people from the community behind the camera as well as in front?



Here are some of the campaigns that have caught my eye. 

Use the filter above to see if they hit the mark:

It's about authenticity, being real and genuine commitment. 

It will be interesting to see how (and if) these brands continue their support in the future.

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