Pride is a word of immense significance. Embracing ‘pride’ has become a bold and necessary act for both individuals and businesses, taking on diverse meanings depending on who you ask. It can symbolise joy and freedom for some, while representing fortitude and resilience in the face of adversity for others. Sometimes, pride is simply a flag.
Yet, navigating ‘pride’ can be challenging, especially for brands. Brands are vehicles for storytelling, and effectively conveying a unique and contextually accurate story is not as simple as slapping a rainbow logo on your LinkedIn page.
Increasingly, brands have tried to leverage Pride Month as a marketing tool. Examples include Chick-fil-A, which faced backlash for its rainbow logo promotion while funding anti-LGBTQ+ groups. H&M’s ‘Love for All’ campaign was criticised for its lack of inclusivity, omitting transgender and non-binary individuals, and recently Bud Light has had extreme and unreasonable backlash from transphobic customers for including Dylan Mulvaney (a trans influencer) in a social media reel. These incidents highlight the importance of genuine support and inclusivity when engaging with Pride Month. Failing to do so can result in accusations of ‘rainbow-washing’ and damages a brand’s reputation, or equally they can polarise your target audience.
As a queer person myself, I’m left wondering if this is why we, as the LGBTIA+ community, have become jaded when brands ‘go queer’. Yes, we buy your rainbow Converse shoes and appreciate your pride flag logos, but what else do you have to offer? We notice when you show an ad with a nerdy-looking queer kid in mom jeans, but do your internal policies support and protect them as part of a marginalised community? Does your leadership team vocally reflect and support allyship all year round? Do you donate to legal organisations providing support to Ugandans who face the death penalty simply for assisting the LGBTIA+ community? Making ‘pride’ real is what truly matters. It matters to such an extent that a company founded in 1879 can have its sustainability jeopardised by a 45-second influencer clip featuring pearls and an updo.
Authentic ‘pride’ transforms. It turns up the heat because, let’s face it, it’s already scorching in here. The LGBTIA+ community has been contending with ‘flames’ for far too long, and recently, it has intensified. I have never encountered so much anti-trans, anti-queer violence online before. There is a special cocktail of hatred that has been packaged in social media algorithms that I have personally experienced. If you’re watching YouTube, are into wellness or health, or read the occasional conspiracy theories and, especially, if you’re at all religious – it’s likely you have been bombarded with anti-trans rhetoric, without even knowing it. Make no mistake – you are being targetted. Cambridge Analytica was not a black swan event – powerful people still use advertising and branding to sway political decisions, stoke hate, and create social unrest.
This is why I urge brands to continue investing their marketing budgets in increasing visibility, donating to the community, hiring inclusively, and implementing policies that protect marginalised communities. Don’t halt these efforts due to inadequate market research or fear of risk. Take the time to understand the people who represent the future – generations that are increasingly aware of social issues, gender biases, and the fragile and precarious nature of life.
‘Pride’ for brands should not be reduced to mere symbolism or empty gestures. This is because it has so many faces, but also because it can have real impact. It demands genuine support, tangible action, and a commitment to inclusivity that goes beyond superficial marketing campaigns. The LGBTIA+ community deserves more than tokenistic efforts during Pride Month. It’s about standing up against discrimination, amplifying marginalised voices, and challenging the status quo that directly and indirectly disenfranchises members of the LGBTIA+ community daily. Brands must invest in meaningful change from internal policies to external support, and actively work towards creating a world where fairness and equity are the norm. As marketers and brand owners, it’s time to move beyond performative allyship and drive real progress towards a future where everyone has the space to live proud.
Written by Claire Denham-Dyson
Claire is Head of Anthropology at Demographica and the Labyrinth Behaviour Collective as well as Chair of the Diversity and Inclusion Committee. Demographica and Labs are committed to inviting everyone to sit, eat, and enjoy at the table. The Diversity and Inclusion Committee helps Demographica achieve their 9 Point Transformation Plan initiatives, advises on work policy creation, and ultimately aims to keep workspaces compassionate, equitable, and inclusive for all.