Stand up or sit down: are culture wars changing the way brands support Pride?

It’s that wonderful time of the year again. Rainbows are everywhere and much of the world takes a moment to celebrate the LGBTQ+ community.  

Like clockwork, brands also look to show their support for Pride month with rainbow logos and branding. While, I admit, this has never been the most effective marketing tactic, advertisers now find themselves navigating a cultural and political landscape that is turbulent at best. 

A month once celebrated in the corporate world, we are now observing even the loudest and proudest brands going silent amid boycotts strong enough to impact brand image and revenue even a year down the line, due to shifting political landscapes against LGBTQ+ communities in the US, and a growing backlash among fringe groups. 

The threat of being the centre of a culture war means brands are rethinking their role in Pride. This could mean a shift from stand-out purpose-driven marketing back to a focus on value proposition and quiet campaigning.

Shifting political attitudes against LGBTQ+ communities in the US could make brands apprehensive to participate in Pride.

The fear of going all out with Pride this year hasn’t been conjured from thin air. Last year, Bud Light faced an intense backlash after partnering with transgender influencer Dylan Mulvaney ahead of the June celebration, which resulted in conservative critics calling for a boycott and declining sales. Shortly after the controversy, Mulvaney shared a video on TikTok addressing the “bullying and transphobia” she faced, claiming that Bud Light did not “publicly stand by'' her during the controversy. 

Retail giant Target has similarly wavered around Pride. After its 2023 Pride fiasco – including threats to employees’ safety, which also led to a drop in sales and removal of trans-inclusive products from stores, this year it has quietened its Pride support announcing its LGBTQ+ merchandise would only be sold online and in “select stores''.  

As a gay married man and father, witnessing the rise of anti-LGBTQ+ activity, both socially and politically, feels nothing short of devastating.  And prominent brands backpedalling on their support for the one month dedicated to my community matters. We look to these corporate giants – that we spend our hard-earned money with – for representation as LGBTQ+ people and families exist and contribute to today’s society. And their reputation doesn’t just matter for their consumers, but also for employees.

Brands that say something substantial, then share actions that match are more likely to be recognised and supported.

But as an industry insider, I can approach this issue from a more solution-based perspective and point to those brands that have successfully leaned into the LGBTQ+ community, instead of folding to the cries of the far right. Brands that assess the social and political attitudes towards the LGBTQ+ community, take the time to understand their needs, and set out to implement strategies that introduce real change are much more sincere and impactful than “rainbow washing” gestures. 

Take Ben and Jerry’s; in 2009, when 54% of Americans opposed marriage equality, the ice cream company changed the name of its “Chubby Hubby'' flavour to “Hubby Hubby” in celebration of Vermont’s marriage equality law. In 2015, Ben and Jerry’s submitted an amicus brief to the Supreme Court in support of marriage equality nationwide and was supported by 30 other companies. 

Brands concerned about financial consequences of such overt political support, and adopting such a progressive attitude towards LGBTQ+ rights and other social justice, should bear in mind that it remains one of the bestselling ice cream brands in the States.

Brands that say something substantial, then share actions that match are more likely to be recognised and supported.

Standing up for what is right, even if it alienates some customers, not only heralds a brand as a responsible and inclusive leader, but also embeds credibility and a better position to attract a diverse customer base to help build long-term growth. Ultimately, this level of honest engagement shows that a brand stands for more than just profit, and that it wants to realistically align its mission with the values of its consumers and contribute positively.

People quickly identify and reject superficial gestures, while authentic, long-term support is appreciated and rewarded.

So, how can brands best support Pride this year and beyond? It starts with inclusive marketing practices that have nothing to do with the month of June with marketing campaigns reflecting genuine and long-standing diversity and inclusivity. Featuring queer people in advertising is no longer viewed as noble – it’s expected. And it should extend across all stages of your online and retail targeted messaging.

Want to launch a meaningful campaign or initiative but not sure how? It’s simple: engage in dialogue with the community and partner with LGBTQ+ organisations to amplify brand impact. Collaborations should be mutually beneficial and focus on creating long-term positive change. Listen to the needs of the community and develop solutions that meet them. Brands that say something substantial, then share actions that match are more likely to be recognised and supported.