Has staying silent during Pride Month helped or hurt brands?

The shift appears to be driven, at least in part, by fears of “pinkwashing” and “rainbow washing” — the exploitation of LGBTQ+ people for profit rather than to effectively advance equality or equity. It also reflects concerns about consumer boycotts led by conservatives over perceived “wokeness” — a phenomenon Bud Light experienced after it collaborated with a transgender influencer more than a year ago.

But is a complete abandonment of Pride the most optimal strategy, in an era marked by growing anti-LGBTQ+ sentiment in the United States and abroad? The experts give their opinion.

A turbulent political climate

Many major brands have suspended their Pride celebrations out of fear of a possible backlash as the United States becomes an increasingly oppressive place for marginalized groups.

Jeff Levick, CEO of marketing consultancy We Are Rosie, outlines some of the challenges brands face: “The divisiveness of our current political climate and social media (create) a potential landmine for marketers. Almost every week, we see massive campaigns that miss the mark and leave brands scrambling to limit the damage.”

However, recent research from brand growth platform Disqo and LGBTQ+ representation platform Do the WeRQ suggests that most consumers have extremely high expectations of brands during Pride month.

The study found that 60% of consumers notice brands participating in Pride, while 80% of LGBTQ+ consumers favor these brands.

Graham Nolan, co-president of Storytelling & Partnerships at Do the WeRQ, admits he is “dismayed by the silence from brands” this year.

“Marketers must make strategic decisions that address the negative influences that have led to inaction and reluctance to engage with an increasingly diverse world,” Nolan says. “As the advertising world continues to affirm its allegiance to hard data and cultural insight as drivers of innovation, understand that the statistics and sentiment are in favor of inclusion. Know that your voice will carry more weight when your words and brand align with your policies and actions—every time you choose to speak out.”

Additionally, many experts say the LGBTQ+ community needs public support more than ever, in light of recent events.

Anti-LGBTQ+ sentiment and legislation continue to sweep the country, where more than 500 anti-LGBTQ+ bills are currently under consideration, according to the ACLU.

This prompted the Human Rights Campaign to officially declare LGBTQ+ rights in a “state of emergency” in the United States for the first time last year.

“The political climate is hostile and uncertain,” says Chandra Guinn, executive director of equity, diversity and inclusion at McKinney, an advertising agency. “People are being targeted because of who they are and what they believe, to the point where it can feel like the groups of people entitled to life, liberty and the pursuit of happiness are shrinking rather than expanding.”

Levick agrees with Guinn, adding: “Now is not the time for brands and businesses to turn their backs; now is the time for us to put into practice the values ​​of allyship and inclusion that are so often touted on our corporate careers pages.

Missed Marketing Opportunities

Politics aside, companies that shun Pride also risk missing out on a formidable consumer base with growing spending power.

According to 2021 U.S. Census data, the LGBTQ+ community is the fastest-growing minority segment in the country, comprising 7.2% of U.S. adults, including 21% of Gen Z and more than 10% of Millennials. This demographic group wields significant economic influence, with an estimated global spending power of $3.9 billion, as reported by LGBT Capital.

Additionally, a survey by Edelman found that Americans are twice as likely to support brands that openly advocate for LGBTQ+ rights.

“If a brand is looking to build customer loyalty, it needs to know that customers are looking for the same thing in return,” says Guinn. “Companies must speak up on behalf of marginalized communities if they consider themselves to be good corporate citizens… (They) must speak up if they consider individuals from those communities to be part of their consumer base, or if they want to (include) that one day. -an increasing number of customers.

Jasmine Dawson, senior vice president of digital at BBC Studios, a content company that prioritizes representation, also highlights the need for brands to overcome fear and actively support marginalized communities.

She adds: “Without real and lasting recognition, Pride’s progress will be forever set back and discontent will grow among a consumer base with significant purchasing power. »

Best practices to avoid pinkwashing

As brands consider re-engaging in Pride marketing next year, they might ask themselves: How can these efforts actually be well-received? The answer isn’t just about adding rainbows to products or logos.

“Too often, we see brands say they’re supporting a marginalized group[without]doing the work inside their own four walls to build diverse and inclusive teams,” says Levick. “Authentic support starts with ensuring the LGBTQ+ community is represented on the marketing teams building your brand. They should be there year-round, not just during Pride. They should be seen, heard, and appreciated all 12 months of the year.”

Experts also recommend looking to brands that have successfully executed authentic and effective Pride campaigns. Mara Einstein, a professor of media studies at Queens College, City University of New York, cites Levi’s as an example.

“They offer merchandise, donate to LGBTQ+ causes, were one of the first companies to offer partner perks, and their commitment goes back decades,” says Einstein. “This is how you achieve a goal. This is how you create impact. »

Dawson advises brands to anticipate and prepare for backlash in order to effectively mitigate it. She says: “Leaders and brands must not only be willing to stand with their people, but also know when it’s time to stand in front of them. »

Guinn adds that even though Pride Month is over, brands have plenty of time to authentically support the LGBTQ+ community.

“Brands must look for real connections between their product or service and the needs and opportunities within a community. It’s not just about celebrating during Pride Month, but advocating during the other 11 months for respect and protection, rights and humanity.

By incorporating these principles into their strategies, brands can avoid the pitfalls of pink-washing and rainbow-washing, while ensuring that next year’s festivities will be much more colorful.

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