How to Show Your Brand’s True Colors During Pride Month, Impactfully

Brands today are eager to be viewed as inclusive, diverse and equal, but there’s a big difference between making public statements to influence your image and doing so to inspire positive change. We’ve all seen the fallout that companies face when they try to capitalize on issues that they have no connection to or involvement with. Heightened skepticism from consumers comes at a time when tensions are rising across the nation in response to lesbian, gay, bisexual, transgender and questioning (LGBTQ+) rights shifting.

“What’s really changed is that now there’s almost an imperative for marketers and companies to signal during June that they are in solidarity with and supportive of LGBTQ communities and particularly really want to court LGBTQ consumers and their allies.”

— Katherine Sender, Professor of Media and Sexuality at Cornell University, in an interview with NPR

We identified recent trends in brands’ attempts at inclusivity and wanted to pinpoint some of the most notable things they’re doing right, in hopes of inspiring other organizations to engage in positive, proactive and authentic LGBTQ+ initiatives. And we’ll explore others’ major missteps, to help prevent you from making the mistakes others already have and offending the community. Take a look at these examples to learn some of the best ways your brand can showcase LGBTQ+ Pride intentionally.

Tip #1: Don’t rainbow-wash.

If you decide to slap the flag of an oppressed community onto your packaging, you better back it up with accurate LGBTQ+ representation, donations to gay rights organizations, partnerships with members of the community and authentic messaging. What happens if you don’t? You may wind up caught in the crossfire of LGTBQ+ leaders voicing disappointment in your actions on social media and aggressive right-wingers, like Kid Rock, blasting your product with an AR-15.

To backtrack, one of the nation’s favorite beermakers, Anheuser-Busch (AB InBev), attempted to profit off of Pride by partnering with transgender TikToker, Dylan Mulvaney in a TikTok “Easy Carry Contest” promoting Bud Light. The big-name influencer caught the unwanted attention of right-wingers who turned to social media to organize a Budweiser boycott, and demeaned Mulvaney, publicly posting slander and misgendering her. AB InBev’s Global CEO, Michel Doukeris, responded to the snowballing hate by saying, “We will need to continue to clarify the fact that this was one can, one influencer, one post and not a campaign and repeat this message for some time.”

If his message strikes you as alarmingly impartial, vague and insincere, the audience that this campaign was initially targeting would agree. By retracting the initial sentiment, the Anheuser-Busch has lost trust from the LGBTQ+ community, and liberals, while remaining ostracized by conservatives. The brand’s statement made it crystal clear that its intention for the partnership was to attract a new audience by posing as LGBTQ+ positive, using a transgender influencer as bait and then dropping her the moment the campaign received backlash.

Do be colorful and expressive, in June and the other 11 months of the year.

Instead of attempting to cash out on the important movement and treating it like a trend, Anheuser-Busch should be following Macy’s example. The major retailer has earned its longstanding reputation for supporting the gay rights movement by meaningfully advocating for the community and demonstrating inclusivity in brand behaviors year-round. Macy’s partners with LGBTQ+ designers and suppliers, showcasing their products on an ongoing basis. In June, the brand maintains its regular practices and participates in additional initiatives.

This year Macy’s raised and donated $1M to The Trevor Project (TTP), a national organization that provides LGBTQ+ youth with crisis-intervention and suicide prevention services, educational materials, resources and advocacy. And the retailer isn’t just writing checks. Macy’s is using its website to connect people with positive LGBTQ+ events across the country, like pride parades, and featuring resources for those in need. The brand encourages people to donate to TTP on their site without requiring them to purchase anything from Macy’s.

Additionally, they’ve launched an inclusive marketing campaign celebrating the styles of LGBTQ+ individuals and announced that they will sponsor The Trevor Project’s semi-annual gala this year.

Don’t just rep the rainbow. Recognize and realize it.

What did we learn from Bud Light and Macy’s? Actions speak louder than rainbow ink. There are plenty of creative ways to get involved and offer genuine support. Whether you choose to fundraise advocacy groups, feature LGBTQ+ influencers, create inclusive campaigns on a regular basis or contribute to awareness or celebratory events, your brand’s actions will make a positive impact and the community will notice.

Tip #2: Don’t back down to bullies.

“Remember that the pushback comes from a place that is the antithesis of inclusion. So respond accordingly. Be more supportive of the community, not less.”

—Aby Hawker, Founder of TransMission PR, a communications consultancy specializing in trans and non-binary inclusion and awareness

Authenticity goes a long way, in the eyes of the consumer, your audience, your skeptics and the media. Additionally, words spread like wildfire in 2023. Whether an executive makes a statement to the press, in a social media post or through brand behaviors, it is being documented. People will see it, share it and remember it long after its source can retract it. Because of this, it’s important to pause and make sure that your position is one you’ll stick with for the long haul before you voice it publicly. Or you’ll have a Target-like debacle on your hands.

The popular retailer began to earn a reputation for being LGBTQ+-friendly and progressive, partnering with LGBTQ+ designers, featuring their products and representing members of the community in merchandise photography and advertisements. When Target launched its annual pride collection this year, the brand received strong criticism, particularly surrounding Pride baby onesies, swimwear and Erik Carnell’s line, Abprallen. Conservatives found products he sold outside of Target with phrases like “Satan Respects Pronouns” and spread rumors and misinformation that Carnell created “satanic” products and marketed them towards children.

As a result of these false claims, rapidly spread by right-wingers, Target, individuals employed by Target and Erik Carnell all received death threats. The major retailer took down their 2,000+ item Pride collection and removed all of Carnell’s products from its stores, website and app, in response. LGBTQ+ consumers and allies took note of Target’s poor reaction to the backlash and voiced their frustration and disappointment with the company. The transgender designer reported that Target has yet to contact him since he began receiving hateful messages and death threats.

“There will always be bias and discrimination toward our community. So preparing for anti-LGBTQ+ action is part and parcel of reaping the benefits of a Pride campaign that lands well.”

—Matt Dabrowski, CEO of OutBritain, the UK’s LGBTQ+ Chamber of Commerce

Do take a stand and own it.

Erasing the evidence of a partnership with Carnell and failing to support him when the collaboration went south revealed a cowardly and disingenuous side of Target to consumers. Other brands have experienced hatred for their Pride initiatives and took a more respectable approach in their response. Instead of ghosting its campaign and collaborators, North Face doubled-down on its position.

The outerwear brand turned Instagram comments off on posts announcing its second-annual Summer of Pride tour in partnership with drag queen, Pattie Gonia. When Pattie’s sponsored videos went live, conservatives were quick to criticize both the queen and the brand. U.S. Representative, Marjorie Taylor Greene turned to her large Twitter following to complain and incentivize a boycott. The North Face gave a statement saying their brand has always believed that the outdoors should be a “welcoming, equitable and safe place for all.” They added, “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.”

North Face and Pattie Gonia will kick off the sold-out Summer of Pride tour in Salt Lake City in July, as scheduled. The brand did three excellent things during this campaign:

1. They were proactive. TNF anticipated negative reactions, created a response plan and prevented instagram users from sharing hurtful comments by simply turning the feature off.
2. They were authentic. Yes, they released a rainbow apparel line in June, but it’s in conjunction with a partnership with transgender influencers and the upcoming outdoor event series their hosting that offers LGBTQ+ individuals hikes, art, workshops and a community to enjoy the events. When backlash bubbled, they connected their actions and beliefs back to their brand values.
3. They maintained their position. Now the brand is viewed as even more credible by the LGBTQ+ community and its allies, and the event and campaign get to resume.

This was a beautiful example of a brand that cares. The North Face stood by their LGBTQ+ audience and drag queen partner during a time when they needed support. They demonstrated how quickly and calmly companies that act intentionally can de-escalate a situation and prevent a crisis.

Take the high road. Stay true to your brand. Love your audience and let them know where you stand. THIS earns credibility and support, from audiences that will stick with you.

Tip #3: Don’t slap the rainbow flag on your packaging without tailoring the products to LGBTQ+ individuals.

“If you walk the walk, you will be celebrated. You will get what all of these brands are chasing: the consumer base… you have to be convincing and come across with that authenticity and integrity. More than anything, it’s about action.”

— Cole Pawlaczyk, Marketing Intelligence Strategist

The first month of summer brings longer days, warmer temperatures and shelves that scream “We love love!” from the top of their lungs, at many major retailers. For over fifty years, Pride month has brought LGBTQ+ individuals together to advocate for their rights as a community, combat the discrimination they’ve faced by oppressors and celebrate love in all of its forms. Companies that have tried to paint their packages rainbow for personal profit without connecting back to the community the flag represents cause more harm than good. When brands attempt to capitalize on the important political movement without contributing anything to the LGBTQ+ community, they’re signing up for public scrutiny.

Beyond earning public disapproval, empty attempts to join the movement take attention away from organizations and individuals who are actively trying to make progress and benefit the oppressed. Ben & Jerry’s rebranded its iconic chocolate chip cookie dough ice cream in celebration of the historic Supreme Court ruling that guarentees the right to same-sex marriage. Leading the charge in 2015 with their progressive “I Dough, I Dough” pints, Ben & Jerry’s used the ice cream sleeves to raise awareness for the victory and made the honorary pints available for purchase online through the Human Rights Campaign, so all proceeds benefitted the nonprofit.

“Ben & Jerry’s is proud of the Supreme Court’s landmark decision against discrimination as it boldly stands up for equality for same sex couples everywhere,”

— Jostein Solheim, CEO of Ben & Jerry’s

If their position wasn’t clear before, the company’s CEO went out of her way to make it. Prior to this, and since, B&J’s Founders, Ben Cohen and Jerry Greenfield have been proponents for equal rights and the LGBTQ+ Movement. The company celebrated the legalization of gay marriage in Vermont, where the creamery is based, by rebranding “Chubby Hubby” to “Hubby Hubby” in a similar pint initiative.

Everyone and their mother wants to comment on Pride, but thoughtlessly doing it will not earn your brand support from LGBTQ+ consumers or boost sales. Your audience is smarter than you think. (See Tip #1)

Do collaborate and partner with LGBTQ+ creators, influencers and other professionals.

Representation is key. By giving LGBTQ+ individuals equal opportunities to work for and with your company, you gain team members who can offer insight on how the community might respond to different attempts at inclusive marketing. They might be able to offer suggestions for meaningful initiatives your company can get involved with and they are equally qualified for the position as the next candidate.

Your audience wants to see themselves in the brands they buy from. When a company looks like its consumers, makes products and services for them and is by their side through challenging times, that organization builds secure, meaningful relationships with long-term consumers.

This is year 10 for Nike’s “Be True” campaign, one of its many ongoing efforts featuring LGBTQ+ audiences that was made to inspire them. The brand has a longstanding reputation for advocating for the LGBTQ+ community and welcoming them into the world of sports, a space that historically has discriminated against this demographic. Nike partnered with artist Xavier Schipani and featured the transgender man’s euphoric designs in the 2023 Be True collection.

The athletic apparel brand released a statement on their website voicing their position that, “Every Body Should Be Safe in Sport.” This aligns with their brand identity, and precedes information about their gender-expansive run crew, Team Phenom, which is actively creating inclusive spaces and breaking down barriers for LGBTQ+ athletes.

Inclusive Advice

Designsensory aims to be transparent and considerate of all audiences, working to accurately and equally reach individuals of all backgrounds, and we invite you to learn from our findings. We hope this read inspires you to make a conscious effort to better represent the LGBTQ+ community in your marketing efforts, company culture and brand practices year-round. Learn from other brands’ mistakes so you don’t repeat them yourself, and learn from their accomplishments so you can enjoy the benefits of broadened brand love.

To recap:

1. Anticipate
2. Plan
3. Celebrate & engage with LGBTQ+ audiences: partner, promote, provide with support, make your products the source of impactful change.
4. Respond to the feedback appropriately: respectfully, responsibly and in a way that reflects your brand values.
5. Repeat, every day of the year (not just when the #LoveWins is popping off on social).

As always, if you’re interested in learning more about the most effective and respectful ways to practice inclusive marketing, we’re here to provide research-driven guidance and branded services.

*We’re striving to better represent these groups as a company and hope you’ll join us in our support of LGBTQ+ individuals, the community and other minority groups.