Sabrina Sanchez
Jun 4, 2021

Brands: support LGBTQ+ organizations for Pride month

Consumers want to see action — along with the rainbow merch.

Brands: support LGBTQ+ organizations for Pride month

Advocacy is the theme of the year, and members of the LGBTQ+ community are urging brands to turn commitments towards inclusion into action this Pride month.

In past years, brands and leadership have recognized Pride with events, partnerships with LGBTQ+ organizations and notably, pride-themed merchandise.

While events and parades are returning this year in a limited-capacity, consumers are looking for brands to use their influence to support LGBTQ+ causes.

Gen Z in particular, which has more LGBTQIA+ identifying people than any other generation, has called out brands for performative responses to Pride and “rainbow-washing” their logos and products during the month of June.

Campaign US readers agree: brands need to put action behind their rainbows and support more LGBTQ+ advocacy organizations to show up for Pride with meaning. 

Campaign US

Related Articles

Just Published

1 hour ago

WPP's Mark Read sees pay package surge

The holding company's resurgence has resulted in a near-doubling of Read's compensation.

1 hour ago

Mango and other ‘masstige’ brands shutter after ...

Counting their losses in China, affordable fashion and beauty brands are recalibrating their business strategies and turning to the US for expansion.

1 hour ago

The We ❤️ NYC campaign which didn't get much love

Brand creatives and New Yorkers alike wonder who truly owns a mark that’s become emblematic of the city itself.

2 hours ago

Mullen Lintas ropes in Meta's Ram Jayaraman as CCO ...

The creative strategist of Meta takes on the role previously held by Garima Khandelwal, who has moved on from the company.