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

3 hours ago

I feel therefore I do: Why ads should appeal to the ...

Advertising’s obsession with tech can come at the expense of emotional engagement—and that can lead to homogeneous, boring ads, writes the Uncommon Creative Studio founder.

3 hours ago

Vancouver wants to be Sydney’s cool Canadian friend

The Australian targeted campaign by Destination Vancouver aims to make the city a must visit rather than a stop over on the way to Whistler.

3 hours ago

Melissa Selcher departs LinkedIn after eight years

Selcher was chief marketing and communications officer at the platform.

3 hours ago

The Financial Times appoints lead creative agency ...

The Brooklyn Brothers previously created hero campaigns for the FT.