Why Brands Need to be Genuine With Their Campaigns During Pride Month

Every June, the LGBTQ+ community and their allies celebrate the resilience, sacrifices, and bravery of its past and present members. During non-pandemic times, the streets of major cities all across the country are filled with Pride flags, signs, and other indications of support. In the past few years, a few corporations have also shown their support for the community and its mission towards equal love. But, when it comes to a community that has often been characterized and turned into a number of stereotypes, is there a right way and a wrong way to be a corporate ally during Pride month? 

The Pride flag, in all of its rainbow glory, has become a go-to center piece for all of the month’s themed goods and programs. And though there is some genuine interest in representing LGBTQ+, it seems like an easy attempt at making a month that recognizes hardship and perseverance just another Hallmark holiday. The rainbow color scheme might be the signature look of the month but it’s not all that corporations should turn to during Pride. Being honored needs to go hand-in-hand with being represented and for a community that has been kept out of whatever societal standards are, both should be applied by companies.

One thing that should be taken into consideration when running a Pride campaign is paying tribute to the queer community’s predecessors and how they fought to be themselves. Television network FX, for example, has released a mini documentary series ahead of Pride month that discusses LGBTQ+ rights and the figures who fought for equality. The series goes through the 1950s up until today, exploring the different queer culture from each decade and the struggles that society posed to the community. FX filled the documentary with culture and facts and, ultimately, was still able to honor while represent the queer community. 

When it comes to apparel, Converse is one of the few brands that is bringing accuracy and fashion together. This year, the lifestyle sneaker company acquired Pride-themed designs from artists in the LGBTQ+ community to create a colorful collection with the purpose of spreading love and appreciation. On top of these creations, the sneaker brand has also donated $1.3 million in support of both domestic and international LGBTQ+ organizations, including the It Gets Better Project. The brand is not only committing to celebrate the community but also to invest in a brighter and healthier future for its members.

In short, there is a right way to go about showing your support during Pride month. There is nothing wrong with being an ally, however, there is a certain aesthetic and attitude that can easily feel distant. Showing support is more than stamping your company logo in the middle of a Pride flag; it’s about showing respect for a group that has had to fight for their right to love and supporting the incredibly talented and creative people within the community.