Pride Month Marketing: 3 Companies That Got It Right
Every year, more and more brands create campaigns and posts during Pride month to show their support for LGBTQIA2S+ communities across the world. However, a study found that two thirds of individuals in these communities found that advertisements with people of diverse backgrounds are only created to performatively show support to garner more sales. This statistic shows that true solidarity and support goes beyond changing logo colours and singular Pride campaigns. Companies need to go deeper to support these communities and create marketing and campaigns that are inclusive 365 days a year, not just for one month. We want to highlight companies that use their platforms to bring awareness to LGBTQIA2S+ issues for people worldwide.
The Body Shop
The Body Shop is one company that champions Pride month year long, donating throughout the year to various LGBTQIA2S+ charities. When entering stores, customers are prompted to sign petitions for the Equality Act. The Body Shop donates $1 per signature to the Equality Federation, an advocacy group for LGBTQIA2S+ issues. The Body Shop continues their support by consistently donating their profits to charities, most recently supporting Sydney Gay and Lesbian Mardi Gras to allow disadvantaged groups to experience the event for Pride month.
Procter and Gamble
Another company that uses its platform to shed light on the experiences of LGBTQIA2S+ is P&G. In 2018, they partnered with Gus Kenworthy, an Olympic skier, in an ad where he talked about his experiences as a gay athlete and giving support to his “community.” Following this ad, P&G also partnered with GLAAD on the Visibility Project, to increase LGBTQIA2S+ representation in their campaigns. Proctor and Gamble is continuously striving to amplify the voices of LGBTQIA2S+ individuals, as well as representing them in their advertisements year-round.
Kellogg’s
Lastly, Kellogg’s is another brand that aims to bring visibility to LGBTQIA2S+ communities through a common household purchase—cereal. Kellogg’s partnered with GLAAD to create a multi-coloured, heart shaped Pride cereal. For every purchase, Kellogg’s donates $3 to GLAAD to support LGBTQIA2S+ representation in media. Additionally, the cereal box has a space that encourages youth to write down their own pronouns. In doing so, they are allowing youth a chance to express their true feelings and allowing families to come together and start a conversation.