5 Things Brands Should do for the Pride Month
The global LGBTQIA community has an estimated purchasing power of $3.7 Trillion. Every year, the month of June, the pride month, brings a slew of Pride-themed ad campaigns, apparel & accessories and food & drinks.
Although the consumers still enjoy the Pride merchandise and the ad campaigns, the brands need to do more than rainbow washing. The consumers these days are very mindful of the brands that they associate themselves with and hold the businesses accountable for their actions.
1. ABSTAIN FROM RAINBOW WASHING
More than 20M US Adults identify as LGBTQ. To appease this whooping number, as soon as June 1 hits, the brands slap a rainbow all over their products and social media.
If companies plan a campaign around the pride month but have taken stances against the LGBTQ community or have supported politicians, brands, leaders or organizations who are anti-LGBTQ, they are considered to be opportunistic and shallow. The companies need to find a year round plan to support LGBTQ inclusion. Companies should —
- Associate themselves with those organizations that support the cause.
- Ensure they have policies that provide a safe environment to all of their employees.
- Support the community with resources.
- Hire a diverse group of employees.
- Have representatives of the community in upper management and leadership positions.
2. DON’T JUST TARGET THE PRIVILEGED
The LGBTQ community covers a wide range of demographic. The way a gay white man in the sky scrapers of New York City would show support to the community would be very different from the way a black trans-woman in sub-urban Texas or a Lesbian couple in the San-Francisco Bay Area would. Design marketing campaigns that would cater to the entire demographic.
3. TAP INTO THE ENORMOUS FOOTFALL
After the pandemic, the community is more than excited to gather together for the second time for pride marches all over the country. The New York City and San Francisco marches draw millions of people. Design geotargeting strategies to monetize the tremendous footfall that the pride marches attract.
4. LAUNCH PRIDE THEMED MERCHANDISE
The US LGBTQ community has a purchasing power of $900 billion per annum. According to a survey conducted by the bazaar voice, almost 59% of the respondents plan to purchase/wear pride merchandise. The Pride Month offers brands an opportunity to support them and at the same time cashing in the high demand of pride themed products.
5. COLABORATE WITH SOCIAL MEDIA INFLUENCERS AND NGOs
The community demands the brands to exhibit genuine allyship. Supporting non-profits that work day-in and day-out to bring about social transformations does exactly that. Donations, event organizations, films or fundraisers can be someways in which brands can aid these organizations.
Brands have an exceptional power of influencing individuals. An authentic message that supports the community can also help lay the groundwork for change. Brands should work with LGBTQ influencers to spread positive messages across social media platforms.
