This Pride season hits differently, with coinciding backlash against brands’ surface-level rainbow efforts. For impactful Pride campaigns, brands must authentically support LGBTQ+ communities beyond June, says Therese Little of Traackr.
Therese notes beauty’s pioneering inclusion. But one-off, seasonal campaigns invite accusations of tokenization. Effective marketing must align with a brand’s year-round mission of valuing LGBTQ+ consumers.
Donating to LGBTQ+ organizations also lends meaning, raising awareness beyond a singular brand effort. Therese cites Revlon supporting The Trevor Project regardless of sales.
Powerful campaigns tell real stories, like Nars featuring queer creators’ personal narratives on social media. NYX’s partnership with gamer Frederic Chen authentically reaches LGBTQ+ audiences.
Influencer partnerships must be the right fit, with creators genuinely vocal about queer issues. Brands should let influencers speak openly rather than sticking to scripts.
Messaging from trusted community representatives trumps brand-created content. But campaigns can’t seem bandwagon-oriented, warns Therese.
A sense of belonging within a company helps weather external controversies. Stating consistent values and exerting them through actions is key.
With careful planning, brands can create Pride efforts that sincerely support and empower LGBTQ+ communities in an enduring way.