Pride Month Marketing
Happy Pride everyone! As I'm sure we all know, June is Pride Month! It's a month for visibility, activism, community, love, and social good. And every year, brands partake in Pride Month marketing campaigns - and on one hand, it can be viewed as performative and surface-level but also it reflects the greater society's acceptance and view of the LGBTQIA+ community. Some companies are scaling back or abandoning their Pride Month marketing altogether, and others are increasing and doubling down on their support, emphasizing long-term activism and efforts. Themed products and campaigns during Pride Month are very popular - with some brands revealing their Pride collections months in advance to grow excitement and increase their sales as people get more excited. Nearly 2/3 of consumers view Pride collections as being performative, or 'for profit only', whereas 1/3 view it as 'social good'. In this sense, for Pride collections to look genuine and serious, long-ter...
