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Pride Month is days away, but this year there seems to be a strategic silence from many brands. While avoiding performative activism is a good thing, is this retreat a sign of progress or regression? 🤔 On the one hand, brands are wary of missteps after facing backlash for past Pride campaigns that rang inauthentic. This could suggest a growing focus on genuine LGBTQIA+ inclusion throughout the year, which would be a positive development. I am a bit too cynical to believe in this take, personally. Silence is its own form of message. Especially given the continual attack on trans rights, with anti-trans laws being passed across the country nearly daily. By withdrawing from Pride altogether, brands risk alienating LGBTQIA+ consumers and signaling a retreat from the hard-fought gains made in recent years. To me, this shows that for some companies, support of my community is only given when it is convenient. The key is to strike a balance. Brands can celebrate Pride authentically by amplifying LGBTQ+ voices and creating spaces for genuine connection, not just during Pride but all year round. 🌈 #PrideMonth #DEI #AuthenticMarketing

This trend of brands steering clear of the LGBTQ+ community makes me nervous. Ignoring an entire group of consumer, especially one with a lot of disposable income, is never the right move. This year, "agencies report fewer projects and an overall lack of communication from clients regarding Pride Month plans." I've been seeing this too, and while many brands are moving toward a Pride 365 strategy, it's not enough of them. I get it, it's scary out there for marketers. According to new rankings from the annual Axios/Harris Poll 100, "Companies perceived as being overly focused on DEI — diversity, equity and inclusion — continued to see significant reputation declines around trust." Read the full poll results here: https://lnkd.in/gs6tBQhv What's the answer? It certainly isn't avoidance. #Pride #LGBTQ #marketingtrends #trends #media #advertising

As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

Thanks to Hugo Greenhalgh and Openly for this piece on our new report, "The Investor's Guide to LGBTQ+ Inclusion"

🌈 Discover unique insights and strategies for engaging LGBTQ+ consumers in today's market! This article explores the balance of risk and reward, providing valuable tips for brands seeking authentic connections with the community >> https://bit.ly/4bScTFb #LGBTQMarketing #InclusiveBrands #SustainableBusiness

I really love when data proves a point, but it's also clear data is STILL being ignored in the boardroom. Adweek's article (below) about Pride month cash grabbing provides some great examples of this: 🌈 Only 10% of the population oppose or strongly oppose policies that protect transgender individuals from discrimination in jobs, housing and public spaces 🌈Back in 2018 Nike made a strategic decision to alienate customers who uphold racist ideals, releasing a statement instructing people on “how to burn our products properly” which added $6 billion of value to the brand and boosted sales by 31% 🌈A 2022 Gallup study shows ~7% of Americans identify as LGBTQ+ but ~21% of adult Gen Z Americans identify as LGBTQ+, indicating a generational shift against heteronormativity 🌈In fact, LBGTQ+ communities are the fastest-growing minority segment with $1.4 trillion in buying power Despite this data, major brands initially leaning into amplifying LGBTQ+ voices step back when a small minority of customers get very loud about not liking this level of representation. But, the data is clear - this is not a smart business decision. While the goal still shouldn't be to build brand value via pride month (the representation and inclusivity should come from a place of authenticity), it's clear this stepping back when s**t hits the fan is not the right move either. #insights #mrx #pride #data

I am deeply concerned that, going forward, brands will be much more hesitant to feature a broader representation of LGBTQ+ people in marketing and will think twice before greenlighting new high-profile Pride initiatives. This will create a chilling effect by pushing marketing-driven diversity and inclusion initiatives back a few decades. Because of these challenges, marketers must remind themselves and their leadership teams why they should support the LGBTQ+ community in the first place. While each business should have its own business case for investing in the LGBTQ+ community (or not), recent research shows that nearly half of adults around the globe support companies and brands that promote equality for LGBTQ+ people.  Additionally, brands that take a stand on social issues are also more likely to resonate with younger consumers, who are increasingly looking for brands that align with their values. Finally, the most important communication for brands is to promote inclusivity. That's why I use the pronouns 'Him. He. Human'. Being 'Human' is the one thing we all have in common. Brands have both the opportunity and responsibility to bring us all to center by promoting a world of authentic inclusivity. Happy End, to the most politically charged Pride month in recent memory. Read my guest post for Ad Age's Pride Month 2023 campaign: https://lnkd.in/dWYPRCy9 #pride #business #marketing #leadership

🚨 In response to conservative pushback, Target is scaling back the in-store availability of its #PrideMonth Collection to about half of its 2,000 stores, though the LGBTQ-themed merchandise remains online. With over a decade of June Pride product sales, Target claims protests and employee intimidation influenced this decision. While they're adjusting to balance "celebration, inclusivity, and broad-based appeal," advocacy groups argue that this shift could alienate the #LGBTQ+ community and their allies. 🔍 Why does this matter to our industry? This highlights how social & political issues directly impact product distribution and supply chain dynamics. When retailers scale back in-store availability, demand patterns shift, affecting shipping routes and emphasizing online fulfillment. 📢 This is a clear reminder of how quickly a company can pivot based on public pressure. It's all about staying nimble and being prepared for changing strategies. Read more here: https://lnkd.in/gZVvejZ9

No one likes to be misled, doesn't matter who you are or what you believe in. If a #brand makes a promise and then breaks it, we treat them the same way we'd mistrust a real person who did that to us. The key to success when #marketing to *any* audience is to be prepared to put your money where your mouth is. You can't please all the people all the time, so count on somebody out there getting their feathers ruffled at some point--it's an inevitability you can prepare for in advance... need to, even. Because if you buckle or equivocate in front of your audience when it really matters, or worse throw them under the bus to please someone else, you will do far more damage to yourself than any detractors could. Words without action just don't cut it. And nobody trusts a traitor, not even the segment of people you might hope to appease. Once you lose the trust of your customers, they stop being your customers. Skittles is doing it right. #branding #inclusivity #audiencetargeting #causemarketing #brandexperience #brandvalue