Ahh, Pride Month. From the first of June through the 30th, the LGBTQ+ community and our allies convene to celebrate the many accomplishments and strides made by those who came before us in the past 50-odd years. And in the last five years alone, brands have latched onto us — for better and for worse.
The LGBTQ+ community has a long-standing history of struggle and marginalization — one that’s proven how society has come a long way, but still has even further to go. Yet, a beautiful community has risen up proud, self-determined and unafraid to take on the world as we know it.
While Pride Month should be about community, recognition, and honoring the millions of people who left us all too soon, it’s unfortunately become a money-making machine for many organizations that tend to drop off the face of the earth when July 1 rolls around.
Here are five considerations to help your brand avoid the performative pandering and be a true ally to the LGBTQ+ community — all Pride Month and beyond.
1. Consider who your brand is to the LGBTQ+ community
This is your starting point and the bare minimum when considering how to approach Pride Month from a business and marketing perspective.
From tons of commercials, ad campaigns and more that remind us that we’re seen and valid (were we not before?), Pride Month has become an opportunistic cash grab for many organizations. From rainbow caps to bowls and flair that do anything but give back to the community — whose profits are actually pocketed by certain brands that support anti-gay figures and more — our community has grown weary and tired.
We want brands to do better, and some simple thinking before speaking is a nice start.
For example, the term “gay” is not a blanket noun for the entire LGBTQ+ community. When you write for Pride Month campaigns, products or services, use LGBTQ+ or a variation of the acronym (i.e. LGBT or LGBTQIA).
Also avoid using the term “queer,” as it is a slur that’s been reclaimed by the LGBTQ+ community, and, again, does not apply as a blanket noun for the community.
Intention plays a major role here as well. What is the goal of your Pride Month campaign? To uplift the community or boost your Q2 sales? What did your brand do outside of producing some print ads and out-of-homes about what a great month this is? Be genuine, and don’t forget that people can tell the difference.