November 29, 2022

5 Different Ways Companies Can Create Authentic Pride Month Campaigns

By: Laura Wallace

June is known as Pride Month which celebrates and raises awareness for the LGBTQ+ community. All types of businesses are encouraged to give back to the LGBTQ+ community during this time. As general support for the LGBTQ+ community has grown, many companies have to create a plan for how they will support and raise awareness for the community. 

In recent years, many companies have faced either criticism or praise for their support during Pride Month. Skittles received backlash on their social media for their One Rainbow skittles which were skittles placed in packaging that was white-colored; however, Nike received praise in 2012 for starting their BETRUE collection which was started by a group of employees.

To ensure that companies do not face any sort of criticism during Pride Month, these are five different ways companies can create social media campaigns that are authentic for Pride Month:

  1. Avoid “rainbow washing”: According to forbes.com, the LGBTQ+ community has a buying power of over $3.7 trillion dollars. This has made companies put the rainbow flag on any of their social media platforms and products during the month of June and then forget about the community once July begins. Over the years, consumers notice whether companies have been genuine with efforts to fight for equality versus companies that are trying to make extra money. Companies should make it clear their support for the LGBTQ+ community is not just limited to the month of June and not just slapping a rainbow on everything during the month of June.
  1. Remember what pride is really about: Pride is more than something that just happens once a month. Pride is known for being very prevalent in the queer community. One event that happened was the Stonewall Riots in June 1969. The queer community was protesting at the Stonewall Inn due to police brutality and the police not letting them live a free and open lifestyle. The Stonewall riots weren’t some of the first protests regarding the community. Many brown and black trans women were fighting to protest for their right to be taken seriously.
  2. Ask yourself why you support the queer community? Before posting any sort of pride-related content you should ask yourself, are we really adding to the conversation? What are our motives for Pride Month? Is our brand one that represents the queer community that includes supportive allies? If we ask ourselves these questions before posting during Pride Month, it can make the message that we give on social media become more reliable and genuine.
  3. Work with the right influencers: Collaborating with influencers that are a part of the LGBTQ+ community. Working with these influencers can make your messages more amplified and meaningful. The audience of these influencers is also passionate about supporting the LGBTQ+ community
  4. Make education and awareness center of content: Ideas that come for Pride Month posts can include the meaning and history behind the Pride flag, what Pride means to your company and employees, spotlighting certain members of the LGBTQ+ community and providing resources on additional education on how to donate to these organizations. No matter what content you publish regarding Pride Month, it is important to keep education and awareness noticeable in your content. 

Pride Month is something that requires support, during all months of the year. Companies should not capitalize off this month by making performative Pride campaigns. Ensuring that your company has genuine Pride campaigns makes your company more authentic.

6 thoughts on “5 Different Ways Companies Can Create Authentic Pride Month Campaigns

  1. Hey Laura!
    I loved your article and 100% believe so many brands need to read it also. I really hate it when brands take advantage of a month that is suppose to bring awareness to this massive issue our society has. I have seen many brands use “Rainbow Washing” during June and just change their profile picture and product packaging to rainbow colors, and then go right back to normal and not speaking on the topic again. I agree with you that brands can really show their dedication by speaking on the subject year round and not just in June, as well as using the platform to educate others about the issue and not just say we support the LGBTQ+ community. Great read!

  2. I love this post! The content is really helpful for me to think about more PR campaigns related to the LGBTQ+ community. Many companies nowadays just want to get a share of the market from the LGBTQ+ community. Those people are not being real. This post inspired me a lot: Before doing those campaigns, think about how the company can achieve its CSR by really contributing to the pride community. Respect every choice made by any spirit!

  3. Hi Laura,
    I found it interesting to read about the stance that brands can take on supporting pride month. I have been following Subaru’s journey and the campaigns that they have done. I’m eager to see what they do this month since they have been very consistent and clear about their support. I think that your post spoke greatly about accurately using influencers for their campaign.

  4. Hi Laura!
    This article is great and super timely. The bandwagon attempts from brands banking off of the support of LGBTQ+ communities during Pride Month is super relevant and unfortunately happens so often. I’m so glad more people are noticing and talking about this issue! I really liked your suggestions for how brands and people can better support the queer community.

  5. Hey Laura
    I love this article and think its perfect timing for business to read. One thing I think is the cringiest to see is businesses doing the bare minimum to show their support and capitalize off of social issues. Rainbow washing is hands down one of the biggest villains in that, flying those colors is beautiful and important but lack of intention can harm the meaning. I like your ideas on making sure people discuss what its really about and questioning why they really are choosing to support, if theres no authenticity its easily reflected and should be avoided in general.

  6. I think this is extremely important to be talking about this month, businesses this time of year are usually the biggest advocates of rainbow washing and I think the most important thing for any involvement in social activism is authenticity. I love how you ask them to question if they really support the movement and to remember what its really about. That flag is sign of pride not capitalism and thats been grossly resembled for too long

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