Pride Month is an opportunity for brands to show their support for the LGBTQ+ community. However, while many companies have embraced the rainbow-colored branding associated with Pride, not all campaigns are created equal. A truly effective Pride marketing campaign goes beyond simply adding a rainbow logo or offering discounts. The best campaigns are those that demonstrate genuine support, advocacy, and a deep understanding of the community’s needs. In this article, we’ll explore three Pride marketing campaigns that went beyond performative allyship to deliver real value and substance.
1. Nike – “Be True” Collection
Nike has long been a supporter of the LGBTQ+ community, and its “Be True” campaign exemplifies how a brand can use its platform to amplify both social and cultural change. Launched in 2012, the “Be True” collection was designed not just as a fashion line, but as a statement of inclusion and empowerment for LGBTQ+ athletes. The collection included shoes, apparel, and accessories adorned with symbols and colors that represent the LGBTQ+ pride flag.
What Made It Stand Out
- Authenticity: Nike didn’t just put a rainbow on their products for the sake of it; they actively collaborated with LGBTQ+ athletes and influencers to ensure that the collection reflected the community’s values and experiences.
- Supporting LGBTQ+ Organizations: A portion of the proceeds from the “Be True” collection went to organizations supporting LGBTQ+ rights, particularly those in sports. This direct support demonstrated Nike’s commitment to making a tangible impact.
- Representation: Nike used its campaign to elevate LGBTQ+ athletes who had long been underrepresented in mainstream sports culture. This fostered a sense of visibility and inclusion, allowing the community to see themselves in the brand’s marketing.
2. Ben & Jerry’s – “Proudly Serving Pride”
Ben & Jerry’s has long been known for its commitment to social justice, and its Pride Month campaigns have consistently gone beyond marketing buzzwords to actually support LGBTQ+ causes. Their “Proudly Serving Pride” campaign has featured limited-edition ice cream flavors and bold statements of support, but what truly sets it apart is the brand’s consistent focus on activism.
What Made It Stand Out
- Commitment to Activism: Ben & Jerry’s doesn’t just stop at marketing; they actively engage in advocating for LGBTQ+ rights. They’ve spoken out on key issues such as marriage equality and anti-LGBTQ+ legislation, and they’ve used their platform to educate their audience about issues facing the community.
- Partnerships with LGBTQ+ Organizations: A portion of the profits from their Pride-themed ice cream flavors has been donated to LGBTQ+ organizations, particularly those working to end conversion therapy and support transgender rights. Their campaign isn’t just about making a statement; it’s about funding real-world change.
- Incorporating LGBTQ+ Voices: Ben & Jerry’s uses real stories from LGBTQ+ activists in their campaigns, ensuring that the messaging is not just top-down but inclusive of diverse voices within the community.
3. Target – Pride Collection and Support for Transgender Rights
Target’s Pride campaigns have been a staple in the retail world, but what sets the company apart is its focus on both visibility and advocacy. Target’s Pride collection includes clothing, home goods, and accessories, with a portion of the proceeds going to LGBTQ+ organizations. However, Target takes it a step further by making a significant commitment to supporting transgender rights and healthcare access.
What Made It Stand Out
- Advocating for Transgender Rights: In addition to creating a Pride-themed product line, Target used its platform to publicly support policies that protect transgender individuals. This included donating to organizations that advocate for healthcare rights for transgender people and lobbying for policies that ban discrimination against transgender individuals.
- Inclusive Product Offerings: Target’s Pride collection is carefully designed to reflect a broad spectrum of LGBTQ+ identities. For example, they’ve included products designed specifically for non-binary individuals and used inclusive language in their marketing.
- Sustained Commitment: Unlike brands that might only showcase LGBTQ+ products during Pride Month and then move on, Target has shown a year-round commitment to LGBTQ+ rights, with its Pride collection becoming a regular feature each year.
Key Takeaways for Brands
These campaigns highlight important lessons for companies looking to engage in Pride marketing with substance:
- Authenticity Matters: The success of campaigns like Nike’s “Be True” and Ben & Jerry’s “Proudly Serving Pride” shows that consumers can tell the difference between performative allyship and real support. It’s essential for brands to back up their Pride campaigns with genuine action, whether it’s through donating to LGBTQ+ causes, advocating for policy changes, or collaborating with members of the LGBTQ+ community.
- Incorporate Advocacy into Your Campaign: Effective Pride marketing goes beyond just selling products. As seen with Ben & Jerry’s and Target, a campaign that incorporates advocacy and activism shows that the brand is committed to making a real difference in the lives of LGBTQ+ individuals, not just capitalizing on a trend.
- Support Representation: It’s not enough to just put a rainbow on a logo. Brands that succeed in their Pride marketing campaigns focus on inclusion and visibility—particularly for marginalized groups within the LGBTQ+ community, such as transgender individuals, people of color, and non-binary people.
Conclusion
Pride marketing can be a powerful tool for brands to connect with their audience, but only when it is done authentically and with a commitment to supporting the LGBTQ+ community. Nike, Ben & Jerry’s, and Target are excellent examples of how brands can use their platform to not only celebrate Pride but also support activism, visibility, and real-world change. When brands go beyond superficial gestures and truly advocate for the community, they create campaigns that are both impactful and meaningful.
FAQs
- Why should brands support LGBTQ+ causes during Pride Month? Supporting LGBTQ+ causes during Pride Month helps raise awareness, show solidarity, and contribute to meaningful change. It also resonates with consumers who value social responsibility.
- What’s the difference between performative and genuine Pride marketing? Performative marketing is superficial and focuses only on symbolic gestures, like changing logos, without real support for LGBTQ+ rights. Genuine marketing is backed by actions, donations, or policy advocacy that support the community year-round.
- Can Pride campaigns be successful without donating proceeds? Yes, Pride campaigns can be successful by promoting education, advocacy, and visibility. Donations are just one part of a broader commitment to LGBTQ+ issues.
- How can brands ensure their Pride campaign is inclusive? Brands should consult LGBTQ+ groups, ensure diverse representation in their messaging, and avoid reinforcing stereotypes. Consulting with community members can help create more authentic and inclusive campaigns.
- Why is year-round support important for Pride campaigns? Year-round support demonstrates a genuine commitment to LGBTQ+ rights, beyond just a one-month campaign. This helps build long-term trust with the community and shows that the brand truly cares.