Pride Month has arrived, and brands are showing their support in full force. Many had to postpone or rework Pride campaigns last year following the killing of George Floyd—revamping their efforts to include support for the LGBTQ+ Black community and switching to a virtual format during pandemic lockdowns.
This year—with most Pride parades across the country still happening virtually—the themes of racial equity as well as COVID-19 relief continue to emerge across campaigns.
“The intersection of these two cultural events highlighted the need for more inclusivity and intersectionality within Pride celebrations,” says Lisa Dubina, senior analyst, culture and identity, at market research firm Mintel. “As LGBTQ+ organizations and the community overall work to improve the intersectionality of Pride celebrations and advocacy, brands must also work to ensure their Pride marketing and outreach is inclusive and intersectional.”
In Mintel’s 2021 Marketing to LGBTQ+ Communities report, the firm found that 61% of LGBTQ+ adults believe the mission behind the Black Lives Matter movement aligns with the values of the LGBTQ+ community.
That awareness comes across in campaigns this year from Reebok, Ugg and Bombas while other efforts take on COVID-19 relief for communities in need. Virtual concerts, digital campaigns and, as always, rainbow-filled merchandise rule the month.