The most impactful Pride Month 2023 campaigns

With the recent wave of anti-LGBTQ+ legislation across the U.S., Pride Month has become yet another front in the ongoing culture wars. While some brands have used the opportunity to show support in genuine, tangible and actionable ways, others ... have taken a different tack.

A prime example is the Bud Light controversy that transpired before Pride Month even began. After transgender influencer Dylan Mulvaney shared a custom beer can sent to her by the brand with her face on it, the beer giant found itself on the receiving end of a backlash from some conservatives. Parent company Anheuser-Busch InBev's response to the controversy effectively told the LGBTQ+ community that the company's support is conditional and tied to its bottom line.

“Budweiser stated that it never wanted to be part of a ‘discussion that divides people’ and suspended its marketing executives,” said Ren Bowman, senior marketing and multimedia producer at The Digital Voice. “Their lack of allyship, as well as throwing Dylan into a fray of hatred, makes this campaign, or lack thereof, the biggest corporate Pride Month embarrassment of the decade.”

The brand also has garnered criticism from LGBTQ+ advocacy group the Human Rights Campaign, which denounced the brand’s decisions. “In this moment, it is absolutely critical for Anheuser-Busch to stand in solidarity with Dylan and the trans community,” Jay Brown, senior VP at the Human Rights Campaign wrote. “However, when faced with anti-LGBTQ+ and transphobic criticism, Anheuser-Busch’s actions demonstrate a profound lack of fortitude in upholding its values of diversity, equity, and inclusion to employees, customers, shareholders and the LGBTQ+ community.”

Another brand that came under fire from conservatives for Pride Month celebrations was outdoor apparel company The North Face. The company is in its second year partnering with drag queen and environmental activist Pattie Gonia for its Summer of Pride campaign.

“When faced with ‘go woke go broke’ boycotters, The North Face doubled down in its support of Pattie Gonia and its series, which fosters a more accessible and welcoming environment to enjoy the outdoors,” said Radel Huley, copywriter at Jack Morton. “That's support that withstands the tests of allyship. That is what we need from anyone who puts up a rainbow logo.”

Joining the ranks of The North Face, some brands—many of which continue to support the LGBTQ+ community throughout the year—launched impactful work for Pride Month 2023. We asked industry leaders from the Amp community to share the campaigns, activations, partnerships and shows of support that have been the most meaningful to them this year, as well as which brands fell short.

Enduring corporate allyship

“Few corporations will ever be flawless allies, but Levi’s is a fantastic example,” Bowman said. “They have proven year after year that their allyship is not just for June. They were the first corporation to provide equal domestic partner benefits to same-sex couples back in 1992, and in 2008 the only company to file an amicus brief with the Supreme Court in support of same-sex marriage. They supported Queer Britain in establishing the U.K.’s first LGBTQ+ museum. They also donate $100,000 each Pride month to LGBTQ+ advocacy group Outright International. As far as corporate allies go, Levi’s is literally putting their money where their mouth is.”

Erik Guzman, VP of global operations and head of Better World at UM, likewise applauded the iconic denim brand’s enduring support over the years.

“Levi’s has been a constant presence of support for the community over the past three decades,” Guzman said. “They understand that support exists beyond just Pride Month and that standing with and alongside the LGBTQ+ community is not only the right thing to do, but also makes business sense.”

LGBTQ+ consumers represent approximately $1.1 trillion of spending power in the U.S., and $3.9 trillion globally, according to LGBT Capital.

Guzman called out the brand’s recent expansion of its gender-neutral clothing line with the release of its Guide to Unisex Style. “With a brand as iconic as Levi’s, known for leadership in both fashion and the fight for social justice, they further empower and uplift our community to authentically be ourselves through the clothes that we wear,” Guzman added.

MAC Cosmetics has likewise been a stalwart for the LGBTQ+ community over the years, most notably with its Viva line, the proceeds of which have historically supported those impacted by HIV and AIDS and today extends to the LGBTQ+ community as well as women and girls. Funds raised have totaled over $500 million to date.

“They’ve been a corporate supporter of the LGBTQ+ community for over 27 years,” said Hannah Schalles, senior art director at Wondersauce. “They consistently show up for the queer community by sharing content that not only promotes their range of Pride-related products but also addresses topics close to LGBTQ+ people in ways that everyone can learn and benefit from.”

Brazil’s beloved flip-flop brand Havaianas also is a strong supporter of LGBTQ+ rights.

“I’m particularly proud of the work Havaianas does as a long-time supporter of the LGBTQ+ community,” said Mariana Albuquerque, group creative director at Media.Monks. “The company’s pride collection is permanent, not a one-month installment, and 7% of the profits go to the LGBTQ+ advocacy group All Out. This is actionable and tangible.”

Albuquerque pointed to the company’s recent effort with Havaianas Pride Research to revise census numbers from the government that it claims under-represented the country’s number of LGBTQ+ citizens.

“This census data is the basis for decisions across every sector, seeking to understand the make-up of the populations,” said Albuquerque. “The numbers are staggering: By Brazil’s official research, there are only 2.9 million lesbians, gays and bisexuals in Brazil, yet the Havaianas Pride Research revealed there are more than 15.5 million LGBTQ+ individuals in Brazil, five times more than the government survey.” 

From rainbow washing to rainbow capitalism

One major criticism of brands activating campaigns during Pride Month is “rainbow washing,” signaling support for the LGBTQ+ community and effectively garnering consumer loyalty off that virtue without backing it with any real action.

“Amid culture wars and raising tensions during this year’s Pride Month, members and allies of the LGBTQ+ community are voicing critique of ‘rainbow capitalism,’ brands that are profiting off of rainbow-colored products without real impact or support,” said Sam Zises, CEO at [L]earned Media. “However, the brands that capture hearts and stand out to discerning consumers the most are those that put real action behind their collaborations and campaigns.”

Zises pointed to Harry’s Pride Shave Set as an example of how to run a Pride campaign the right way, featuring a poem on the packaging by author Saeed Jones. From every shave set purchased, the company is donating $5 to The Trevor Project, which provides LGBTQ+ youth access to mental health resources. Zises also noted Nordstrom’s rainbow-free campaign for 2023, opting instead to feature LGBTQ+ brands on its website, including candle-makers BoySmells, gender fluid and size-inclusive apparel brand TomBoyX and unisex brand K.ngsley.

“We can look to both Harry’s and Nordstrom as mentors for Pride and other important moments going forward. Celebration meets action for true impact,” Zises said.

Jamon Deaver, Cornett’s director of marketing, summed up the assignment for brands during Pride month.

“Businesses have an obligation to use their power for positive change,” he said. “Have a POV that reflects your values and ensure your actions follow suit.” In March, the Kentucky-based agency implemented its “Work Is a Drag” policy, inviting employees to come to the office dressed in drag to counter anti-drag sentiment and legislation in the South.

Jack Morton’s Huley referenced a LinkedIn post that summarized the kind of impact rainbow washing can have.

“Allyship without associated action is worse than useless,” Huley said. “When corporations have rainbow logos or sell ‘love is love’ products without following through in support of the LGBTQ+ community, it gives an outsized impression of LGBTQ+ people's limited political power. We've seen brands show up for Pride with new merch and collaborations, but when controversy jeopardizes profitability, they pull merch and lack support. How are we supposed to ‘live, laugh, lesbian’ in these conditions?”

Wondersauce’s Schalles took it a step further.

“Hosting events and launching special collections or marketing campaigns only during Pride month isn’t enough,” Schalles said. “Even if you’re donating a percent of purchases to support LGBTQ+ organizations, doing so for one month out of the year isn’t cutting it. This year in particular the queer community is watching very closely. How are you showing up for us all year long? How are you supporting your LGBTQ+ employees and their families? It all matters.”

Schalles also noted the fact that the purchasing power of this community is only growing. “We won’t forget who folded when the ‘anti-woke’ Twitter army came knocking and who stood up for human rights.”