Last year, despite decades of progress, Pride felt both regressive and more divisive than it has in years, as major brands faced boycotts for their campaigns and—in a few cases—their responses seemed to cause more damage than the controversy itself.
The Human Rights Campaign suspended Bud Light’s 2022 Corporate Equality Index score after the brand backpedaled on its collaboration with TikTok star Dylan Mulvaney. Target reacted to customer backlash by pulling LGBTQ+-themed merchandise, and was accused of “rainbow capitalism” as a result.
At a time when values are intensely scrutinized and social media outrage is instantaneous, such short-term reactions can have long-lasting impact on brands if they’re not handled carefully.
The solution isn’t hiding from the moment. For brands planning their Pride approach this year, the following four principles will help them show up for their audiences in authentic ways.
Embrace emotion and nuance
Authenticity is one of the fastest ways to protect yourself from cancellation. Consistency is another. To build both, it’s essential that brands speak in the lexicon of the community they’re trying to reach. Remember, Pride is about the queer community for the queer community by the queer community. Apply the same rigor as you would for Black History Month and other heritage months to what is appropriate.