How should brands approach advertising around Pride?

Matthew Waksman, Brand Strategy Partner, Ogilvy UK

"This may be an unpopular point of view, but I believe it’s time to see brands get less nervous in their approach to advertising around Pride. Scrutiny and authenticity remain crucial, but if fear of putting a foot wrong inhibits brands that have the power, the budget and the clout to shape culture and further the cause of Pride then that’s a crying shame. 

I want to see brands go beyond anodyne celebratory messages. I want to see campaigns that use bold creativity and big budgets to contribute towards fundraising and positive action.

I want to see brands go beyond anodyne celebratory messages. I want to see campaigns that use bold creativity and big budgets to contribute towards fundraising and positive action. I want to see brands voice support in places where it isn’t welcome. Lastly, I would love to see more mischief and humour. Let’s not forget, the point of great comedy is - and always has been - to make a powerful point in a funny way.

Pride shouldn’t be a moment to dial down our creativity and ability to make people laugh, cry, and do something. Pride should be a moment to harness that skill as a force for good. Ultimately, Pride is both a protest and a party, and if that’s not a great tension for a killer creative advertising brief, then I don’t know what is."

Above [clockwise from top left]: Maharaj Varatharajah, Matthew Waksman, Rachel Clarke, Lori Meakin and Will Sansom.

Rachel Clarke, Founding Partner, Strat House

"It’s been said many times before, and will continue to be said; you need to walk the walk not just talk the talk. Brands promoting Pride Month is wonderful, it’s become expected now not just acceptable, when previously few brands would even consider it. Both employees and customers see support for the full spectrum of humanity as a good thing. But if it’s the equivalent of greenwashing – something you say without changing how you act – then you will be found out and called out. 

If it’s the equivalent of greenwashing – something you say without changing how you act – then you will be found out and called out.

If you’re taking advantage of selling rainbow-packaged products, or just sharing a positive message, do you have everything else there? How do you treat your employees? How do you ensure you have an inclusive culture? How are you inclusive in your marketing? If you’re a company in a position to have a wider impact, do you support the community? Do you avoid giving money to politicians that are against what Pride stands for? Leveraging Pride Month for comms should just be the tip of the iceberg is making real change inside and outside a company."

Above: Just putting a rainbow on your product doesn't mean you're supporting LGBTQIA+ issues. 

Maharaj Varatharajah, Strategy Director, VaynerMedia London

"What we often see is a very one-dimensional approach to queer communities during Pride. Yes, more brands are acknowledging and working with creators and influencers from marginalised communities, but those collaborations don’t often stretch further than campaigns and specific activations. What we encourage our clients to understand is that unless LGBTQIA+ political, socio-economic and cultural demands are baked into your purpose, it amounts to little for the people on the ground.

What we often see is a very one-dimensional approach to queer communities during Pride.

There are few things brands need to be consciously aware of before engaging with queer communities: 

Queer communities are exactly that; communities of various identities with similarities, but also a very divergent ranges of interests and needs. Speaking to and working with the most marginalised is often the best way to help and uplift everyone.

Show-up and support communities during trying times. We have seen very few brands step-up and throw their support behind trans communities, for example, in their times of need, which are pivotal challenges that galvanise everyone on the spectrum.

Be prepared to support your queer collaborators and partners publicly and have your leadership, community managers, media and PR teams ready jump into the fray. Build deep and meaningful partnerships that don’t subtract but add to the queer communities’ infrastructure. That goes way beyond Pride and Stonewall and other, larger organisations too. It goes to the core of supporting the most disadvantaged communities where it matters: in their social, community spaces and activities."

Above: Experts such as Stonewall can help with your brand's approach, but "the queer communities’ infrastructure" goes beyond such organisations.

Lori Meakin, Founder, Joint

"It’s simple; approach Pride the same way you approach being LGBTQ+ -inclusive all year. If you’re not already doing things in your business, your products/services and your work, then don’t paint on a quick rainbow come June. Being performative is just taking from the community, even if done naively. That said, showing support of people right across the LGBTQ+ spectrum is always important, to drown out the homophobic/transphobic voices that are at odds with where society is headed, but that are loud, hurtful and dangerous. 

Help create change as there’s still much to be done. Just do it consistently and authentically.

So, celebrate progress to date. Help create change as there’s still much to be done. Just do it consistently and authentically. Let’s use Pride not to project externally but to educate ourselves. Follow people who will teach you and challenge you. Two of my favourites are still Billy Porter and MJ Rodriguez (yes, spot the Pose fanatic). Fiction teaches too. Torrey Peters’ Detransition Baby made me unlearn many things. Consult experts, like Stonewall or Just Like Us. Do proper research. And involve others who are part of the community. Just don’t expect one individual to represent the full brilliant diversity of the LGBTQ+ community! 

And let’s all keep learning together.