Pride Month Is Coming To A Close— Here’s How Your Brand Can Really Support The LGBTQ+ Community

Over the years, Pride Month celebrations from brands have grown more common. There are rainbows, special edition products, celebrations, and a number of social media posts. But as more brands are getting into the fray, it doesn’t mean that those within the LGBTQ+ community are automatically rejoicing over it.

The barrier to entry for celebrating Pride Month, or any other cultural celebration is low. However, the barrier to entry to win the attention, adoration, and loyalty of the LGBTQ+ and any other diverse group of consumers is much higher.

Lizzie Seedhouse is the Senior Vice President of Digital, Emerging Technology and Strategy at USL Soccer, and she told me why this is the case.

“As a member of the queer community, I get very skeptical very quickly...being queer and being gay is really complex and a year round thing, it’s not just this one month. So when a brand inserts themselves into Pride Month, I always question how much do you really mean it, and what else are you really doing. Where’s the substance behind it? Where’s the donations? The real work to get done. The education. It’s not just Pride flags and celebration always.”

At its core, inclusive marketing isn’t about campaigns that you offer at various points throughout the year. It’s about building a brand that consistently demonstrates to the customers you serve that you see them, you get them, and that you have taken the time to create products, services, and experiences that make them feel like they belong.

Being an inclusive brand means being an active supporter of the customers you serve, and the communities they are a part of. That means being present, engaging with, and supporting them all year long, not only when it feels like the thing to do—as in the case with Pride Month.

You have to earn the right to celebrate Pride Month by showing the receipts to the community you are on their team all year long.

Here are a few ways to do that.

Volunteer time. There are a number of organization that need good people to help them advance their mission by providing support in terms of key activities. The activities you engage in on a volunteer basis don’t have to be connected to your brand for you to make an impact. Showing up and supporting in ways—especially when there doesn’t seem to be a direct benefit to your brand will endear you to the communities you want to serve as they see that you really do care.

Speak out on issues. Use your platform to educate others within your sphere of influence. You can share about the plight of those within the community you want to serve as a means to spread empathy. You could also speak up about injustices you see, to make it clear where you stand.

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