Historically brands come together to show their support during June to celebrate Pride Month — initiated with the Stonewall riots in 1969. Now, in 2023, a record-breaking amount of anti-LGBTQ+ bills are quickly moving through state legislation causing the Human Rights Campaign (HRC) to issue a “state of emergency" for LGBTQ+ Americans. This shift in anti-LGBTQ+ legislation is causing a political divide for many, including calls to boycott well-known brands.
PR professionals know it’s best practice to genuinely consider how political issues align with brand values and act accordingly. However, when it comes to discrimination against marginalized groups, leaders must revisit how they show up to support the LGBTQ+ community this June and beyond.
Stay Consistent
There is no denying that brands supporting the LGBTQ+ community through campaigns or activations should prepare to face potential backlash from extreme far-right groups. Brands should prepare to stand with their campaigns and continue to pledge support. Companies that cancel activations or give in to criticism risk facing backlash and losing support from the LGBTQ+ community, as it can appear inauthentic.
The North Face is a prime example of a company slaying how it handled its Pride campaign criticism. After facing backlash for its “Summer of Pride” collection, the face of which was well-known drag queen and environmental activist Pattie Gonia, the outdoor brand stood by its Pride activation. Instead of pulling the campaign, it issued a statement of inclusivity. “The North Face has always believed the outdoors should be a welcoming, equitable, and safe place for all,” the brand stated, noting that the Summer of Pride series is now in its second year and has helped “individuals from all backgrounds” experience the outdoors. “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.” Others should take note and have a reactive statement at the ready.
Lean Into Core Values
A brand that has always supported the community should remain true to its core values. Consumers tend to respond well to authentic brands. And it's not just external stakeholders to consider — employees want to know they work for a company that supports equality. A brand or company that decides to stay silent this year after showing previous years' support must consider the risk to brand credibility.
Remember the Data
In PR, we love data. Brands must remember that most of the backlash this year comes from smaller extreme groups. Recent data from GLAAD found:
53% of Americans expect CEOs to inform conversations and policy debates about LGBTQ+ rights
59% of respondents shared that they believe it would have a positive impact if businesses devoted resources to protecting LGBTQ+ rights
18-34-year-olds are nearly twice as likely to say, “Protecting the rights of the LGBTQ+ community should be a top priority for brands”
U.S. employees 18-34 are 5.5 times more likely to want to work for a company that publicly supports the community
Americans are twice as likely to buy from a brand that publicly supports LGBTQ+ rights
While a brand should never slap a rainbow over its logo to cash in on a moment, now is the time for companies to remain authentic to their values and the causes they support. Brands planning Pride campaigns must ensure they are thoughtful and remember there is a chance of backlash. As with any PR campaign, be prepared to address any criticism and remember consumers and employees are watching. Inclusivity is always the right move.
- Kyle Murray, Account Supervisor