Stand up or sit down: are culture wars changing the way brands support Pride? | shots – Shots

Category: Culture Wars

Its that wonderful time of the year again.Rainbows are everywhere and much of the world takes a moment to celebrate the LGBTQ+ community.

Like clockwork, brands also look to show their support for Pride month with rainbow logos and branding. While, I admit, this has never been the most effective marketing tactic, advertisers now find themselves navigating a cultural and political landscape that is turbulent at best.

A month once celebrated in the corporate world, we are now observing even the loudest and proudest brands going silent amid boycotts strong enough to impact brand image and revenue even a year down the line, due to shifting political landscapes against LGBTQ+ communities in the US, and a growing backlash among fringe groups.

The threat of being the centre of a culture war means brands are rethinking their role in Pride. This could mean a shift from stand-out purpose-driven marketing back to a focus on value proposition and quiet campaigning.

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Stand up or sit down: are culture wars changing the way brands support Pride? | shots - Shots

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June 12th, 2024
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