Pride marketing’s under threat. Can agencies help marketers hold the line?

Standing by previous Pride commitments is undoubtedly the right course of action morally. But as they come under pressure from outside influence or conservatism inside their organization, marketers will likely need to evidence the business case for such activations and strategies. Can agencies help them prove support for Pride is the correct stance commercially as well as ethically?

We asked experts at network and holding company agencies, plus industry advocacy group Outvertising, for their take.

How do you solve a problem like… making Pride marketing meaningful?

Cassius Naylor, co-director of advocacy, Outvertising: “Let’s be clear: inclusive copy and rainbow logos alone do not change the world. They don’t make queer people safer or our lives fairer and more prosperous. Everyone knows how to talk the talk these days, but meaning comes in walking the walk. So the prescription for real impact is simple: stand firm in your action.

“Campaign, lobby, agitate and caucus for the LGTBQ+ community. Use the strength of your investment and divestment to empower social justice and disempower those who are profiting from hate-mongering and disinformation. Real allyship is an act of courage.”

Sam Williams, head of strategy, AMV BBDO: “Pride Month isn’t just a celebration, it still plays an important political role – especially when the cultural discourse around LGBTQ+ equality feels like it’s sliding backward. Not all queer people are safe and even in the UK equality for all parts of the community remains a distant goal.

“For years brands have painted over these ‘formalities’ with ‘rainbow washing’. While this was only a veneer of support, it did undeniably help spread awareness and I still believe that the more representation we see the better. Now, as anti-LGBTQ+ sentiment grows, it’s our job to help clients push beyond the rainbow to show proper diverse depictions of the community in partnership with proper brand allyship. Actively support your LGBTQ+ employees. Be more vocal in supporting LGBTQ+ equality legislation. Support transgender and non-binary community members. If you want our money, it’s time for you to take a stand.”

Michael Carter, production lead and senior associate director, EssenceMediacom: “Brands need to understand their relationship with LGBTQ+ people to ensure they can talk about Pride with integrity. From workforce representation to procurement policies, they must live the values they include in marketing campaigns. Crucially, supporting LGBTQ+ people is not a seasonal choice: every Pride campaign should have foundations of long-term, consistent support. Brands have a crucial role to play in pushing forward with positive and authentic representation of LGBTQ+ communities. Now is not the time to stand still, or worse, go backward. Now more than ever LGBTQ+ communities need the support of brands. From signing Outvertising’s pledge calling for brands to stand with the community, to preparing the brand to stand their ground throughout their activities, marketing plays a vital role in upholding solidarity with LGBTQ+ people.“

Nikos Filippakis, campaign partner, Oliver: “To make pride marketing meaningful, brands should go beyond superficial gestures and aim for positive outcomes. This requires moving beyond rainbow-washing and focusing on genuine support for the LGBTQIA+ community. Tokenistic campaigns during Pride month should be replaced with year-round inclusivity efforts. Brands must forge authentic connections with the community and become true allies. By setting KPIs that prioritize genuine engagement and impact, brands can demonstrate their commitment and ensure meaningful contributions. This approach resonates with the LGBTQIA+ audience, addresses skepticism surrounding Pride marketing and promotes authentic representation of brand values.”

Paul Phillips, strategy director, OMD UK: “As a strategy director, I’ve had lots of conversations with clients about how their brand should show up in Pride month. As a proud gay man and co-chair of OMG UK’s LGBTQ+ Advisory Group, I respond from the heart: look within your business and ask if you deserve to show up. Do you have balanced representation from the LGBTQ+ community at all levels? Do your LGBTQ+ employees get the opportunities that other employees have? Is there a noisy culture of allyship? If not, step down. Brand engagement during Pride month should be a celebration of all you’ve achieved for the community in the other 11 months of the year. Get your LGBTQ+ employees and allies to evangelize about those year-round initiatives. If you’re struggling to find those evangelists, get off the rainbow bandwagon.”

Sophia Newman, co-lead, Unite (Wunderman Thompson’s LGBTQ+ Community): “Pride goes beyond fun and fabulousness. To create impactful Pride campaigns, it is crucial to delve deeper and remember the essence of Pride month. Listening to Queer individuals from diverse minority groups is a powerful approach. Including Queer people of color in marketing is vital as it gives a voice to a population that is often overlooked. We hold a unique position in advertising to influence society and initiate conversations. Representation in advertisements is especially important for Queer kids and teenagers, offering them a sense of identity. So let’s utilize our knowledge, influence and experience to guide our clients and support their genuine engagement with the LGBTQ+ community throughout the year.”

Eric Tsytsylin, partner, brand strategy, Lippincott: “LGBTQ+ equality is not a brand marketing issue; it’s a human rights issue. And that means the people who lead and work for companies must deeply understand, believe and act upon the needs and challenges of the community before we get to any discussion around external activations or proclamations of support.

“Though we often humanize them, brands can’t have thoughts, feelings or opinions. But the individuals who comprise them do and it’s glaringly obvious when a marketing campaign or public statement – however well-intentioned – is grounded in a superficial or misguided understanding of the people it’s meant to engage. For brands and humans alike, external connection stems from internal conviction. Or as RuPaul reminds us: “If you can’t love yourself, how in the hell are you gonna love somebody else?”

Davianne Harris, managing partner, chief client officer and head of the Equitable Futures Practice, Sparks & Honey: “As brands navigate Pride month – and engaging with LGBTQ+ audiences more broadly – it’s critical that they reflect on their core values and act with intention. Instead of joining a trending conversation, brands must consider the role they play in culture.

“The best Pride campaigns come from brands who don’t wait until Pride month to engage with LGBTQ+ audiences. They aren’t trying to be clever or provocative, but rather are involved in the conversation year-round and are unwavering in their support. Ben & Jerry’s continues to be a popular example of a brand doing it right. It is known for its limited-edition flavors during Pride month, but have consistently shown up as LGBTQ+ advocates.”

Want to join future debates – or think there’s a different question we should be posing the industry? Let me know: sam.bradley@thedrum.com