Let’s explain the concept of pride month marketing from the basics. June is THE Pride month which means it provides a marketing platform to strong voices from across the globe.
To come together and show collective support and honor towards the LGBTQIA+ community. First, let’s explore the meaning behind this acronym to enlighten ourselves.
The first three letters of LGBTQIA+ deal with sexual identity. LGB denotes lesbian, gay, and bisexual.
The T in LGBTQIA+ can have several different meanings but generally deals with gender identity. Such as Trans, Transsexual, or Transgender.
QIA stands for questioning/queer, intersex, and asexual.
Overall, LGBTQIA+ means lesbian, gay, bisexual, trans, queer, intersex, and asexual. However, the plus sign allows the term to cover other subsects like allies, pansexual, androgynous, and polyamorous.
Now you must be wondering, when did June become Pride month?
When Does Pride Month End?
Well, to answer those questions, we have got some historical information for you!
It was formerly known as ‘Gay Pride.’
The term “Gay Pride” was given by Thom Higgins, a gay rights activist in Minnesota. Who further worked towards gay pride advertising in the future as well.
And Brenda H, a bisexual activist, also known as the “Mother of Pride”. For managing the first Pride march in New York City back in the 1970s.
She also created the idea for a week-long series of events around Pride Day. That further became the regular schedule of the annual LGBT Pride celebrations.
It is now held around the world every June. And it ends when the month ends as well.
However, Such campaigns must run throughout the year to ensure the progress of the public’s mindset!
This month is when people come together. And celebrate the honor and support the community of the LGBTQIA+ community and its allies.
LGBTQ Pride month offers a chance to celebrate, show support and raise awareness. For the rights and the real meaning of PRIDE!
It is a time to give all the love and respect back to the LGBTQ community. Through this much-needed LGBTQ Pride Month.
As individuals, we know how to show our support for actual pride month through public marches and parades.
PRIDE month amidst the Pandemic
We all know that we are in the middle of a pandemic right now. And even though no one will be on the roads this year to show support due to the COVID-19 restrictions.
— AMA (@AmerMedicalAssn) June 5, 2021
But we all know that June is still the month to stand in solidarity with the LGBTQIA+ community. And provide them with optimum Pride Month Marketing.
We still need to celebrate all lengths that the LGBTQ community has come across. And we need to recognize the challenges that are still there to overcome for them.
Large-scale, high-end brands and small businesses should do something to give back to this community.
Now that must have made you wonder how we, as a brand, regardless of how massive or tiny it is. Could play the role of enterprise brands in this year’s Pride Month?
Don’t worry, We’ve got your back!
PRIDE Parade Celebration And COVID- 19
For some of the members of the LGBTQI+ community, moving out from their houses is the only way they can be themselves.
As most of them do not feel at home as their safe space. Being in a lockdown due to Covid-19 with people who do not accept them has left them stressed and depressed.
Pride Month Marketing provides this community an opportunity to celebrate their identity and join in discussions with like-minded people.
As a brand, Pride Month Marketing offers a perfect chance to celebrate, show support and raise awareness of their rights on your social media channels. Want to engage more people on social media? Check our b2b social media marketing strategy!
While the world feels blue because of the pandemic, Pride Month is an excuse for people to enjoy, love, and accept each other.
Pride Month Marketing On Social Media
Pride Campaign on social media provides a grand celebration of freedom and expression. This pandemic year is an excuse for people to channel their pandemic sadness into virtual concerts, discussions, and meaningful conversations.
Most of the parades were either canceled or postponed due to the COVID-19 restrictions, and this is why the efforts to end queerphobia/homophobia were not put on hold.
Instead, live streams on social media, posts, debates, discussions, blogs, and even virtual conversations on social media platforms run impactful Pride Month campaigns.
Nowadays, Clubhouse has become a very accessible medium for queer-rights activism.
LGBTQIA+ activists have been using their social media reach to educate people on different orientations, gender pronouns, and the importance of acknowledgment of their existence.
On the other side, the members of the LGBTQ community have been coming out to their loved ones through channels like social media while announcing their gender pronouns.
The COVID-19 for Pride month has also led us to organize digital festivals through the internet to provide a safe space to the members of this community as a part of Pride Month Marketing.
This blog wants to encourage all kinds of businesses to get involved and give back to this community to show what Pride month means to us!
Successful Pride Month Marketing Strategy
While we focus on Pride becoming a revolutionary Pride Marketing month, or Pride Advertising month, It is also unfortunate that sometimes everywhere you look, there seems to be a rainbow-clad advertisement.
Which often makes the public forget the original goal of the Pride month campaign.
Around this month, we begin to notice that from bus stops to billboards, online ads, to a company’s logo on their social media profile, there is no lack of colors in branding the Pride month marketing.
It is a fact that Pride month is all about celebrating the LGBTQ community, but it is not all rainbows and sparkles for the members of this community.
They still face and experience exclusion and discrimination at workplaces, schools, and generally in our society.
Just by incorporating a rainbow logo and calling it an occasion will not help much!
Instead, We need to commercialize this vital month without backing it, with genuine support and action can turn away customers. The members of this community can easily spot your superficial show of support from miles away!
So, how do we show our genuine support to Pride campaigns?
How Do We Come Up With A Supportive LGBTQ Pride Marketing Strategy?
So, here are some points to remember from us while planning out efficient strategies for Pride Marketing Campaign-
- Avoid ‘rainbow washing’ your Pride month marketing campaigns.
- Make it apparent that your support of the LGBTQ+ community is not limited to one month or done as a means of commercialization.
- Ensure there is enough representation in the decision room.
- Envision campaigns that include the entire community.
- Embrace genuine support for the LGBTQ+ community.
- Create a zero-tolerance policy for derogatory and offensive jokes and comments towards the community.
- Make deliberate efforts and choose the correct language.
- Normalize experiences to reshape the narrative, change the conversation, which leads to lasting transformation.
Top Pride Month Marketing Campaigns
Unfortunately, Being gay or lesbian or just being a part of the LGBTQIA+ community is still illegal in around 70 countries worldwide.
Now that we are through with some critical Pride Month Marketing strategies, the question arises, Does a Pride month Marketing campaign exist? If Yes, then how do they work?
Well, We are here to throw some light on that aspect as well…
Top High-end brands such as McDonald’s, Oreo, Uber, Mercedes Benz, Nike, Apple, Netflix, Adidas, Reebok, Skittles, and others have framed strategies to engage the LGBTQ audience by spreading authentic messages of inclusivity.
- Launch schemes and offers to demonstrate an understanding of your audience and show how much they are valued, not just in a month but every year!
- With Apple and Netflix being the largest share of the LGBTQ community’s voice! While Apple is one of the few global companies whose CEO came out as gay in 2017.
- Since then, the brand has released various gadgets such as the Apple Watch Pride band and other Pride-themed devices to honor the LGBTQ community.
With such huge brands coming out in the LGBTQ community’s support and incorporating Pride Month Marketing Strategies. The public is now much more aware and supportive of them.
With this Pandemic year’s PRIDE month, which will be celebrated online primarily, just like last year’s.
Various Brands are investing in creative and innovative ways to showcase their support for the LGBTQIA+ community.
We shared some essential points to remember for your brand to extend a hand as well. Pride Month 2020 marked its golden jubilee: Since it was inaugurated in the 1970s.
With big brands trying to invest heavily in ads and sponsorships to express their support for the LGBTQ+ community to win over and attract new customers, Pride Month has become a powerful marketing engine.
Furthermore, this helps normalize the LGBTQ+ culture and adds the factor of being inclusive of them as a brand.
Among all the lockdown restrictions and safety measures for the COVID-19, The LGBTQ community will not properly celebrate Pride month like before.
Earlier, there used to be a massive gathering of around 1,500- 2,000 people parading around the streets to show their support for the community.
But, thanks to the technology in this digital era, we can still connect through social media channels. Most Pride campaign organizers have tried to bring the positive spirit and the aim of the celebration to online platforms due to the need of the hour.
Brands can also target audiences for Pride Month Marketing on digital platforms to grab more attention from visitors to their websites. Brands can target audiences by creating successful paid advertising campaigns on social media.
In the end, we would like to add a remark on our team’s behalf that, Everyone is worthy of love, respect, safety, and compassion, just like you are!
Love is Love!