The last few months have seen Pride events taking place all over the world. With them came a huge opportunity for brands to show their support for the LGBTQ+ community.
For some, it has been surface-level support; rainbow-adorned merchandise for June/July and then back to business as usual. But in 2019 there seem to have been more brands than ever looking to make a genuine commitment to support the LGBTQ+ community and push for progress, with marketing teams striking the right balance.
Here are a few we spotted along the way!
As NYC hosted WorldPride this year, Virgin Atlantic decided to create the UK’s first ever ‘Pride Flight’ to get people there. Staffed entirely by LGBTQ+ pilots and cabin crew, the flight was hosted by Tituss Burgess and generated a great amount of publicity for Virgin. But it’s what Virgin do all-year-round that stands out more. They are vocal about wanting to be “one of the friendliest LGBTQ+ companies in travel by empowering staff, educating customers and influencing suppliers”. They have long-term LGBTQ+ partners, a year-round commitment to inclusivity, and push holidays for everyone.
Adidas importantly chose to hire someone from within the LGBTQ+ community to create their 2019 campaign, as well as featuring LGBTQ+ figureheads in front of the camera. Gia Goodrich, the director and photographer of Adidas’ 2019 campaign “Love Unites”, is a gay woman of colour, and said “Giving creators like myself the agency to tell our own stories is powerful and how it should be done. I hope other brands pay attention and follow suit”.
Adidas’ Pride contributions aren’t tied to product sales. They have donated $250,000 to The Trevor Project in celebration of Pride.
Milk are a great example of how to build a strong partnership and keep the message true to your brand. For the third year in a row, they partnered with The Center in New York and donated 100% of net proceeds (up to $50,000) from the ‘Wear Your Pride’ set to help The Center achieve its mission.
‘Wear Your Pride’ is an extension of their tagline ‘Live Your Look’ so it felt really authentic. What’s more, Milk created some great video content that shows real people within the LGBTQ+ community using the ‘Wear Your Pride’ set in their own way (like the one above).
Converse’s Pride collection was born out of the company’s LGBTQ+ employee community and has been running since 2015. They have long-standing partners they support, rather than making one-off donations or choosing different partners each year. This year’s collection was the first to sport the Pride flag – it sparked some great social media posts too under #conversepride.
Although their United We Win range has only been available through their US site (boo) UnderArmour committed to progress in 2019 through a partnership that connects with why they exist as a brand – sports, and sports for all. 100% of the proceeds from this range are going to Athlete Ally, who want to eliminate homophobia and transphobia in sports by educating and activating athletic communities.
Arts and Theatre
It wasn’t just retailers who worked to show their support for Pride in 2019 either – these London events were organised to raise the profile of LGBTQ+ artists and themes, most of them free to attend and some donating profits.
If you want to explore impactful ways for your brand to engage with a cause that matters to you, get in touch – we can work with you to unlock authentic and meaningful campaign ideas that will resonate with your audience and stay true to your brand purpose.