How To Avoid Rainbow-Washing In Your Pride Marketing Efforts

Rainbow logo: check. Here's what else you should consider.

I get pitched a lot by publicists, agents and agencies for this column. Because I often use the behavior of certain people or companies as a jump-off point for articles, it makes sense that PR professionals would seek out similar coverage for their clients.

Publicists and account reps have many different resources for building their network, and an increasingly popular approach is to join and participate in online communities such as PR-focused Facebook groups. I’m in a few of these myself to stay informed, and the other day I saw a passing post that mentioned some new LGBTQ-related research. I’m always interested in seeing and referencing new data-backed studies, so I commented and asked for the press release.

I thought I wrote “Feel free to send that report my way.” But from the looks of my inbox the past few weeks, perhaps I blacked out and actually said something more along the lines of “Open Sesame!”, because the number of pitches I’ve received lately has been bonkers.

Brand after brand has forwarded me their “revolutionary” new campaign in which they’ve printed a rainbow version of their product and are giving a portion of proceeds to an LGBTQ-focused charity. I’ll certainly never turn my nose up at a company’s charitable giving efforts. But I’m also worried. For many of these companies, a rainbow version of their product for the month of June feels both performative and — dare I say it — lazy.

We know that we exist. So we want to see more than awareness in your pride marketing; we want to see allyship and innovation. Here are a few ideas on what that could look like — and why companies should care.

Consumer psychology has changed

Consumers increasingly look to where a brand stands on topics of social justice to determine their loyalty. Your customers and clients want to follow your company and buy your product not only for what it does, but also for what you stand for.

We all like to purchase from companies that get us. And according to polling data from Gallup, the roar of both the LGBTQ community and economy is only getting louder. Highlights from that data include:

  • 5.6% of Americans identifying as LGBTQ, up from 4.5% in 2017,

  • 9.1% of millennials identifying as LGBTQ, with about half of that population identifying as bisexual, and

  • Nearly 16% of gen Z identifying as LGBTQ, with 72% of that population identifying as bisexual. 1.8% of Gen Z identifies as transgender.

Translation? Queer people exist, and younger people identify as queer in greater numbers. Oppression efforts continue to run rampant, so we need your help.

As of this writing, 17 anti-transgender bills have already been signed into law this year, per a press release from the Human Rights Campaign. The impact these bills will have on trans youth is staggering; a University of Arizona study found that trans youth experience far higher suicide attempt rates, but an affirmation of their identity and pronouns by parents can greatly reduce this number.

Financial data on the LGBTQ community also paints a complex picture. Mainstream stereotypes depict queer people as lavish and fabulous. But overall, LGBTQ people are more likely to experience socioeconomic inequality, according to a demographics report from UCLA.

As you create awareness for the LGBTQ community during pride month, take time in your messaging to give context. Share with your audience about the current challenges we face as well as where your company stands.

How to attract loyal customers who promote you on their behalf

If pride marketing feels like walking on eggshells this year, here are a few steps you can take that are largely guaranteed to make a difference.

  • Hand the microphone over. Instead of rainbow-washing a community’s needs, partner with a community leader who can speak to important issues in an informed, compelling way. Influencer marketing is still a slippery slope, but spokespeople have been a tried-and-true visibility tactic for decades. The approach is win/win.

  • Do something outside of June. If you’ve missed the opportunity to promote pride in June… there are LGBTQ-related awareness days throughout the year. Your campaign is less likely to get caught in the rainbow-washed echo chamber that is June, too.

  • Go local. GLAAD’s Media Reference Guide includes a directory of community organizations to spotlight and be aware of. What are your local organizations, and how can you encourage supporting them? These grassroots initiatives often make an immediate impact and can literally save lives.

The LGBTQ economy continues to grow, and as a result the pride marketing landscape is changing. Instead of phoning it in, use marketing dollars to spotlight issues that truly matter to your customers. Challenge yourself to zig when others zag, and you’re more likely to command our market’s attention for months and years to come.

Internet Explorer Channel Network
News Related

OTHER NEWS

Texas Instruments (TXN) Outpaces Stock Market Gains: What You Should Know

Texas Instruments (TXN) closed the most recent trading day at $201.29, moving +0.96% from the previous trading session. This change outpaced the S&P 500’s 0.3% gain on the day. – ... Read more »

Alpine Income (PINE) Q3 FFO and Revenues Surpass Estimates

Alpine Income (PINE) came out with quarterly funds from operations (FFO) of $0.37 per share, beating the Zacks Consensus Estimate of $0.35 per share. This compares to FFO of $0.35 ... Read more »

Want to Become a Millionaire? Follow Warren Buffett's 4 Rules.

How many entrepreneurs are as confident now as they were before the Covid-19 pandemic began? Yes, we know the majority of the S&P 500 are companies that began in down ... Read more »

Capstar Financial (CSTR) Surpasses Q3 Earnings and Revenue Estimates

Capstar Financial (CSTR) came out with quarterly earnings of $0.59 per share, beating the Zacks Consensus Estimate of $0.50 per share. This compares to earnings of $0.43 per share a ... Read more »

Airlines should give flight attendants 10 hours of rest between flights: FAA

© The Hill Airlines should give flight attendants 10 hours of rest between flights: FAA The Federal Aviation Administration (FAA) suggested on Thursday that flight attendants get 10 consecutive hours ... Read more »

Video: Marine veteran disarms gun-wielding suspect at Arizona gas station

A Marine Corps veteran thwarted a would-be robbery, disarming a juvenile gunman at a gas station in Arizona on Wednesday, according to authorities. Yuma County Sheriff's Office shared video showing ... Read more »

FDA authorizes emergency use for Moderna and J&J booster shots and greenlights 'mix and match' doses

The Food and Drug Administration announced on Wednesday that it gave emergency use authorization for booster shots of the Moderna and the Johnson & Johnson COVID-19 vaccines. The FDA also ... Read more »

Heroic, BIG, and FURIA enter $20 million partnership with ESL

© Provided by Dot Esports Heroic, BIG, and FURIA are now official partners of ESL, one of the biggest tournament organizers in CS:GO esports, ESL announced today. The three organizations ... Read more »

Iowa Teacher Sentenced to 24 Years in Prison for Sexually Exploiting, Recording Student

© Provided by Law & Crime Abraham Christopher Smith mugshot Abraham Christopher Smith (courtesy Polk County Sheriff’s Office) A former high school teacher in Iowa is headed to federal prison ... Read more »

‘God Told Me to Do It': New Jersey Man Allegedly Killed Grandfather with an Axe, Believed the Elderly Victim Was a ‘Monster'

© Provided by Law & Crime Jason D. Vicari Jason D. Vicari Authorities in New Jersey have arrested a 21-year-old man accused of murdering his grandfather with an axe. He ... Read more »

More birds are getting whipped around in stronger hurricanes, study finds

For hundreds of years, people have witnessed birds being drawn into hurricanes and historical records dating back to the 1800s include observations from sailors that noticed the exhausted animals landing ... Read more »

Former Carlyle Group CEO could knock Democrats out of Virginia's governor's office. Here's what to know

Without any other hotly contested big races this fall, all eyes are on Virginia as Democrats try to weather a decline in President Joe Biden’s approval ratings.  Former Gov. Terry ... Read more »

SL Green (SLG) Q3 FFO Surpasses, Revenues Miss Estimates

SL Green Realty Corp. SLG delivered third-quarter 2021 funds from operations (FFO) per share of $1.78, beating the Zacks Consensus Estimate of $1.58. Further, the reported figure compares favorably with ... Read more »

Bookingjini Raises $1.2 Mn From Mumbai Angels Network

Mumbai Angels Network, a startup investment platform for early-stage venture investments, announced to have invested $1.2 million out of a total investment of $3.3 million in Bookingjini, a hospitality SaaS ... Read more »

Crown Castle (CCI) Surpasses Q3 FFO and Revenue Estimates

Crown Castle International Corp.’s CCI third-quarter 2021 adjusted funds from operations (AFFO) per share of $1.77 surpassed the Zacks Consensus Estimate of $1.72. Moreover, the figure came in 13% higher ... Read more »

Having More than Once Source of Income Can Make You Rich. Here's How to Make it Happen

Did you know that really rich people rely on several sources of income — not just one?  Depositphotos.com contributor/Depositphotos.com – MarketBeat The reality is that a total of 54% of ... Read more »

Old Second Bancorp (OSBC) Q3 Earnings and Revenues Surpass Estimates

Old Second Bancorp (OSBC) came out with quarterly earnings of $0.29 per share, beating the Zacks Consensus Estimate of $0.28 per share. This compares to earnings of $0.34 per share ... Read more »

Edtech Startup Questt Raises $6.75 Mn In Series A Fund

Questt, an edtech startup, focused on improving learning outcomes by enabling predictive and adaptive learning, on Thursday announced that it has raised $6.75 million in Series A funds. The round ... Read more »

3 Transportation Stocks That Could Deliver Big Gains

As we head into earnings season again, one of the things investors are going to hear over and over again is how supply chain issues are impacting all different types ... Read more »

CSX Surpasses Q3 Earnings & Revenue Estimates, Shares Gain

CSX Corporation’s CSX third-quarter 2021 earnings of 43 cents per share surpassed the Zacks Consensus Estimate of 38 cents. The bottom line surged 34.4% year over year owing to higher ... Read more »

Risk-management Platform Rubix Data Sciences Raises Funding From Cactus Venture Partners

Cactus Venture Partners (CVP), a purpose-driven, early growth stage venture capital fund has announced pre-Series A investment in Rubix Data Sciences, technology and analytics-driven B2B risk management and monitoring platform, ... Read more »

Doyobi Raises $2.8 Mn Pre-Series A Led By Monk's Hill Ventures

Doyobi, a provider of STEM teaching resources and teacher professional development to schools through its virtual learning environment (VLE), recently announced it has closed a $2.8 million Pre-Series A round ... Read more »

ID Verification Company IDfy Raises INR 86 Cr From TransUnion And Blume Ventures

IDfy, a Mumbai-based ID verification and onboarding solutions company, on Thursday, announced to have raised an investment of INR 86 Crore in its Series D round of funding led by ... Read more »

Facebook To Get a New Name: Report

Amid intense scrutiny over its business practices, Facebook is planning to change the company name to reflect its focus on building the metaverse, reported The Verge.  Pexels Chief executive officer, ... Read more »

Twilio Expands Into Marketing With First New Product Born Of $3.2 Bn Acquisition Of Segment

From the patio of his house on a hill in San Francisco’s Noe Valley, Twilio chief executive officer Jeff Lawson gestures toward the massive Salesforce Tower that dominates the downtown ... Read more »

NFT: Playboy releases its new ‘Rabbitars' non-fungible token collection

Photo by: Playboy Press Release Playboy already released its first NFTs last spring, and it was the Liquid Summer collection that was made in collaboration with Slimesunday, a digital collage ... Read more »

A pitch deck for Trump's new company claims he's going to build rivals to CNN, Disney Plus, and Netflix

© Provided by INSIDER Former President Donald Trump is the chairman of the Trump Media and Technology Group (TMTG), the company behind TRUTH Social. Michael M. Santiago/Getty Images Trump’s new ... Read more »

An Edtech Startup Taking Digital Entrepreneurship To New Heights

In a world where hardships exist at every point in life, dreams can feel like they are getting out of grasp. Every individual starts her path, keeping a goal as ... Read more »

The Influencer Marketing Industry Takes Its Next Evolutionary Leap

In New York City, the social scene is ingrained into the culture of the city. As a global destination for many professionals, New York attracts newcomers not just from a ... Read more »

Revenue-Based Financing: The New Kid On the Block

India’s startup ecosystem is evolving as we speak, with newer business models coming to fore every day. To match up to the pace of innovation, the business of venture funding ... Read more »

Former Virgin Galactic Test Pilot Heads to Blue Origin

Mark “Forger” Stucky was the lead test pilot for Richard Branson’s Virgin Galactic for six years and piloted the first flight on the company’s SpaceShipTwo, which reached the edge of ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic