In recent years, Pride, a month-long celebration of being who you are and freely loving who you choose, has increasingly become a playground for businesses. These companies craft fun, creative, and impactful marketing campaigns to not only show allyship and support but also increase a profit margin here and there.
While it has become standard practice for businesses across various sectors to partake in Pride one way or another, there is a fine line between appreciation and appropriation, the latter often being labeled as 'pinkwashing.' Pinkwashing refers to superficial or insincere displays of support for the LGBTQ+ community, without any substantial follow-through. However, some corporations go far beyond the display of flags and rainbows that disappear come July 1st. These businesses craft thought-provoking campaigns that resonate and make a real difference to the LGBTQ+ community.
With Pride Month well and truly underway, we take a look at our favourite marketing campaigns of 2024 and beyond, that avoid stereotypical tropes and leave us wanting to join in on the Pride festivities.
Pride Month 2024 Campaigns So Far
Tesco: Standing Proud Together
Supermarket giant Tesco is set to support 20 Pride events this summer up and down the country including Pride heavyweights London, Brighton, and UK Black Pride. This is nothing new for Tesco as they are a long-standing gold member of London Pride and this year will become Premium Partners of Brighton Pride.
Celebrations aside, Tesco does more than support the festivities; To mark this year’s Pride festival and support the LGBTQ+ community, Tesco will donate £100K to LGBTQ+ charities Not A Phase, GiveOut, and Just Like Us, in addition to donating 5% of sales from its F&F Pride range to Switchboard, the national LGBTQ+ support line.
Grindr: Traveling the States in search of Pride
Taking a trip across the pond, Grindr kicked off West Hollywood Pride on the 1st of June with its 'Grindr Rides America Tour.' The tour promised visitors a chance to get a new profile pic, access onboard LGBTQ+ health resources, meet drag queens, and grab some free merchandise, among other attractions. The onboard health resources were provided by Q Care Plus, a community-focused care management solutions company that offers LGBTQ+, sexual health & wellness education and resources.
Lime highlights the need for ‘third spaces’ for the LGBTQ+ community
This month, Lime, the world’s largest shared electric vehicle company, is rolling out its most extensive global Pride campaign ever, across 14 cities around the world. The initiative 'Ride with Pride' aims to support the LGBTQ+ community by ensuring safe travel to their "third spaces'' using Pride-wrapped vehicles.
Third spaces have long been a crucial part of the community, with LGBTQ+-tailored cafes, parks, bars, and restaurants serving as havens where LGBTQ+ individuals can feel safe and confident to express themselves, free from judgment or prejudice. Lime's decision to tailor its campaign around these 'Third Spaces' and their importance could not be more topical, given that over half of London's LGBTQ+ spaces have closed between 2006 and 2022.
In addition to Pride Month activities, Lime promotes inclusivity within the company through its LimePride Employee Resource Group and ongoing support for LGBTQ+ causes.
Skittles: See The Rainbow
Skittles, a Pride campaign stalwart, is highlighting the interests, talents, and creativity within the LGBTQ+ community through a new campaign for 2024. The confectionery brand has partnered with GLAAD and Meetup to celebrate how connecting through real experiences can help everyone "See The Rainbow."
This year, Skittles has also released its long-standing annual limited-edition 2024 Pride pack, to showcase the vibrant individuals and groups that comprise the LGBTQ+ community. Additionally, for the fifth consecutive year, Skittles will donate $1 for every Pride pack sold (up to $100,000) to GLAAD, supporting their efforts to increase LGBTQ+ visibility through media.
Pride campaigns that stand the test of time….
Booking.com: Travel Proud Programme
Travelling as a member of the LGBT+ community comes with unique challenges related to safety and acceptance. Research conducted by Booking.com revealed that nearly half of LGBTQ+ travellers have experienced discrimination. To address this, Booking.com has developed an innovative ‘Travel Proud Programme’ scheme that allows hospitality industry members to train and receive certification on how to make LGBTQ+ travellers feel safe during their stay.
This programme educates professionals and accommodation providers about the challenges and dangers faced by LGBTQ+ individuals while travelling abroad. Additionally, Booking.com travels up north every August as the sponsor of our very own Manchester Pride.
Lego: The A-Z of Awesomeness
To mark Pride Month in 2022 Lego asked its LGBTQ+ fans to partake in an interactive experience by bringing their identities and family dynamics to life through creative self-expression, to raise awareness of the identities and families in such communities.
This wasn't the first Pride-themed marketing activity of Lego, however, and it’s a company that backs up these marketing tactics through substantial charitable donations, with upwards of 1 million going to new and existing LGBTQ+ organisations.
H&M – Beyond the rainbow
H&M's interactive ‘Beyond The Rainbow’ campaign set a new benchmark for Pride-based marketing campaigns. This initiative told real stories of the people and communities behind the rainbow, encouraging others to share their own experiences through an app. The app allowed everyday LGBTQ+ individuals to upload their authentic stories, which users could access by simply scanning a rainbow flag. This campaign was a master class in blending digital technology with emotionally compelling narratives.
Sainsbury: Freedom is…
Sainburys did a fantastic job of putting personal stories at the forefront of their 2021 Pride Month campaign, having released a compilation video of interviews with employees from diverse backgrounds. Recognised in both 2020 and 2021 by the British LGBTQ+ Awards as one of the Top 10 inclusive companies in the UK. The video campaign hits all the right marks as it does a great job of celebrating pride while also actively encouraging and supporting its LGBTQ+ staff on a deeper level.
Vote for Your Favorite Campaign
As Pride Month continues, we invite you to reflect on these incredible campaigns and vote for your favourite one. cast your vote below and let us know which campaign resonated with you the most, or if you’re favourite is missing from our list let us know. Happy Pride!
