Businesses across all industries make a concerted effort during Pride to step up their marketing efforts to appeal to the LGBTQ+ community and their allies.
With the end of June meaning the end of Pride month, Premise asked our Contributor network to tell us which businesses came across as being the most authentic. We wanted to know which businesses they felt truly support and honor the Pride ideals of love, diversity, and inclusion.
We asked 635 of our Contributors in the US to share their thoughts. From Coca-Cola to Nike, here’s which brands are viewed as the most supportive allies to the LGBTQ+ community during Pride Month, according to our Contributor community:
Coca-Cola
Coca-Cola goes beyond just creating Pride-themed products for a month. The company has long protected employees from discrimination based on sexual orientation and gender identity and expression:
- They have scored 100% on the Human Rights Campaign’s Corporate Equality Index every year since 2006.
- They have an active LGBTA (Lesbian, Gay, Bisexual, Transgender and Ally) Business Resource Group
- They support many LGBTQI-focused organizations and programs in the communities —from the Gay & Lesbian Victory Fund to The Trevor Project.
Adidas
Adidas released a 2021 “Love Unites collection”. Though not tied to product sales, Adidas is supporting Athlete Ally, which champions LGBTQ inclusion in sports, and Stonewall through financial contributions and the development of long-term sustainable programming.
McDonald’s
McDonald’s launched a multichannel campaign in support of the LGBTQ community, Titled “Livin’ It,” the effort through Pride month. It included digital video ads, a virtual party and media sponsorships. McDonald’s also provided media sponsorships for Out Magazine’s Out100 series, which highlights the year’s most influential members of the LGBTQ community. Here, you can see the fast-food chain doubling down on inclusivity by expanding its investment in diverse media.
Nike
In the words of Nike, “Behind every flag is a story of self-discovery waiting to be told. This Pride month, we’re celebrating all the stories, identities, and orientations that find freedom in movement as we work towards creating a more inclusive future.” As part of their Pride Month celebration this year, they have donated $500,000 (through grants of $25,000 each, administered by the Charities Aid Foundation of America) to 20 organizations that are advocating for and advancing the LGBTQIA+ community. Each of this year’s grant recipients — organizations with a focus on advocacy in sports, creating safe spaces and elevating the history of the LGBTQIA+ community — are helping to create a more equal playing field for all.
Victoria’s Secret (Pink)
This Pride month, PINK by Victoria’s Secret, partnered with Campus Pride, the national nonprofit dedicated to building future leaders and creating safer spaces for LGBTQ people on college campuses.PINK by Victoria’s Secret’s partnership includes a $100,000 contribution to Campus Pride, and Campus Pride messaging in their customer-facing communications and window displays in stores across the country. Campus Pride will also offer its resources to PINK’s network of campus representatives, elevating their understanding of the issues facing LGBTQ people on their campuses and beyond.
Abercrombie & Fitch
Abercrombie & Fitch co-created this year’s Pride collection with The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for LGBTQIA+ young people. In support of Pride 2021 and our ongoing partnership, Abercrombie & Fitch Co. is donating $200,000 to The Trevor Project. To date, they raised over two million dollars for The Trevor Project.
Target
This is Target’s 10th year supporting GLSEN and its mission to create affirming, accessible and antiracist spaces for LGBTQIA+ students. They made a $100,000 donation and also continue to support local, regional and national LGBTQIA+ organizations throughout the year including the Human Rights Campaign and Out & Equal with donations and volunteer hours from their team members.
Kellogg’s
In celebration of Pride month, Kellogg committed to championing a diverse and inclusive workplace presented by the United Nations LGBTI Standards of Conduct for Business. They have become one of the first 150 companies to champion this commitment to inclusion, and are considered an ‘early adopter’ of this policy.
Throughout the month of June, their K Pride and Allies (KPA) teams in North America and Latin America sponsored and participated in Pride parades and celebrations. Kellogg’s also released a new “Together with Pride” cereal, launched in collaboration with GLAAD. The cereal resembles heart-shaped Froot Loops, and has an edible glitter.
Levi’s
This Pride, Levi’s created a collection with a call to action: “Respect all pronouns. Because to use someone’s pronouns is to see how they move through the world.” Levi’s also makes an annual donation to OutRight Action International, who works to advance human rights for LGBTQIA+ people all over the world.
Vaseline
Vaseline released a limited-edition product made in partnership with Switchboard LGBTQ+, a national helpline open 10am-10pm 365 days a year offering support for LGBTQ+ issues.
These ten brands stand out and were most notable to our Contributors for a number of reasons. Brands need to approach Pride not as a marketing moment to sell products and profit from LGBTQ people, but rather to use their platforms to support advocacy organizations in authentic and impactful ways.
Premise is helping brands across all industries better understand the effectiveness of their marketing efforts. Get in touch with us today to find out how we can help you get more out of your marketing budget.