PRIDE campaigns are top of mind this year more than ever – in fact, headlines focused on branded campaigns have increased 28% compared to 2022 and 44% compared to 2021. However, this year, brands that seemingly miss the mark are generating the most social media buzz.
Target and Bud Light dominated brand mentions this year, as critics argued they walked back their PRIDE campaigns. For instance, Target was mentioned in 23% of total PRIDE-focused headlines since June 1st. Further, terms like “virtue signaling” and “rainbow washing” were used in nearly 10% more headlines this year compared to 2022.
Before embarking on a branded PRIDE campaign, there are some items every brand should consider.
1. Create campaigns in collaboration with members of the community you are working to support.
UGG, makers of the famous boots and slippers, teamed up with a number of LGBTQ+ influencers and ambassadors to create a space where their voices are valued and acknowledged. The company partnered with TikTok creator and host Davis Burleson and other LGBTQ+ ambassadors for a first-ever digital campaign to “spread joy and contribute to safe-space storytelling rooted in sharing and support of the LGBTQ community.”
The first full episode of UGG’s digital series on TikTok generated 25% more “likes” than UGG’s platform average. Comments on Instagram generated a massive 260% above the brand’s average, as the LGBTQ+ community praised the activation.
2. Value the LGBTQ+ community and make that clear all year round – not just during a designated month.
Savage x Fenty, the brand founded by Rihanna, continues to set the standard for representation in apparel and beyond as it leans into its mission statement, which “embodies inclusivity and celebrates individuality.” With the exception of Black audiences (who continuously over-index with Savage x Fenty), self-identified LGBTQ+ audiences were the most vocal on social media during the latest Savage x Fenty runway show last November, which featured RuPaul Drag Race star Kornbread Jete and influencer Ricky Thompson.
Their 2023 PRIDE campaign features lingerie, bralettes, and underwear designed to outshine the gender binary year-round. The brand is also highlighting LGBTQ+ everyday changemakers on their owned social pages. Additionally, Savage x Fenty teamed up with Fenty Skin and Fenty Beauty to partner with Clara Lionel Foundation, which supports organizations that aid the LGBTQ+ community.
3. Authenticity is everything, especially for Gen Z audiences who grew up on social media and know if a campaign feels like a cash grab.
According to cosmetics maker NYX, 90% of LGBTQ+ gamers have been harassed about their identities online. In an effort to bring awareness to online bullying in the gaming world, NYX partnered with Twitch for their 2023 PRIDE campaign, Game Out Loud – which highlighted 5 LGBTQ+ artists who brought their favorite games to life with makeup. This campaign largely existed on digital platforms and featured famous makeup influencers/gamers expressing themselves, while giving props to their favorite games and characters.
Game Out Loud feels authentic and carefully crafted, as gamers who also self-identify as LGBTQ+ are highly represented on social media (outnumbering self-identified Parents, Hispanics, and more this year alone).
NYX’s Game Out Loud announcement generated 257% more comments on Instagram than the brand’s average, as NYX fans and Gamers alike praised the campaign.
4. Use the platform to spotlight and educate consumers on common issues faced within the community.
Adidas partnered with queer South African designer Rich Mnisi to create this year’s PRIDE collection, Let Love Be Your Legacy, which is aimed at promoting visibility to the many voices of the LGBTQ community in sports. Adidas is also partnering with Athlete Ally, which focuses on ending homophobia and transphobia in sports – a topic that’s dominated headlines this year.
The campaign also featured non-binary models showcasing the collection’s women’s swimsuits, which generated nearly 1K headlines. While the majority of these headlines shared both positive and negative backlash from audiences on social media, Adidas remained steadfast in its initiative and proudly featured the models online.
5. Lastly, if a campaign generates criticism, it’s crucial to listen to the community the campaign has been designed to support and address it head-on.
This year saw an increasing number of brands face criticism for walking back their PRIDE campaigns and distancing themselves from LGBTQ+ influencers. Target, Bud Light, and Innocent Drinks all removed PRIDE-themed social media posts after receiving backlash. Starbucks was also accused of removing PRIDE decor following alleged customer complaints, while Target allegedly moved PRIDE displays to the back of the store after criticisms.
Since Target walked back its campaign after it was featured online and in stores, they ultimately drew heat from both sides of the political aisle – including the LGBTQ+ community and allies and self-identified Conservatives and Liberals alike.
The hashtags #TargetPride and #BoycottTarget have 68M and 85.2M views, respectively, on TikTok – to put this into context, a hashtag more generic like #TargetBeautyFinds has 62.9M views.
On the other hand, outdoor clothing maker, The North Face, is an example of a brand standing by its campaign despite political detractors. The company partnered with drag performer Pattie Gonia, which resulted members of Congress calling for a boycott of the company on Twitter. The North Face addressed critics head-on by releasing the following statement:
“Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.”
The company is also moving forward with a sold-out PRIDE celebration in Salt Lake City with Pattie Gonia. LGBTQ+ rights groups have praised The North Face for addressing the controversy head-on and standing in solidarity with the community.
Final Thoughts: These rules can apply beyond PRIDE! Consider them best practices across other DEI initiatives.
While all these elements are important for PRIDE branded campaigns, they’re also evergreen aspects that can apply to other DEI categories.