Nate Brunk’s Post

Pride Month remains a controversial topic in social - aka do we post or do we stay quiet, but still 'support'. 🌈 Having recently celebrated my own gay wedding a month ago—an event I once thought impossible—I am continually saddened (though not surprised) by the abundance of hate in the comment sections of the brands I manage when we do share Pride Month content. Last week, Marketing Brew shared this article about 'Quiet Pride,' stating, "As attacks on the LGBTQ+ community escalate, loud and visible corporate participation in Pride remains important not just for a company’s image, but also for society at large." In my opinion, nowadays, it's more important to take the risk of potentially upsetting some people over issues like rainbow washing or losing a few customers, rather than not making your stance clear -- but it's also it's equally essential to back up words with action. Let me know if you've seen any strong Pride Month campaigns this year. 👇 #Marketing #PrideMonth #SocialMedia

Every year, we tell the same joke that Pride is over when the rainbow colored profile pics are swapped out at the stroke of midnight on July 1. But this year, the joke fell flat. Pride felt like a the elephant in the room no one wanted to talk about. So they didn't. Pride merch, products, social posts, influencer collabs, events, fundraisers... it all felt scaled back. And finally, this article from Marketing Brew came into my inbox and I felt validated. Whether it's the 2023 backlash against Bud Light and Target or the fervor of anti-LGBTQ sentiment among right-wing politics, corporations appear to be scared. Scared to offend one side or another and instead sitting on the fence. But with 28% of Gen Zers identifying as LGBTQ+, this tactic is a one-way ticket to irrelevance and mistrust. A quote from the article that really resonated with me: “it’s better to be wrong to some people and right to other people than to be wrong to everybody.” Why it matters on a bigger scale though? In an age where brands and culture are intertwined like never before, when companies step back from Pride, it's difficult not to feel like the culture is stepping back from us. Representation is lifesaving. Of course, it's not all doom and gloom. There were countless campaigns that made a real impact this year. I think the Macy's x The Trevor Project campaign and American Eagle Outfitters Inc. gender neutral collection are great examples in the retail space. I don't mean to take progress for granted. In fact, the only reason I noticed this trend was because of the swelling support and progress made the last few years. I'm hoping this shows that progress can't be taken for granted. And I'm hoping 2024 is an exception and not the new rule.

Every year in June, companies across LinkedIn and social media splash a bright rainbow across their logos for Pride. And every year in July, their logos revert back to their brand colors, rainbows long forgotten, and often with them their commitments to the LGBTQ+ community. When companies support Pride and queer folks only when it's politically expedient or as a trend, it's called rainbow-washing, or sometimes pinkwashing. It's disingenuous at best, and sometimes it is actively hurtful, especially when those same organizations donate money to political candidates with active anti-LGBTQ platforms. You can read more about rainbow-washing and learn to distinguish real allies from trendhoppers here: https://lnkd.in/guN-KPyv

As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

🏳️🌈🏳️🌈 June 2024 seems quieter than in previous years. It’s sobering to see LGBTQ+ visibility during pride month actually go down (compared to 2022 at least) as brands seek to placate audiences who object to it. But I also remember the performative representation of years past, when it seemed like every brand would just slap a rainbow on their regular merchandise and sell it without actually engaging with LGBTQ+ causes and organizations (indeed, some were found to actually be supporting anti-LGBTQ+ organizations through political donations and other actions – a real dagger in the back, with serious reputational consequences). If corporate support for LGBTQ+ issues is quieting, I’m hoping visibility will be replaced by more substantive forms of support. There is, after all, lots of work still to be done in this area, and there's still a lot of popular support for it. Communicators should remember interested communities are paying attention to what they say and do, and groups who are betrayed will not easily forget it. With polarization at a high, brands have already been sorted based on the positions they’ve taken. They must stick to their guns and maintain their audiences or else risk losing all sides. Happy Pride, everybody. #PrideMonth #CorporateReputation #Purpose #Impact #LGBTQ+

This trend of brands steering clear of the LGBTQ+ community makes me nervous. Ignoring an entire group of consumer, especially one with a lot of disposable income, is never the right move. This year, "agencies report fewer projects and an overall lack of communication from clients regarding Pride Month plans." I've been seeing this too, and while many brands are moving toward a Pride 365 strategy, it's not enough of them. I get it, it's scary out there for marketers. According to new rankings from the annual Axios/Harris Poll 100, "Companies perceived as being overly focused on DEI — diversity, equity and inclusion — continued to see significant reputation declines around trust." Read the full poll results here: https://lnkd.in/gs6tBQhv What's the answer? It certainly isn't avoidance. #Pride #LGBTQ #marketingtrends #trends #media #advertising

Good for Macy's. As I've been sharing this year again and again, the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (ANA AIMM) 2023 study shows that standing with LGBTQ is the better business decision: the vast majority of consumers are in favor of LGBTQ equality, LGBTQ inclusive marketing, and will walk away from brands when they cave. 👉 77% of the general population are comfortable with gay and lesbian representation in ads, while 22% are not comfortable 👉 74% of the general population are comfortable with transgender representation in ads, while 26% are uncomfortable 👉 Four in 10 consumers show greater motivation to support brands that take LGBTQ+ marketing efforts; three in 10 remain neutral 👉 For every consumer supporting brands that back down from LGBTQ+ advertising, there are 1.8 consumers who would withdraw support from brands that acquiesce to anti-LGBTQ+ attacks 👉 Consumers are twice as likely to withdraw support for a brand that scales back its LGBTQ+ advertising due to criticism, with women being 40% more likely than men to withdraw their support 👉 50% of non-LGBTQ+ self-identified allies would withdraw support from brands that back down from inclusive advertising efforts due to criticism More on the ANA study here: https://lnkd.in/eg42KqiX https://lnkd.in/gvSMuS7t

Pride Month is days away, but this year there seems to be a strategic silence from many brands. While avoiding performative activism is a good thing, is this retreat a sign of progress or regression? 🤔 On the one hand, brands are wary of missteps after facing backlash for past Pride campaigns that rang inauthentic. This could suggest a growing focus on genuine LGBTQIA+ inclusion throughout the year, which would be a positive development. I am a bit too cynical to believe in this take, personally. Silence is its own form of message. Especially given the continual attack on trans rights, with anti-trans laws being passed across the country nearly daily. By withdrawing from Pride altogether, brands risk alienating LGBTQIA+ consumers and signaling a retreat from the hard-fought gains made in recent years. To me, this shows that for some companies, support of my community is only given when it is convenient. The key is to strike a balance. Brands can celebrate Pride authentically by amplifying LGBTQ+ voices and creating spaces for genuine connection, not just during Pride but all year round. 🌈 #PrideMonth #DEI #AuthenticMarketing

Thanks to Hugo Greenhalgh and Openly for this piece on our new report, "The Investor's Guide to LGBTQ+ Inclusion"