Marketing and Pride Month: the best campaign is consistency

However, year after year the question persists, are Pride marketing campaigns really supporting the community in favor of diversity or mere opportunism? Companies must respond to this with actions if they decide to carry out a campaign to promote values in commemoration of Pride Month. Because yes, the relationship between marketing and Pride Day goes far —far— beyond putting bright rainbows in logos.

This shows the historical and transcendent importance of the Pride Month. It is a date to reflect and act in order to build a society where all people can live in freedom, with respect and the right to enjoy love.

So, what is the relationship between brands and the struggle of the LGBTQ+ community? Modern brands know the importance of connecting with their audience from a more human view, which is why they tie their communication to their values. This is good if those values are actually carried out by the company at all times and places, but unfortunately this is not always the case. That’s why there is a lot of controversy between marketing and Month Pride every year.

Year after year, brands paint their social networks with the flag of the LGBTQ+ community, launch commemorative products or messages talking about respect for diversity. This does not mean that marketing campaigns are a social and advertising mistake. The problem comes when brands are not consistent between their speech during Pride Month and their actions for the rest of the year. In Mexico, one in two people are not open in their work about their sexual orientation or gender identity for fear of discrimination or harassment.

For example, at the end of last year, Six Flags discriminated against a gay couple for kissing inside its facilities, alleging that it violates the “family atmosphere” of the amusement park. The news spread on social networks and other media, so the next day the company issued a statement apologizing to the LGBTQ+ community. Even the Mexican Council to Prevent and Eliminate Discrimination (Conapred) issued a report to follow up on this discriminatory act and ensure that it doesn’t repeat. Those are the facts, but in their communication, website and social media, the company presented itself in favor of inclusion and diversity.

This situation is a clear example of the value that consumers now give to the coherence in companies. If the audience does not connect with the corporate values, there is no way to relate to them in any way.

• What values define the brand?

• Are these values seen in internal and external processes?

• Is our work team inclusive?

• Are there protocols in the event of a case of discrimination or harassment in the workplace?

• Are values such as respect promoted among our team or are there prejudices sought to be eradicated?

• Are themes such as inclusion, gender equality, freedom of expression and diversity present in the brand’s messages?

Knowing and reflecting on this is essential to determine what is the best way to carry out some type of campaign, message on social media or product. This will prevent the result from being the opposite of what was expected and the brand image from being seriously damaged. 

Brands and their communicative reach can take positions regarding issues that concern societies, but always with consistency and respect. The marketing team is responsible of putting into the table the importance of acting, both internally and externally, in accordance with the values promoted by the brand. Respecting diversity and building spaces of freedom for all people throughout the year is the best campaign to commemorate Pride Day.