Katie Burke, Hubspots Chief People Officer, posted a thoughtful LinkedIn post about how allies should think about Pride Month and support their LGBTQ+ peers. Consumers are well aware of that, which can mean theyre reluctant to engage with all but the very best Pride campaigns. Before you work with your design team to fill your campaigns with rainbows, take a step back and make sure youre taking the right approach. These efforts are led by Pride@ZS, a business resource group, and underscore the organizations overall commitment to diversity and inclusion. Lucy & Yak, a clothing brand based in the UK, supports the trans community specifically by sticking to one sizing system (instead of a binary mens and womens sizing system). In this email marketing example, Crocs effectively takes a three-pronged approach to Pride Month marketing: In the introductory text, Crocs sets the scene by explaining it wants to celebrate the uniqueness in everyone and stand up for people who are comfortable in their own shoes. Content Expert at teambuilding.com. Do I want my company to seem like, or to actually be, a safe space or ally? Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category . So many social media posts during Pride Month express a brands support for or commitment to the LGBTQ+ community, but not many go the extra mile to highlight the incredible stories that make that community so strong. The cookie is used to store the user consent for the cookies in the category "Performance". But some brands have navigated the minefield and delivered successful, impactful Pride campaigns that truly resonate with consumers. However, if you would like to, you can change your cookie settings at any time. But this year, the seasonal wave of corporate adulation for LGBT ideology has come with a few hiccups. If youre simply posting rainbow branded imagery or tweeting to get in on the important conversations happening this month, youre likely being disrespectful. They kicked off the month with a workshop on Gender and Gender Pronouns, and built on their learnings to develop guides on using pronouns at work and gender identity. Done right, Pride campaigns can drive sales, boost loyalty, and cement your status as a brand that cares about social justice issues. Companies exist to provide a service, not push their employees political opinions. Make it worth their while. Harry Winston, I am not gay, but if I were, I would be the first one running out of the closet. Dolly Parton, We are all doing drag. Another key part of Pride month is realizing theres still work to be done. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Build your lists and convert drive-by web traffic into customers. 7 min read. In 2021 alone, there have been over 250 anti-LGBTQ bills introduced in state legislatures across the United States, most of which specifically target transgender people and youth. About half of LGBTQ+ employees in the US are not out to their supervisors and 25% arent out to anyone at work. The Daily Signal depends on the support of readers like you. Despite major medical and educational organizations speaking out against the laws, several states across the country including Alabama, Arkansas, Mississippi, Montana, North Dakota, South Dakota, Tennessee, and West Virginia have signed such anti-LGBTQ legislation into law this year. These sayings are a simple but powerful way to show support and spread awareness. The company also held a number of events throughout the month to celebrate and raise money for different LGBTQ+ causes. And by choosing to donate 100 percent of net proceeds, Mavi is making it clear that its not doing this for the money. In an ideal world, BMW would focus on selling cars and not promoting LGBT ideology, but alas, it seems like its too difficult for modern businesses to focus on providing service. When hes not busy writing awesome content and building the Drip brand, he spends his time reading blog posts and listening to podcasts. In this Pride Month company post, they highlight their work with the community and their continued dedication to it: A post shared by Kent Lukey-Simes | Pastry Chef (@filigreepatisserie). Here are seven Pride Month email examples that get it exactly right. A brand must first and continually act in support of LGBTQ+ rights: speaking up in a way that makes sense for your brand and creates an actual impact in the community is far more important than social media-based lip service. What does this tell us about how to approach Pride Month marketing? Creating an employee resource group where LGBTQ+ members and allies can come together is a good start. Popular streaming service Hulu also leveraged their strengths in 2020 to bring LGBTQ+ focused stories to the forefront: As part of our celebration of #PrideMonth, were partnering with @Showtime to make The L Word: Generation Q and Work in Progress available to all subscribers. / Reading this article probably makes you think there are a lot of pitfalls to avoid in running a Pride Month email campaign. Its not a phobia. Sure, its obviously still a marketing campaign. While this outpouring of support is great in theory, it raises major questions about how big brands and corporations actually support the LGBTQ+ community once the rainbow products are taken off the shelf and Pride flags are stored away. Visit our library to install one of our pre-built workflows or for some killer marketing inspiration. 7 Inspiring Pride Month Email Examples 1. Be clear, specific, and transparent in any messaging you create to support your ;Pride Month initiatives. The spirit of Pride is needed this month and all year long. One of the biggest mistakes that brands make during Pride Monthor pretty much any awareness day or celebration, for that matteris to make it all about them. But this is a far more natural and authentic way to sell Pride-themed clothing than by employing a bunch of generic models. Acting with transparency is especially important when asking for monetary donations. But this can render consumers ambivalent toward once-powerful messages. Companies must create inclusive environments for their employees in order to ensure theyre happy, feel safe, and are able to work to the best of their abilities. SAP posted this one on National Coming Out Day in October, highlighting the fact that theyre thinking about Pride 12 months a year: As weve seen, Pride Month isnt the only great time to support the community; for the best brands, its a year-round priority. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". But opting out of some of these cookies may affect your browsing experience. / And if it doesnt, itll have to explain why. Celebrating Pride and showing your support for the LGBTQ+ community is not a trend and it shouldnt be treated as such. Its not enough to say LGBTQ+ folks are supported at your organization. As a consequence of the pandemic, large celebratory events at SAP were postponed yet again. They highlight that campaign in a beautiful way on their Instagram page: A post shared by P&G (Procter & Gamble) (@proctergamble). Here are 50 companies selling products to support pride month. Many of them donate a portion of their product sales to orgs that promote equality and provide resources for the LGBTQIA+ community: Other companies celebrating pride month? I know this is just a small sub-section of brands supporting pride month and the LGBTQ+ community year-round. The collection is divided into three parts: a line of clothing that benefits the ACLU, a line that benefits Equality Now, and a line that benefits the Human Rights Campaign. On Day One of Pride Month, Disney was hit with a sexual discrimination lawsuit, and the company has faced criticism for under-representing the LGBTQ+ Dont be ashamed. The company held fun events like a virtual art gallery, Pride movie discussion, and LGBTQ+ trivia to mark the occasion. The 2017 Edelman Earned Brand Study found that 51% [of consumers] will be more loyal buyers of a brand that speaks up, compared with those that remain silent. They also found that 48% will advocate for and defend a brand that speaks up. Also, according to Cone Communications, Millennials represent $2.45 trillion in spending power and are 60% more likely to engage with brands that discuss social causes.. We also use third-party cookies that help us analyze and understand how you use this website. As a marketer, it takes a lot of effort not to be all me, me, me. This year, members of the community are taking to TikTok to appreciate the attention to detail and representation in Targets 2022 Pride Collection: Now more than two years since the beginning of COVID-19, the world has begun to recover. Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors. Thats a lot of different LGBTQ+-friendly messaging in a single email. The message is loud and clear: LGBTQ+ employees and customers alike, we are with you. To sound off, please email letters@DailySignal.com and well consider publishing your edited remarks in our regular We Hear You feature. Here at RippleMatch, we also made sure to celebrate Pride all month long. Not just in June, but year-round. The Depository Trust & Clearing Corporation. Bean Box 4. As weve seen, you cant simply jump on a Pride Month bandwagon and expect an amazing response, because theres a major risk for backlash and more importantly, its important for your company to practice what it preaches. Only through our love and friendship can we create the illusion for the moment that were not alone. Orson Welles, If public figures came out of the closet, then the LGBT kids who saw them on TV would feel safe before they even knew why they felt dangerous. This should be sufficient evidence for brands: LGBTQ+ consumers are definitely aware of disingenuous marketing campaigns around Pride and are quick to call them out so much so that the term rainbow-washing was coined. Which is precisely what Levis does here: There are a couple of factors that make this an effective email. iRobot spent Pride Month working to further the organizations commitment to allyship and an inclusive workplace. Thankfully, it appears that Amazon isnt going to take the two books down. If not, then your brand should consider first and foremost its responsibility in driving community outcomes every day of the year. In honor of Pride Month, more brands than ever are donning rainbows its official symbol and launching their own Pride-themed campaigns and events in support of the cause. When youre dealing with anything diversity-related, its easy to fall foul of cultural appropriation. Before you dive into planning your corporate Pride initiatives, its incredibly important to get a wide range of employees involved in the process. They also highlight some of their customers on their social media accounts, as in this Instagram post: A post shared by Lucy & Yak (@lucyandyak). Its also important to host events around the year that reflect your LGBTQ+ team members, and uplift the voices of your LGBTQ+ employees, and put resources and dollars behind diversifying and educating your company. Stanley Black & Decker held Pride-flag raising ceremonies across the globe to raise awareness and celebrate their inclusive culture. A proportion of all Loud and Proud sales was donated to two small LGBTQ+ non-profits: Seattles Lambert House and Boises The Community Center. Back in February 2021, the company banned When Harry Became Sally: Responding to the Transgender Moment by Ryan Anderson, citing a new hate speech HubSpot sets this cookie to keep track of the visitors to the website. Consumer backlash against the commercialization of Pride and rainbow-washing, Pride Month social media posts that do it right, A small business dedicated to giving back, A Pride Month corporate message that comes from the right place, A company that supports the LGBTQ+ community during tough times, A corporate Pride month post at exactly the right time, A clothing brand that gets it right year-round, How to run a genuine Pride marketing campaign on social media, truly positive partner of the LGBTQ+ community, speaking up about social causes benefits them. We have created a resource guide with various ways to get educated, find and show support, and activate in solidarity with the trans community during Pride and beyond. Necessary cookies are absolutely essential for the website to function properly. I understand and agree to the Khoros Privacy Notice and Terms of Use. Our best articles, guides, and how-to magic. Here are some interesting ways companies celebrated Pride in 2021. And today, were taking a look at both. Some good Pride Month quotes for work include: These sayings work well for social media posts and emails, and help to motivate staff. Importantly, it does this by quoting the person in question rather than putting words into their mouth: Of course, this is still a marketing campaign, so after each story, theres a subtle call to action prompting readers to shop the look. Thats smart because inevitably, a lot of brands will donate to similar organizations. Period. A social responsibility program to help organize and take steps to demonstrate clear support for the LGBTQ+ community. This cookie is set by GDPR Cookie Consent plugin. LinkedIn sets this cookie from LinkedIn share buttons and ad tags to recognize browser ID. Pride Month and Pride Day are not mandatory. By clicking Stay Informed, I would like to receive marketing information from Khoros via email and/or phone. Before publishing Pride-related content, ask yourself, am I adding value to this conversation? Also made sure to celebrate Pride all month long Lambert House and Boises the community pride month statements from companies at both way. All month long LGBTQ+-friendly messaging in a single email two small LGBTQ+ non-profits Seattles. Pride is needed this month and the LGBTQ+ community year-round doing this for the community. For the cookies in the US are not out to their supervisors and 25 % arent out anyone... The seasonal wave of corporate adulation for LGBT ideology has come with a few hiccups linkedin share and... 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Provide a service, not push their employees political opinions of generic models every day of the pandemic, celebratory...
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