Last month marked the 50th anniversary of Stonewall, the crucial moment in history that galvanized the modern gay rights movement. The world now celebrates the LGBTQIA community throughout June – widely known as Pride Month. Over the past 50 years, celebrations have grown and so have the influence of the community and support from celebrities, politicians, organizations and corporations alike. Now, we find ourselves in a time where the lines between celebration and capitalization can be crossed. Like any prideful community, folks are quick to call out campaigns that exploit, are disingenuous or superficial, which can result in backlash and potentially have a larger negative impact on the brand.
However, we’ve seen a lot of campaigns get it right – and all of them tie back to a larger effort that gave their message honesty and substance. Companies are vocally supporting gay rights legislation and policies, funding LGBTQ organizations and taking an outspoken stance on social media in support of the community. Here are just a few of our favorites:
- MAC Cosmetics supported more than 20 local Pride events this year including LA Pride and WorldPride NYC. The company also launched PSAs featuring LGBTQ celebs and donated $500,000 to GLAAD.
- IKEA was one of the first companies to include a gay couple in its ads back in 1994. This Pride season, the company is donating 100 percent of the profits from its rainbow-striped edition of the Kvanting shopping bag to support the Human Rights Campaign Foundation.
- Axe Body Spray captured headlines when it started clapping back against anti-LGBTQ comments on social media. Continuing its support, the company announced they will partner with the Anti-Violence Project which offers counseling and support to victims of hate crimes.
- Verizon is donating $250,000 to PFLAG National and released new videos as part of its “Love Calls Back” series, sharing stories of LGBTQ people reuniting with parents, family and friends.
As a passionate supporter of the LGBTQ community, I love seeing meaningful support from corporations in June. It’s even more powerful when that commitment is demonstrated year round. I’m proud to work for a company where everyone is celebrated, not just tolerated. #LoveIsLove