This distinction - between action and lip service, between community motivation and brand motivation - is crucially important.īy now, brands understand that speaking up about social causes benefits them.
If a brand cannot speak to how it plans to directly support and advocate for the LGBTQ+ community, then it should not join trending social conversations or benefit from high engagement rates during Pride Month. If an advertiser is not a truly positive partner of the LGBTQ+ community, it simply has no business benefiting from it. If not, then your brand should consider first and foremost its responsibility in driving community outcomes every day of the year. Perhaps the most important question to ask yourself, as an enterprise brand, is not how to enter the Pride Month conversation, but whether you’ve yet established any lasting and genuine relationship with the LGBTQ+ community - both within your company and beyond your walls.
