Every June, brands around the world join to celebrate Pride Month — typically with rainbow logos and filters, flags, vibrant campaigns, and supportive messaging.
And while we love to see it, it’s also important to remember that Pride Month is more than just a filter or color palette — it’s a powerful reminder of the importance of visibility, inclusion, and support for the LGBTQIA+ community.
And in the world of marketing, it’s also an opportunity to do more than just jump on a bandwagon for 30 days. It’s a chance to actually use your platform to celebrate diversity, spark meaningful conversations, and align your brand with the values that matter to your audience.
Because here’s the truth: Today’s consumers can spot a performance from a mile away. And what they’re looking for from the brands they follow and spend their money on is authenticity. Not a sales pitch wrapped in a rainbow flag — real authenticity.
So, how do you create a campaign that celebrates, engages, and inspires without falling into the trap of rainbow-washing?
Today’s blog is here to help you out! Today, we’re exploring why Pride Month matters in marketing, the dos and don’ts of LGBTQIA+ representation, and how your brand can build inclusive strategies that last way beyond the month of June.
Let’s dive in!
Why Pride Month Matters in the Marketing World
Pride Month isn’t just a cultural celebration, it’s a moment of reflection, recognition, and responsibility for brands today.
In a world where authenticity drives meaningful connection and consumers hold brands to ethical standards, showing your support for the LGBTQIA+ community can’t be treated like a once-a-year marketing stunt.
If you’re going to do it, it has to be meaningful. And inclusive marketing isn’t just the right thing to do, it’s a smart business move too!
Here’s why Pride Month should definitely matter to marketers:
- Representation Builds Trust — Customers are more likely to support brands that reflect and respect their identity and values.
- It Strengthens Brand Loyalty — Meaningful inclusion creates emotional resonance, leading to deeper, longer-term relationships with consumers.
- Today’s Consumers Value Purpose — Especially Gen Z and Millennials, who expect the brands they support to take a stand on social issues.
- It Drives Engagement — Authentic Pride campaigns tend to spark more conversation, shares, and press — especially when they’re backed by action.
- It Highlights Internal Culture — Showcasing diverse team members and inclusive company practices helps attract top talent and boost employer brand perception.
When done right, Pride marketing isn’t just about colorful ads. It’s about aligning your brand with progress and creating campaigns that connect.
The Do’s and Don’ts of Pride Marketing
.png)
But before you launch that Pride campaign next week, press pause and take a moment to check your approach.
The goal is to support the LGBTQIA+ community through your marketing by showing up with care, intention, and action.
Here are some tips on how to do it right!
DO Center LGBTQIA+ Voices
If your Pride campaign doesn’t include LGBTQIA+ perspectives, then is it really about Pride? Or is it about your brand?
Because the most impactful campaigns are those that are built with, not just for the community.
Some tips:
- Hire LGBTQIA+ creatives, influencers, and consultants to lead the work.
- Share real stories from LGBTQIA+ customers, employees, or partners.
- Give credit and visibility to the people behind the message — not just the message itself.
Authenticity starts with collaboration. Let the community speak for itself and use your platform to give them that voice.
DON’T Rainbow-Wash
Rainbow-washing is when brands just slap a rainbow on their logo or packaging and call it a day.
And while it looks nice and it's meant with good intentions, if those intentions aren't backed up with action, it might just come off as performative. And your consumers will notice.
Here are some tips on how to use the rainbow respectfully:
- Don’t post a rainbow graphic if your internal culture isn’t inclusive.
- Avoid merch or campaigns that profit from Pride without giving back.
- Never co-opt LGBTQIA+ language or symbols just to drive engagement.
A real Pride campaign doesn’t just say, “We support you.” It proves it.
DO Make Long-Term Commitments
Pride isn't just a June activity that gets scrapped when the 4th of July comes along, so make sure your brand's support isn't either!
Brands that walk the walk all year round instead of just in June are the ones earning respect and loyalty from customers.
Here are some ways you can support the LGBTQIA+ community all year long:
- Partner with LGBTQIA+ nonprofits or donate proceeds to relevant causes.
- Implement inclusive workplace policies, benefits, and hiring practices.
- Celebrate LGBTQIA+ creators and milestones outside of Pride Month.
DON’T Use Stereotypes
Representation should reflect the real, diverse spectrum of LGBTQIA+ people.
Here are some tips to make everyone feel included:
- Avoid clichés, caricatures, or overly simplified portrayals.
- Don’t spotlight one person as your “diversity checkbox.”
- Represent a range of ages, body types, races, gender expressions, and sexual orientations.
True inclusion shows the full picture, not just the parts that fit a marketing mold!
Creative Pride Campaigns That Got it Right
It’s easy to say you support the LGBTQIA+ community, but the brands that show it with creativity, action, and authenticity are the ones that make an impact.
Below are a few standout Pride campaigns that got it right, and why they worked so well.
1. Skittles: “Only One Rainbow Matters”
%20(1).png)
If there’s any company that can really lean on rainbows in June (and year-round), it’s candy company Skittles. But every June, Skittles gives up its iconic rainbow-colored candies and switches to grayscale packaging.
The message?
During Pride, there’s only one rainbow that matters.
Why It Works:
- Going grayscale is a bold twist from their usually colorful “taste the rainbow” brand identity.
- June proceeds are donated to GLAAD, tying the packaging change to real action.
- The stripped-down design is such a departure from their usual packaging, it immediately sparks curiosity and conversation.
Takeaway: Don’t just add a rainbow — rethink how your branding can reflect support in a meaningful way.
2. Levi’s: “All Pronouns. All Love.”
.png)
Levi’s jeans has been releasing annual Pride collections every year since 2014.
In 2021, they launched a gender-neutral Pride collection “All Pronouns. All Love.” campaign, celebrating the diverse pronouns used by people across the gender spectrum and encouraging education around taht pronoun usage.
The campaign featured LGBTQIA+ models and shared their stories across video and social media platforms.
Why It Worked:
- It was authentic and focused on real LGBTQIA+ voices and their lived experiences.
- It offered inclusive sizing and genderless fashion.
- The campaigns reinforced the brand’s long-standing support of LGBTQIA+ rights, dating back to the 1980s.
Takeaway: Authenticity is stronger when it’s part of your brand and not just a seasonal statement.
3. Microsoft: “Pride Has No Borders”
.png)
In 2022, Microsoft launched its most global Pride campaign to date, “Pride Has No Borders.”
This initiative was a powerful and intentional response to challenges faced by the LGBTQIA+ community, particularly those in countries where it is not safe to live openly. Rather than focusing on celebrating Pride Month, the campaign instead focused on solidarity, safety, and visibility for LGBTQIA+ communities around the world.
Why It Worked:
- The campaign was centered around marginalized voices from countries that often go overlooked in the West.
- Combined storytelling, donation efforts, and employee participation.
- Reflected Microsoft’s broader mission around inclusion and access.
Takeaway: Pride marketing can educate, inspire, and advocate — not just celebrate.
4. Absolut: “Out & Open”
.png)
In 2022, Vodka brand Absolut partnered with the National LGBT Chamber of Commerce to support LGBTQIA+ bars and small businesses still struggling after COVID — vital spaces for community, culture, and connection.
Their campaign included fundraising, local partnerships, and storytelling to raise awareness for the community and their needs and provide real, tangible support.
Why It Worked:
- Addressed real economic needs within the LGBTQIA+ community.
- Supported underrepresented business owners with lasting impact.
- Blended brand mission with community empowerment.
Takeaway: Want to make your campaign matter? Tie it to real-world outcomes.
How to Create Meaningful Pride Campaigns
Anyone can add a rainbow filter to their Facebook profile; that's the easy part! But if your goal is to actually connect with the LGBTQIA+ community and build trust that lasts beyond the month of June, you can do more!
Meaningful Pride campaigns are intentional, collaborative, and backed up by real values. Whether you’re a big brand or a small business, here is how you can make your Pride marketing resonate and connect.
- Work with LGBTQIA+ Creatives — If your campaign is about the LGBTQIA+ community, make sure they’re part of the team creating it. Hire LGBTQIA+ writers, designers, and consultants to help shape the message. Representation behind the scenes is just as important as what people see in the final product.
- Support the Community in Real Life — Don’t just talk the talk — give back. Donate to LGBTQIA+ organizations, support local events, or find ways to make a difference in the real world. People want to know your campaign is actually helping, not just making noise.
- Share Real Stories — Let LGBTQIA+ people tell their own stories. Whether it’s a short video, a quote on social media, or a full campaign, real voices make your message more powerful and human.
- Be Thoughtful with Your Visuals — Rainbows are great — but there’s more to inclusive design. Use images that show a range of identities and experiences. Include different Pride flags, body types, races, and gender expressions. Avoid stereotypes or clichés.
- Make Sure Your Inside Matches Your Outside —Before you launch a campaign, take a look at your own company. Do you offer inclusive benefits? Is your team diverse? Pride marketing should reflect how your business really operates — not just what it looks like online.
- Show Up All Year Long — Pride Month is important, but support shouldn’t stop on July 1st. Plan to share LGBTQIA+ voices and values in your marketing throughout the year — not just during June.
<div class="c-blog_comp-cta cc-component-1"><div class="c-blog_comp-cta-left"><div class="c-blog_comp-cta-left-wrap"><img src="https://global-uploads.webflow.com/61cdf3c5e0b8155f19e0105b/6369722e59155470b6840033_Potential-clients.png" loading="lazy" alt="" class="c-blog_comp-cta-left-img"></div></div><div class="c-blog_comp-cta-right"><div class="c-blog_comp-content"><div class="c-text-wrapper cc-mb-32"><div class="c-title-4 cc-bold"><strong>Want to save money without sacrificing the quality?</strong></div></div><div class="c-text-wrapper"><div class="c-text-2">Say goodbye to traditional, expensive agencies and unreliable marketplaces. Say hello to Designity.<br></div></div></div><div class="c-blog_comp-wrapper"><a href="/pricing" target="_blank" class="c-button cc-primary cc-inverted w-button"><strong>Get Your 2-Week Trial</strong></a></div></div></div>
Final Thoughts: Show Up with Purpose, Not Just Promotion
Pride Month isn’t about making a perfect campaign — it’s about showing up with purpose, listening more than you speak, and using your platform to amplify the voices that deserve to be heard.
However your brand chooses to celebrate Pride, be sure to lead with care, creativity, and commitment — and let your actions speak as loudly as your messaging!
