Pride has grown from its roots as a protest against injustice, to being a movement – in some countries, at least – that celebrates the LGBTQ+ community, and is supported by allies. As it grew over the years, brands started getting involved – from traditionally LGBTQ+ aligned brands to high street retailers. Pride has become marketable.<\/p>\n\n\n\n
But 2020 is far from a normal year.<\/p>\n\n\n\n
The pandemic has forced organizers to cancel traditional street parties, parades and club events – or to move them to digital platforms. Digiday reports<\/a> that some brands have dedicated less budget to Pride because of this. They love the vibrancy of in-person live events and the ability these occasions have to attract an audience wider than the LGBTQ+ community itself. It\u2019s not clear if the digital events will attract the same mixed audience.<\/p>\n\n\n\n We\u2019re also seeing a huge amount of activism right now, and, according to AdAge,\u00a0 some brands are shifting their attention to responding to #BlackLivesMatter in preference to supporting Pride<\/a> or reworking their Pride campaigns. This shouldn’t be an \u2018either, or\u2019 decision.\u00a0<\/p>\n\n\n\n There\u2019s the usual swathe of brands who are changing their logos to rainbow colors. Others are releasing Pride-themed products and donating money to LGBTQ+ charities. For example:<\/p>\n\n\n\n For example: <\/p>\n\n\n\n This isn\u2019t always an easy thing to do. In many countries, LGBTQ+ people are discriminated against in law. It\u2019s easy to put a rainbow flag up in a shop window in the UK or the US, but how does a global brand fight for LGBTQ+\u00a0 equality across the world? How does it advocate for and support the community, starting with its own employees, keeping them safe at work?\u00a0<\/p>\n\n\n\n Pride month, culminating in Global Pride<\/a> on 27 June, is a great time to show your support publicly, and we have been fully supporting our clients who are running Pride-focused campaigns. But all campaigns should start with examining your own values. Do they match up? It is the combination of positive action and public support that will bring about lasting, positive change.<\/p>\n","protected":false},"excerpt":{"rendered":" Pride has grown from its roots as a protest against injustice, to being a movement – in some countries, at least – that celebrates the LGBTQ+ community, and is supported by allies. As it grew over the years, brands started getting involved – from traditionally LGBTQ+ aligned brands to high street retailers. Pride has become…<\/p>\n","protected":false},"author":10,"featured_media":15150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[290],"tags":[300,299],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/06\/The-Social-Element-Logo-Pride-in-Logo-v2-RGB.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"What are brands doing to celebrate Pride?<\/strong><\/h3>\n\n\n\n
But this year, Pride is returning to its protest roots<\/a>. Trans rights and the rights of LGBTQ+ people of color are front and forward of this year\u2019s campaign. So as Pride month comes to an end, we all have an opportunity to consider our roles in promoting equality and diversity year-round.<\/h4>\n\n\n\n
Supporting Pride should be a year-round commitment.<\/h4>\n\n\n\n
PRIDE 2020: How are brands getting involved?<\/a><\/blockquote>