Is Pride Month marketing supportive or opportunistic?
LGBTQ Pride has gone mainstream, if the scores of rainbow splattered marketing campaigns that now pop up during June are anything to go by. But whether a community that’s fought for decades for basic rights appreciates being commodified — even if it’s meant to bring awareness to their cause — is up for debate.
People walk across the brand new Pride 2019 rainbow street crossing in London. Imageplotter/Shutterstock RuPaul, the first Viva Glam spokesperson, at a Paris MAC opening party in 1995. Dan D'Errico/Penske Media/Shutterstock “Not that many years ago brands were seen as courageous for celebrating Pride or marketing to the LGBTQ community,” Gatz added. “I can only hope these brands ‘coming out’ can turn into ongoing, consistent support for LGBTQ people. This can be the year for brands to target and feature LGBTQ people during back-to-school, on Black Friday, Valentines and Mother’s Day.”
Fran Tirado, an editor at Out magazine, took to Twitter earlier this month to make the case that most of the “limited-edition” merchandise being rolled out and rainbow-themed brand images flying around on social media are little more than corporations being opportunistic.
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