Retailers’ Pride activity seen as ‘hollow’ publicity stunts

Consumers are increasingly seeing through retailers’ empty attempts to express solidarity with the LGBTQ+ community, according to the latest study from data and analytics firm GlobalData.

In a survey carried out last month, 48.2% of respondents felt that a company adapting its logo for Pride Month is usually a ‘hollow’ publicity stunt, not backed up by tangible support.

Alarmingly for brands, a further 19.8% of respondents believed that logo changes simply indicate a desire to do the ‘bare minimum’ to avoid bad press.

Over half of those surveyed (51.6%) however feel that retailers do not need to take further action in supporting Pride, although close to a quarter (24.2%) want businesses to donate to related causes.

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“Ahead of the Pride month, retailers should ensure their actions are aligned with their target consumers, as young consumers especially are acutely aware of whether retailers are ethical and support social causes,” said GlobalData retail analyst, Sophie Mitchell.

“Retailers and brands whose actions have resonated well with consumers when it comes to supporting the LGBTQ+ community include Apple, IKEA, Happy Socks and Converse, which will have boosted sales for these retailers.”

She continued: “Retailers are likely to face scrutiny from consumers, who expect Pride celebrations and campaigns to align with their company values and actions.

“Retailers should be able to demonstrate their active support for the LGBTQ+ community if they are going to change their logos for Pride month, to avoid being accused of rainbow-washing by consumers and reap the rewards by attracting socially conscious shoppers.”