More than 60 organisations from across Adland have thrown their weight behind Outvertising’s call for brands to ‘brave the backlash’ and stand behind their Pride campaigns this month.

The plea comes in the wake of some brands – including Innocent Drinks and Bud Light – buckling to pressure and pulling or modifying their Pride messaging following a storm of negative repercussions, particularly on social media.

As the UK’s advocacy group for LGBTQIA+ inclusion in marketing and advertising, Outvertising has published an official statement calling on brands to stand firm and continue with their Pride campaigns. It has been endorsed by 64 organisations so far, including the WFA – World Federation of Advertisers, ISBA, Advertising Association, DMA, The Marketing Society, IAB UK, dentsu, Grey London, Publicis Egalite, VMLY&R, Ogilvy, Stonewall, Pride in London, WPP Unite, WACL, NABS, Trans+ Adland and GLAAD.

The statement – which can be seen in full below – includes guidance for brands navigating the challenges of an unprecedented and coordinated Pride 2023 backlash and specifically recommends exercising allyship through investment and divestment.

Outvertising joint CEO, Marty Davies, said the community “urgently needs brands to deliver on their promises of allyship”, pointing out that anti-LGBTQIA+ groups want to see the community erased from the media, including advertising.

“Our industry is being tested,” they added.

“Advertisers need to show courage and run their Pride campaigns. Politicians have given ground. The media has given ground. We can’t afford for business to give ground, too.”

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Business allyship is essential to the LGBTQIA+ community, with government statistics for England and Wales showing a 126% increase in hate crime based on sexual orientation, and a 156% increase based on Transgender identity, since 2017.

The statement also includes a reassurance that corporate LGBTQIA+ allyship makes business as well as moral sense, following the news that research shows two in every three under-60s in the UK (66%) think it’s important to fight discrimination against LGBTQ+ people.

The Outvertisting Pride statement in full

“Outvertising remains resolute in continuing our pursuit to make marketing and advertising completely LGBTQIA+ inclusive. With Pride Month upon us, we invite the industry to join us in that pursuit.

Anti-LGBTQIA+ groups are relentlessly attacking brands that demonstrate allyship with our community.

As part of their efforts to halt and roll back LGBTQIA+ inclusion in society at large, these fringe groups are attempting to erase our community in the media, including in the ads people see.

The Trans+ community are weathering the brunt of this targeted campaign of hate and they must be protected. But this hate is not limited to our Trans+ friends – the whole LGBTQIA+ community are feeling the effects.

There’s no room for performative gestures or empty commitments in 2023: love is love, but money talks.

Our message this Pride Month, and every month, is clear:

• The LGBTQIA+ community will not be silenced, and we will not be erased.
• Our community will remain visible. LGBTQIA+ people belong in ads. Trans+ people belong in ads.

How to stand your ground

• Brands with Pride ads: Run them.
• Brands working with LGBTQIA+ talent: Protect them.
• Brands with Pride event plans: Keep them.
• Brands with Pride products: Display them.
• Brands with rainbow logos: Back up this declaration with meaningful actions.
• Brands that come under attack: Brave the backlash.
• Brands with media spend: Invest in media that match your values. Divest from media that spread disinformation.

This is a time that calls for commitment and courage.

If your brand’s allyship comes under attack this Pride month, we advise you not to waver in your resolve because of a hateful few. Your action can be made in the sound knowledge that you have the majority behind you. Two in three under 60s (66%) think it’s important to fight discrimination against LGBTQ+ people.”