Three quarters of Brits believe that brands which focus on Pride month activity such as rainbow logos and limited-edition LGBTQ+ launches are doing so for PR purposes, according to the most recent polling from YouGov.
Research revealed that 75% of the UK public said that brands were making the right noises to improve their own image rather than out of a sincere desire to show support for the LGBTQ+ community.
The number of people who believe that brands are trying to maintain a positive public image for themselves through Pride-focused brand activity rises to almost 8 out of every ten (79%) for those who identify as LGBTQ+.
Brands which have put their money where their mouth is this year have included Unilever, whose renewed LGBTQ+ inclusive partnership comes shortly after the global FMCG giant pledged to increase diversity in it’s team, stating 70% of its future ads will have disabled representation behind the scenes.
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Just 7% of those surveyed believed the main motivation for brands focusing activity on Pride month was a sincere desire to support the community – although this rises to 11% for young people aged between 18 and 24. Some 4% of those aged 65 and above believe brands have a genuine desire to support the LGBTQ+ community.
Two thirds of those aged 18-24 (66%) believe PR and maintaining or creating a positive public image is the main incentive, compared to three quarters (76%) of those aged 65+.
Meanwhile, more than 60 advertising agencies 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.
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.
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Brits feeling Pride Month is just a big PR push is a common concern amongst brands, fuelling nervousness to activate at Pride events. Brands’ hesitancy stems from a place of positivity; they want to actively support and engage the LGBTQIA+ community instead of using Pride for their benefit.
Through intensive research and insights, we created a white paper – “Standing Proud at Pride – and Beyond”. We discovered that brands should focus on the long-term commitment to LGBTQIA+ rights and upholding that allyship regardless of negative backlash. The future is much more progressive, and 74% of consumers believe it’s appropriate for brands to support LGBTQI+ causes all year round, not just during Pride. So, those brands that aren’t evolving to keep pace with inclusivity and diversity year-round are the ones who will face the largest repercussions in the long term.
To learn more, brands can download a free copy of the white paper here:
https://www.n2o.co.uk/news-ideas/standing-proud-at-pride-and-beyond
Clare James is Chief Operating Officer at creative brand experience agency, N2O