Over a third (39%) of consumers perceive brand engagement with Pride Month as “disingenuous” and “inappropriate”, according to research from audience insight specialist Streetbees.

Despite this, the research, which was driven from conversational surveys with UK consumers, did find that 75% of consumers do have a generally positive sentiment towards brand engagement with Pride month.

When asked how brands can make meaningful engagement, consumers cited year-round engagement (40%) as the most important factor.

This was followed by LGBTQ+ support (31%), inclusive practices (29%), charitable donations (22%) and inclusive advertising (20%).

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The research also showed that 81% of consumers define Pride month as a time for LGBTQ+ advocacy. This was followed by celebrating individuality (46%), community support (42%), celebrating freedom (26%) and acceptance (22%).

There are several steps that can be taken to avoid causing harm and provoking controversy, including implementing LGBTQ+ employee resource groups and training programmes to foster an inclusive workplace.

Additionally, brands can show their tangible support by donating to LGBTQ+ organisations, and of course, by prioritising inclusive advertising that authentically represents the community.

“Our research reveals the importance of brands extending their support for LGBTQ+ communities beyond just one month of the year,” said Streetbees CEO Vidisha Gaglani.

“Brands that represent and champion diversity and inclusivity in all of their activities are seen to be authentic.”