Is Pride Month feeling more subdued this year?
There have been no major controversies and no standout creative campaigns yet.
What’s the deal with content and marketing celebrating LGBTQ+ communities? Is this quieter Pride Month reflecting a broader shift in advertising and marketing creativity? Or is politics playing a significant role?
We consulted Robert Rose, CMI’s chief strategy advisor, for his insights. Watch the video or read on to hear what Robert has to say:
Brands scaling back on big Pride Month campaigns
Is your company planning content or marketing campaigns for Pride Month?
According to recent reports, many brands are reducing their efforts to celebrate Pride Month in 2024 compared to previous years.
Target, for example, announced that it would limit its Pride Month collection to only half of its stores and online.
Organizations like GLSEN have also experienced a decline in brand support, attributing it to past backlash received by brands.
While some brands continue to show support, the overall trend seems to be more subdued.
Less publicized Pride efforts by brands
Are there fewer campaigns this year? Or are brands choosing to keep their efforts more low-key?
It appears that many big brands are opting for a quieter approach to avoid potential backlash. They are relying on communities, allies, and influencers to spread the word rather than making big marketing announcements.
Some influencers have noted a decrease in brand collaborations this year, indicating a shift in how brands are approaching Pride Month.
Navigating the landscape in 2024
Is this the new reality for brands in 2024?
It’s not necessarily good or bad, but a reflection of the current environment where brands must tread carefully in their support of communities.
Success in such campaigns requires a genuine celebration of the community without making it about the brand itself. Brands must be cautious not to come across as performative or insincere in their efforts.
Ultimately, brands must decide what approach aligns best with their values and goals in today’s climate.
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Cover image by Joseph Kalinowski/Content Marketing Institute
