BRANDS DOING IT RIGHT
Despite the prevalence of rainbow capitalism, there are brands that know how to market to the LGBTQ+ community in a meaningful way. What are they doing right?
is a big brand that does a Pride promotion every year. Everyone involved in the campaign from start to finish (from product development and design to the talent featured in the ads) is queer and diverse. Fossil’s commitment to Pride Month also features a partnership with a queer youth advocacy organization that facilitates employee community conversations about fostering acceptance through engagement and ongoing discussion. Even if companies choose to market only during Pride Month, they can back it up with year-round equity initiatives within the company.
Sometimes what a brand doesn’t promote is just as important as what it does promote. Take
“All their rainbow products are designed and developed by their queer employees. They also support a wide range of queer charities – but they don’t promote it,” points out Colin Druhan, executive director of Pride at Work Canada. Nike donates hundreds of thousands of dollars every year to organizations that are advocating for and advancing the LGBTQIA+ community (Toronto’s 519 Centre is a recommended grantee). Through their Community Impact Fund, they support an LGBTQ-focused clinic and an organization that supports homeless LGBTQ+ youth. Since 2017, Nike has provided $2.2 million in financial and in-kind support.