Pride Month 2024: Thoughts, Trends, and Positive Momentum

With Pride Month soon coming to a close, our Corp Rep team and Prism ERG (supporting Praytell’s LGBTQIA+ teammates) have a single takeaway message for everyone: supporting, participating in and learning from the LGBTQIA+ community is a year-round commitment!

While we’re happy to see many forms of Pride celebrations across the country, it doesn’t change the recent unsettling trends. From an integrated comms perspective, we’ve noticed the increasing politicization of the queer community has lessened corporate America’s June push toward Pride efforts (think: reduced ad spend and quieter proactive Pride communication). This year’s Pride is also faced with growing domestic attacks on gay rights, with a record number of anti-LGBTQ+ bills throughout state legislatures, especially targeting transgender youth.

Despite this, we steadfastly remain glass-half-full folks — and we were impressed with a handful of corporate Pride investments this year.

• In addition to new gender-inclusive clothing options, Abercrombie & Fitch has pledged to donate $400,000 to The Trevor Project, a nonprofit that works on suicide prevention and crisis intervention for LGBTQIA+ youth. 
• Beauty and skincare brand Aesop opened a Queer Library showcasing the works of a diverse collection of LGBTQIA+ authors. The pop-up library, located within the Aesop Gansevoort Street store in New York City, puts products aside to amplify underrepresented voices. Aesop also aims to raise awareness about the need to prioritize local libraries throughout the country as a safe space to empower queer stories and authors.
• Luxury discount retailer Saks Off 5th celebrated its queer sales associates with a campaign led by its own employee resource group, Off & Proud. The company organized a photoshoot featuring its associates and donated $50,000 to Phluid Phoundation, a nonprofit associated with gender-free clothing.

Wondering how Praytell’s been learning and supporting the community this month? So glad you asked. We were absolutely delighted to welcome House of Love Cocktails & Mocktails Marketing Manager Sophie Shrem to our New York office to discuss all things brand values, Pride positioning, and authentic engagement. The brand was born from the spirit of the one and only RuPaul’s Drag Race, launching a global movement rooted in inclusivity that embraces individuality and self-expression.

Some of our favorite snippets from a conversation that certainly quenched our thirst:

• Queer Culture Feeds Pop Culture. Every time you (maybe even your mom?) say ‘slay’, understand its origins come from the Black and Latine LGBTQIA+ ballroom culture of the 1970s and '80s. From music to fashion to linguistics, a myriad of trails lead back to queer culture.
• Mainstream Culture is More Comfortable with Queerness. Much of this trend can be tied back to education, visibility, and awareness. Plus, data shows cultivating an inclusive work environment is advantageous for employee retention and overall performance.
• Humility is Key. Brands that are willing to address and embrace tough conversations are more likely to have strong connections to their audiences. Mistakes happen. Brands willing to own these mistakes are more likely to grow from them while developing deeper ties to consumers.

We’ll close with a few key reminders from our team as we enter the back half of the year, with many more Pride Months to come:

• Equity Remains Front and Center. Brands that want to activate for Pride month should be prepared to acknowledge their own health insurance, gender-affirming care, and parental leave offerings. Employees are a brand’s best advocate, and internal support systems should be designed to support and empower a diverse set of employees.
• ‍Put That Money Where Your Mouth Is. If your brand is eager to celebrate Pride, consider first coming to the table ready to support and give back to organizations that are advocating for and protecting the community’s essential rights, safety, and belonging — both locally and nationally. Rainbows and pride-themed products are a well-intended gesture, but ultimately, think about brand actions (and donations) that directly empower the LGBTQIA+ community. 
• ‍It’s SO Much More Than June. Pride is an awesome month to step up, but it isn’t the only time to recognize and celebrate the LGBTQIA+ community. Portland hosts its Pride parade in July. Atlanta and Orlando celebrate in October. Beyond Pride, there’s Transgender Day of Remembrance and National Coming Out Day. Intersectionality is also important as we think about how and where queer people deserve celebration and recognition, playing into moments like Black History Month, Asian American Heritage Month, Women’s History Month, and others. Brands should think outside the box and consider what activism and outreach campaigns look like throughout the year.

Looking for ways your organization can be an ally to the LGBTQIA community? Reach out to us at hello@praytellagency.com.

‍

‍

‍