Although it is celebrated in June, Pride month is primarily a celebration of the 1969 Stonewall Uprising in Manhattan, U.S. This movement was a crucial point in the history of queer rights in the country, as the series of riots it refers to was crucial in decriminalising homosexuality and queer expression in general. Since then, the month of June has been legitimised through history through the endorsement of various noteworthy individuals, culminating in then-POTUS Barack Obama declaring it the ‘LGBT Pride Month’ in 2009. Since its inception, various businesses have participated in pride campaigns in various capacities. Since gaining wider acceptance, especially in mainstream media, however, even the big players in commercial markets now find it more lucrative to participate, and to be seen participating in pride campaigns.
More recently – since 2023 to be exact – corporates are increasingly voting to opt out of pride marketing, or at least ‘toning it down’, resulting in the rise of ‘quiet pride marketing’. But why are companies shying away from being a proud ally, is it the best stance to take in today’s marketing landscape?
In 2023, Bud Light partnered with trans influencer Dylan Mulvaney on a Pride Month marketing campaign, taking the initiative to send her a personalised beer can. This resulted in widespread backlash from Bud Lights’ more conservative audience, who saw this as a betrayal of the ‘brand’s’ more traditional values.
However, Bud Light has marketed itself as an LGBTQIA+ ally product for years, running print ads from as far back as the 1990s. Their tagline back then used to be “Be yourself and make it a Bud Light”, and over the years, their marketing campaigns featured drag queens, same-sex weddings, #Pride merch, and advertisements addressing trans rights. The 2023 controversy however saw the collision of two communities in their audience, each of them unaware that the other existed in the same vicinity.
Instead of doubling down on its allyship, Bud Light chose to back-peddle on its stance, saying that it “never intended to be part of a discussion that divides people.” This only resulted in alienating both the aggrieved communities: conservative consumers resented Bud Light for featuring Dylan, while the queer community and their allies resented Bud Light for giving into oppressive views. The resentment built up to nationwide boycotts that cost them $395 million in lost sales. Brand audiences who chose to look deeper beyond the press headlines also found that parent company Anheuser-Busch allegedly donated vast sums of money to anti-LGBTQ+ legislators.
Bud Light wasn’t the only company that harmed its reputation in attempting to cater to two widely different views. In 2023, major retailer Target also found itself in hot water when it shifted its pride merch displays following complaints by their conservative shoppers. The pride displays were then moved to less visible spots in their stores, prompting queer and ally consumers to question whether Target was trying to represent and validate their presence or whether they were trying to banish them to the shadows. Target has chosen to opt for ‘quiet pride’ this year as well, deciding to refrain from featuring Pride Month merchandise during the month, citing lower sales figures. Skittles also toned down their support for pride this year, following last year’s campaign which resulted in threats of a boycott for the brand.
As mentioned, however, withdrawing from showing support for a historically ostracised community isn’t earning corporates any fans either. Consumers who suspect brands or companies of engaging in token activism or tokenism can view ‘quiet pride marketing’ as the refusal to take a strong stance on queer rights. Engaging in pride marketing without being clear on their stance on these issues on the other hand leads to companies being accused of engaging in ‘pride-for-profit’. Inauthenticity therefore hurts brands more than their silence on social causes does, leaving marketing teams struggling to merge the expectations of widely differing camps.
When it comes to showing support, people can hold widely differing ideas on how companies can show their support towards social issues, or whether corporations have any place in the conversation at all. For companies, however, it is an undeniable opportunity to affirm their position on current sociocultural affairs and to stay relevant with their brand audience. Here’s how corporations can show their commitment to queer rights without risking being accused of taking part in pride for profit alone:
- Extending support for queer rights issues beyond marketing campaigns: This support should encompass the queer community both inside and outside the organisation. It should also translate into action that goes beyond mere symbolism.
- Focus on action that directly benefits the queer community: All too often, the support that corporations extend to queer communities can be misappropriated by various groups. The additional revenue gained through initiatives such as pride-related merchandise can be directed toward the LGBTQ+ community.
- Support should extend beyond pride month: Vocal support towards queer communities and the issues they face should not diminish beyond June. This includes remaining true to their stance in the face of those who challenge the rights of the queer community.
(Theruni Liyanage)