Since our Pride month round-up last year, we’ve been patiently waiting for June to roll around again to experience the best of the best in Pride marketing.
In a world where both talking about and not talking about Pride can leave brands open to criticism, we want to celebrate campaigns that are done right.
5. Skittles
For the past two years, Skittles has released limited-edition, monotone grey packets in a display of shared values for Pride month - or as they put it, “giving up the rainbow to celebrate the one that matters.” This time round, the confectionery brand partnered with GLAAD to commission LGBTQ+ artists to add a splash of colour to the packaging.
The resulting designs were bold, creative, and reflective of each artist’s experience with their identity. As well as boosting LGBTQ+ artists, Skittles pledged that for every Pride pack purchased, $1 would be donated to GLAAD.
Rating: 3/5 rainbows 🌈
4. LEGO
LEGO made our list last year, so it’s no surprise that this brand returned with another excellent campaign, ‘A to Z of Awesome’. The campaign encouraged fans to create builds that represent the range of identities under the LGBTQ+ umbrella, and showcased the stories of the builds' creators to elevate their lived experiences as queer people.
Moreover, the LEGO Group stated that it would donate $1 million to existing and new partner organisations in support of the LGBTQ+ community.
Rating: 3.5/5 rainbows 🌈
3. IKEA
With support from Stonewall’s Global Diversity Champions programme, IKEA shared a series of actions people can take to make their homes a safe space for LGBTQ+ people “to feel welcome, included, and free to be themselves.” While the ‘Home Pride Home’ campaign did have a novelty side (you can download digital and print-at-home pride stickers), IKEA is great at putting its money where its mouth is, donating $50,000 to The Trevor Project this June
The campaign also highlighted the progress that IKEA has made within the workplace to be more inclusive and make all of its employees feel at home.
Rating: 4/5 rainbows 🌈
2. Booking.com
Travelling as an LGBTQ+ identifying person comes with underlying stresses about safety and acceptance.
That’s why Booking.com launched its Travel Proud Programme, a training and certification initiative for the hospitality industry, to help LGBTQ+ travellers feel welcome during their stay. We love this one - it actually makes a difference to the community and is not just rainbow washing like a lot of Pride initiatives can be.
Rating: 4.5/5 rainbows 🌈
1. Tinder
Dating app Tinder partnered with Human Rights Campaign to urge the FDA to end America's discriminatory LGBTQ+ blood ban. Instated 40 years ago during the height of the AIDS crisis, the ban means that gay and bisexual men can’t donate blood, despite advances in healthcare that make the ban outdated.
Throughout June, Tinder raised awareness and encouraged eligible individuals to participate in the Advance Study, which is designed to implement a more inclusive policy. Those who wanted to participate could swipe right on an “All Types” Pride card in the Tinder app.
This campaign tops the list not only for its ingenuity, but also because it aimed to break down barriers which continue to affect LGBTQ+ people to this day. In our opinion, this is Pride marketing at its very best.
Rating: 5/5 rainbows 🌈
The best allyship goes beyond June
While we love showcasing our favourite Pride marketing campaigns, the best and most impactful support is the support that’s demonstrated by brands year-round - it resonates more with consumers and feels genuine.
The takeaway? Show your Pride every month, not just in June.
