LGBTQ+ brand strategy

Marketing and other initiatives should bring consumers together, stand up for brand values and uplift communities at risk.

For Pride Month 2023, many brands found themselves caught up in the culture wars and rethinking their role in social issues. While we once assumed that marketers would celebrate their commitment to inclusivity and the LGBTQ+ community every year, a wave of consumer backlash and anti-woke sentiment has upended that assumption. We’re seeing a new playbook emerge—one that recognizes Pride as a mindset and ongoing commitment, not just a single month every year. Here are four important strategies: