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Kiehl’s is an excellent example of cause-based marketing in a time when young consumers are careful to purchase from brands whose CSR they believe in. Here are three brands with transparent and actionable marketing that shows Pride marketing doesn’t need to be rainbow-washing: Replace emotional language with actionable steps of how your brand will address the issues that young consumers feel are affecting them most right now. Brands should know they need to be specific by acknowledging the history that has led us to this point, the actions that can be taken next, and proof that they’re allies for the long-haul, not a marketing minute. The recent #BlackLivesMatter brand controversies have proven that young consumers will not be placated by graphics and empty promises. This year, Pride Month is also the month that millions of young people have taken to the streets to protest police violence and further the Black Lives Matter movement, and their expectations of the ways that brands handle these two events have a lot in common. But they must pay attention to what consumers actually want-and these are generations that not only want transparency in their marketing, but to see brands take very clear actions to back up their statements of support. That’s not to say brands can’t do it right. Young consumers, especially young LGBTQ consumers, are not afraid to call out brands for “co-opting Pride” for profit. AdAge even published an extensive list soundly rebuked brands for making one-off products and posts accused of pandering to, rather than promoting Pride. Last year, we warned that brands should watch their marketing around Pride month, as brands are increasingly accused of “virtue-signaling” and “rainbow-washing”-or slapping rainbows on corporate logos and making statements support of the LGBTQ+ community without taking any real action. But they face backlash if it’s not done right. These shifts have led more and more mainstream brands to publicly come out in support of LGBTQ people and causes–especially during Pride Month. These generations have helped to usher in new attitudes about the LGBTQ community-and our ad/marketing effectiveness survey made it clear that many want brands to support the community as well, with 48% saying it’s positive if a brand features a same-sex couple in an ad.
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When it comes to Pride Month marketing, Gen Z and Millennials are on high alert-here are the brands doing it right…Īccording to YPulse research, LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer) Rights is one of the top social causes that young people are passionate about.