How Do Culturally Fluent Brands Approach Pride Month Today?

At Collage Group, our business is to celebrate the diversity that is transforming America. 

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June 6, 2023
David Evans – Chief Insights Officer

Collage Group stands with the LGBTQ+ community in celebration of their many contributions to our culture in solidarity with their many allies and the brands that support them–during Pride Month and year round.

Today, most consumers want brands to celebrate Pride, and there are some key questions to consider when framing strategy in the current environment.

Check out my latest video to learn more.

In our proprietary research of almost 4000 consumers from May this year, just one month ago, we asked consumers:

If you know about Pride Month, how do you feel about brands/companies celebrating or including Pride Month in their marketing or advertising?

In fact, only a tiny minority of LGBTQ+ consumers say brands should not celebrate Pride. And, almost 88% of consumers outside of the LGBTQ+ community, are positive or neutral about Pride Month activations.

Of course, there are a lot of hard questions to answer:

    • Is inclusion of different races perceived the same way as inclusion of different sexualities?
    • Are gay rights and trans rights perceived the same way?
    • Is support for Pride Month the same as support for LGBTQ+ rights?

In short: it’s complicated. But the overall message is clear, and hundreds of brands using our data are discovering an important truth: Being inclusive is not an excuse to create another monolithic mainstream.

So, what are the best brands doing to solve this problem? They are building Cultural Fluency – the ability to use cultural intelligence to efficiently and effectively connect across different segments. The first thing the best brands do is redefine the mainstream with diverse consumers at the center.

However, this is just the beginning. Being inclusive is not a free for all – every brand begins their journey to cultural fluency from a different place. Ask yourself these four questions:

    1. Who are my consumers now?
    2. Who will my consumers need to be for me to grow?
    3. How do these groups compare on their values, attitudes and behaviors?
    4. Where do they both give my brand permission to play?

Each brand needs a unique roadmap toward Cultural Fluency. Embracing America’s cultural transformation is challenging, but it is essential for growth.

Other LGBTQ+ Research Articles and Insights from Collage Group

David Evans

David Evans

David serves as the Chief Insights Officer responsible for all syndicated content and thought leadership. He is passionate about leading the teams that reveal insights into consumers that can transform the fortunes of our members, make these actionable in our products and experience, and build great places to work. Before joining Collage Group in 2018, David served in a variety of senior roles in data, analytics and syndicated research organizations, including Cushman & Wakefield as Strategic Advisor, CoStar Group as Vice President of Research, and the White House where he founded the Office of Executive Councils in 2011. From 1998 to 2009, he worked at the Corporate Executive Board (now Gartner), serving ultimately as Chief Researcher for a $100 million division covering eight major business units. David holds a Diploma (M.Arch equivalent) from the Architectural Association in London and an M.B.A. from Georgetown University’s McDonough School of Business. Before pursuing a business career, David worked as an architect in the UK, France and Germany, and published and exhibited widely. David was born in London to American and Canadian parents. He lives in Bethesda with his wife Juliette Searight and younger Generation Alpha daughter, while avidly following his older Generation Z daughter’s journey into adulthood in Halifax, Nova Scotia.

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