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Pride Month serves to recognize and celebrate all LGBTQ+ people while also honoring the incredible achievements and contributions of the community.
June 8, 2023
David Wellisch – CEO and Co-Founder
Throughout the year, and in celebration of Pride Month, I have the pleasure of working with America’s iconic marketing and insights leaders to understand the nuances that make consumers who they are and help bring their voices and stories to life.
We recognize that brands are struggling to navigate an increasingly polarized cultural environment, where support for any one group can prompt devastating backlash from other groups. The list of companies in the headlines for their Pride Month campaigns continues to grow: Bud Light, Target, Kohl’s, Lego, Adidas, Chick Fil A…
Amid these concerns, I’d like to take this moment to reiterate the importance for all of us to stand strong – to stand by our family members, friends, employees, and colleagues who identify as LGBTQ+ and the community as a whole.
Further, I strongly encourage that marketing and insights professionals representing brands double-down on steps to deeply understand your present and future customer base so you can assess the trade-offs between generating groundswell and backlash from your marketing campaigns. As we’ve seen, missteps can have consequences both for brands and for the diverse consumers we seek to support. Because we have deep insight into the values, passion points, and affiliations from consumers across race, ethnicity, gender, and sexual orientation, we are happy to serve as a sounding board as you weigh in the trade-off between showing your support and the potential backlash. And, given the depth of expertise across our team, I’m pleased to offer some further strategic considerations below as you shape your cultural engagement strategies.
First, keep in mind that despite loud backlash, the majority of Americans stand for the LGBTQ+ community and with Pride. 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. Brands can’t be driven by activist minorities on either side of the aisle. Create campaigns grounded in insights and stand by your executions.
Collage Group has the pleasure of working with brands to build the Cultural Fluency needed to successfully support and engage the LGBTQ+ community, as well as all diverse consumers, while retaining and engaging support from traditional consumer groups. As you look ahead to cultural celebrations and support for marginalized communities, take a few minutes to ask your insights, brand, marketing and DEI teams these questions:
At Collage Group, it’s both our passion and our business to celebrate the diversity that is transforming America. And, when it comes to cultural moments, like Pride Month, we stand with these communities in celebration of their many contributions to our culture, their many allies, and the brands that support them.
More than 10 years ago, Collage Group was founded to help leading consumer organizations better serve the diverse cultural fabric of America. Our members and staff share in our commitment and passion to creating a more just society where the diversity of America is celebrated, protected, and treasured. And we look forward to continuing our contributions to authentic brand engagements that elevate the voices of LGBTQ+ consumers during Pride and year round.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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