Pride 2023: Preparing Your Brand for Marketing Success
Filed Under: Deep Dive, Market Research, LGBTQ+, Multicultural
Director, Quantitative Research
Pride is still several months away (in June); but with how quickly 2023 has been flying by, it will be here before we know it. So, we at C+R Research and CultureBeat couldn’t wait to share some information that we hope you find helpful as you prepare for Pride 2023!
The LGBTQ+ community is larger than most people realize, and it’s growing quickly – along with their spending power. As more brands recognize that the LGBTQ+ community is an appealing target for marketing and they begin to participate in Pride events, the LGBTQ+ community is concerned that Pride is moving away from its protest roots (learn more in our blogs, “The Birth of Pride Month” and “Pride Month Marketing: From Riot to Retail”) and becoming too much of a party. While concern over this has been growing for many years, it’s especially relevant now as we’ve seen an unsettling rise in the number of anti-LGBTQ+ and anti-trans bills emerging in state legislature all over the U.S. We shared information about this back in 2021 in our blog “LGBTQ+ Rights Are Still Facing Serious Threats – How Can Brands Help?”; unfortunately, there’s been even more anti-LGBTQ+ bills since then.
As skepticism in the LGBTQ+ community increases about whether corporations have the community’s best interest at heart, we still believe that if your brand supports Pride, then it’s more important than ever to think carefully about how you intend to get involved during Pride Month and beyond. For examples of brands that have done a good job showing their genuine support for the community during their past Pride marketing campaigns, check out our blogs “Corporate Pride: How Companies Can Support Pride Month” and “Four Tips for Marketing to the LGBTQ+ Community.”
So what does all this mean for you as you prepare for Pride 2023? Watch our short video to learn more!
We can’t wait to see how you make a difference this Pride!