Six Tips For Successful Pride Month Campaigns

Each June, it’s always interesting to see what merchandise or campaigns our favorite brands release to celebrate Pride. With the attacks on Diversity, Equity, and Inclusion (DEI) earlier this year and LGBTQ+ rights remaining at the center of political debate, some brands are questioning whether to engage with the LGBTQ+ community. In contrast, others feel more pressure than ever to get it right and ensure their support is seen as genuine—not pandering.  Despite the debates surrounding the merits of DEI and LGBTQ+ rights, LGBTQ+ people still exist and the community continues to grow, now accounting for nearly 10% of the US adult population and nearly a quarter of Gen Z. Pride celebrations will continue throughout the U.S. during June, and the community will be paying attention to how brands show up for them when they’re deciding where to spend their dollars year-round.

As cities across the U.S. announce their Pride themes and events for 2025, we’re sharing with you some valuable insights we can learn from them about how to approach Pride with authenticity and respect by going beyond performative allyship and rooting campaigns in consumer insights. (Read: Navigating the LGBTQ+ Landscape: Insights for Market Research in a Polarized Society)

1. Pride is for everyone! No Pride event is too big or too small, from Sao Paulo, Brazil – the world’s largest Pride celebration with 3-5 million attendees each year – to Batt Close, England – the world’s smallest & shortest Pride parade with around 40 folks marching for 260 feet! These events and events of every size in between have profound meaning to the people who organize and attend them. They create a space for people to celebrate their shared values of visibility, acceptance, and equality. The same is true for your brand – whether it’s big or small –  do what you can for who you can; it will make a difference to someone, and perhaps an entire community. This year, many U.S. cities chose themes that reflect the importance of togetherness, such as Chicago’s “United in Pride” (Pride Chicago) and Philadelphia’s “Philly L.U.V. (Legacy, Unity, Visibility)” (Philly Pride 365). Highlight how your campaign brings LGBTQ+ people and their allies together.
2. Pride is a protest at its core! The first Pride wasn’t a party; it was a riot protesting the discriminatory treatment of LGBTQ+ people. There’s something powerful about coming together as a group with liked-minded people (in identity and/or values) and standing up to forces that seem larger than you to say, “What you’re doing is wrong. This is how it should be.” Pride might look different today. The discrimination LGBTQ+ people face may look different today; but, in solidarity, the LGBTQ+ community and allies will continue to protest discrimination. Some cities, such as New York City’s “Rise UP: Pride in Protest” (NYC Pride), chose Pride themes that reflect their commitment to continuing the fight for equality. Ensure that your campaign is rooted in advocating for the LGBTQ+ community and fighting for equality, whether through internal DEI practices, financial donations to LGBTQ+ charities, or supporting LGBTQ+-friendly legislation.
3. Pride is joy! It’s true that many Pride events today feel like a party. They are! Protest is important, and so is joy! San Francisco’s pride theme, “Queer Joy is Resistance” (SF Pride) and Houston’s “Celebration is Our Legacy” (Pride Houston) have similar themes; both themes point out that in a world that tries to erase us, joy and community are powerful forms of activism.  
4. Pride is personal!  While there are many common Pride themes, every city has its own unique events. There are large parades that appeal to many in the community and its allies, as well as events that are designed for specific identities within the community. A successful campaign for one brand may not work for another brand. Do your research – understand your LGBTQ+ and ally consumers, and design a Pride campaign that speaks to them while remaining authentic to your brand.
5. Pride is year-round! LGBTQ+ people, events, and spaces exist year-round. And the community takes notice of who capitalizes on the month of June but disappears the rest of the year. If you’re going to engage in a Pride campaign, make sure you highlight how your commitment is continuous – year-long, through the good times and the bad. While joining the celebration during Pride Month is important, brands make a lasting impact when they also stand with the LGBTQ+ community during everyday moments and times of adversity.
6. Pride is for the LGBTQ+ community! Allies are welcome, but they shouldn’t take center stage. Every aspect of your Pride campaigns should be rooted in the LGBTQ+ community. Partner with LGBTQ+ creators, give back to the community through donations to LGBTQ+ charities, and highlight LGBTQ+ voices both behind the scenes and in your marketing communications. You’ll find that by listening to the people in the community, your campaign will be more authentic and resonate more with your target consumer.

Explore our blog ‘Corporate Pride: How Companies Can Support Pride Month’ for some best-in-class examples of Pride campaigns this year.

We hope to see your brand and you personally at Pride this year – check out the list below for some of the Pride celebrations happening in major cities across the U.S.:

• New York City: Rise Up: Pride in Protest (NYC Pride)
• San Francisco: Queer Joy is Resistance (SF Pride)
• Chicago: United in Pride (Pride Chicago)
• Los Angeles: Pride Marches On (LA Pride)
• Washington, D.C.: The Fabric of Freedom (WorldPride DC)
• Philadelphia: Philly L.U.V. (Legacy, Unity, Visibility) (Philly Pride 365)
• Seattle: Louder (Seattle Pride)
• Houston: Celebration Is Our Legacy (Pride Houston)
• Dallas: Pride is My Right (Dallas Pride)
• Twin Cities (Minneapolis-St. Paul): Live Proud (Twin Cities Pride)
• Denver: Hearts on Fire (Denver Pride)
• Salt Lake City: Radical Love (Utah Pride)

C+R’s CultureBeat researchers are passionate about amplifying the voice of all communities and love helping brands understand and make meaningful connection with the LGBTQ+ community. 

Happy Pride!