Why's Pride Month so quiet this year?

Happy Pride Month to the gays, theys, and everyone in between ♡

We’re coming to the end of week one. But brands seem to be a whole lot quieter this year. This is in stark contrast to the way brands usually clamour for press conferences, in-person activations, merch partnerships and extensive campaigns.

So what’s up with the crickets?

Last month, journalists at SXSW reported a noticeable difference at the Texas-based festival. Discussions around LGBTQ+ inclusiveness were practically non-existent. Panels dedicated to the community had dropped by a third.

Shortly after, Target announced it would be scaling back its Pride Month products this year. They've gone from over 2,000 items to only 75, despite offering collections for over a decade.

Brian Pierce, founder and creative officer of 1964 Agency, said he has seen a decline in demand for Pride work this year. 'We usually get a lot of projects, especially last minute for Juneteenth and for Pride and oddly enough, it has been very quiet for us,' he said.

It seems the backlash from the ever-intensifying culture clashes in the US are having a resounding effect. 

Despite that, some brands continue to fight the good fight.

Let’s have a look at some of our brave warriors.

Skittles.

Our O.G. rainbow lovers. This year, they’re using their brand to highlight the many interests, talents, and hobbies within the LGBTQ+ community. Teaming up with GLAAD, Meetup and five local community groups, Skittles aims to celebrate how human connection can help everyone 'See the Rainbow.'

They also released their limited-edition Pride Pack. This is designed in collaboration with female and minority-owned production company NERD Productions to emphasize the individuals that make up LGBTQ+.

Walmart.

Their new #PrideAlways collection is a reminder that our efforts of support must go beyond one month a year. The brand took to social media to promote the new line.

Products include a 'totes gay' tote bag, a fanny pack with 'I heart gay people' and other rainbow-coloured products. The brand captioned the post, 'Not just a slogan. #PrideAlways is a reminder to lead with love.' CUTE.

UGG.

As if I needed another reason to spend my money on cute slippers. Ugg partnered with THE internationally acclaimed comedian, author, and activist Alok for their 2024 collection URseen.

The campaign aims to be an 'expressive offering with and for the LGBTQ+ community' with an all-gender collection including clogs and a dress. Iconique and impactful.

It’s no secret that these times are super hard to navigate. 

So, what’s a brand to do?

Showing your inclusivity of communities such as LGBTQ+ plays an important part in progressing the efforts made in recent years.

If that’s something you care about, here are some ways to show up authentically:

• Focus on education and awareness. This is one of the greatest tools for inclusivity. Placing a focus on informing consumers, participating in current dialogue on queer rights, and using all platforms at your disposal to reach as many people as possible will ensure your campaign is genuine and helpful to the cause.

• Work with LGBTQ+ organizations and creators. Because we’re here to uplift community voices, babes!! By doing so, you’re showing your values are both inclusive and progressive. You also gain major insights into the actual needs, concerns and goals of the community. It’s a win-win.

• Centre authenticity. The best way to do this? Include LGBTQ+ in your campaigns all year round. Allyship is not a box you tick once a month.

Anyway, ENJOY PRIDE to all my babies who celebrate! Despite the pushback, it’s always a beautiful and fun-filled month full of great stories and strong feelings of belonging.

Besides, we didn’t come all this way by simply asking nicely.

-Sophie, Copywriter