Proudly Supporting Change

“It’s marketers’ times to shine. No one at [a]company is better positioned to lead with sensitivity, relevance, and value. Sales [might] not happen now, but winning over the people in your industry can happen, and at great scale: 1) deliver empathy 2) deliver content within this context 3) deliver unique propositions that make your customers’ lives easier 4) take advantage of the elevated media consumption and lower costs and 5) don’t post your everyday stuff, it’s annoying and tone-deaf.”

Marketers who took this bit of advice, posted on Linkedin earlier during the coronavirus global crisis, to heart – were perhaps better prepared to deal with the Black Lives Matter impact on society, communities, and consumers’ psychic.

And now, when Pride Month is getting some fair attention too, even amidst other social issued-related headlines, many smart marketers are probably well-trained in incorporating just social messages into their communications.

One such great example of how to adapt to the ever-evolving role of brands in the public discourse comes from the Italian luxury brand, Versace.

“Last year, I had the honor of becoming a Stonewall Ambassador. Supporting LGBTQ+ people has always been a priority for me. This year the Versace Pride 2020 capsule will help fund Pride Live and Arcigay to help further the cause of equality in our world,” Donatella Versace said on Twitter. It doesn’t get much more personal and impactful than this.

The brand also launched a special collection inspired by the rainbow flag, promoting social equality and gay rights.

Converse, like in previous years, has also launched a Pride collection, inspired by rainbow colors to support LGBT couples.

“The creativity and resilience we see from the community are incredible. We also believe that with new ways of connecting, new conversations will emerge,” shared Jessica Aleman, the Converse Pride Network Co-Chair.

“These conversations create opportunity for even broader participation and representation across the spectrum of the LGBTQIA+ community—not only during Pride, but throughout the year,” she added.

The 2020 collection is led by the “More Color, More Pride” flag that was first popularized in 2017 by African American civil rights activist, Amber Hikes. She also represents their campaign.

Oat Bars, Baked Goods & Healthy Snacks, Bobo’s is celebrating Pride month by launching the limited-edition Pride Lemon Poppyseed Oat Bar, with 3-ounce bars. And 100% of the proceeds will help provide critical resources and support to LGBTQ+ individuals and families.

And here’s an excellent initiative from fashion and beauty website, The Cut, portraying “Portraits by Queer Artists of Color to Nourish Your Soul.”

On the other hand, in the wake of BLM protests amid Gay Pride month, many brands haven’t been associated in such positive light.

For instance, Trans model, Munroe Bergdorf, called L’Oréal “racist snakes.” And, following accusations of “gaslighting” in the wake of George Floyd’s death, L’Oréal Paris will donate almost $57,300 to LGBT+ charities.

While some may argue the style of protestors, it’s hard to deny the effect of this wave.

“I spoke to L’Oréal Paris new president Delphine Viguier, who reached out to me directly,” Bergdorf wrote. “We had an open and constructive conversation, she listened to what I had to say and expressed her regret for how the situation was handled three years ago.”

See more info on her post here:

So, marketers, keep in mind ithat there are countless ways to get out there and support various critical social causes.

Looking for ways to get inspired? Here are 45 more brands who are supporting the LGBTQ community right now.