June 08, 2021
Last June, many of the marketing campaigns to support Pride were pulled due to the pandemic as the typically sponsored in-person events were canceled and virtual events had yet to hit their stride. Now that many people are vaccinated and socializing again, marketers are spending to support Pride again, returning to budgeting ad dollars with LGBTQ+ media as well as making Pride-specific campaigns and products.
Even as spending and campaigns supporting Pride return, marketers and agency execs believe advertisers need to retool how they think about Pride marketing overall. They should move from thinking about Pride as a month to add rainbows to brand logos and instead find ways to support LGBTQ+ people all year round via donations and inclusive marketing, according to agency execs.