With rainbow-adorned logos popping up all over the place, it must be Pride month. But how effective is it to run a marketing campaign during June that shouts about how inclusive your brand is?
Nearly half of Brits according to YouGov (48%) noticed companies turning their logos Pride-themed during June last year, is this also backed up by sales? It’s no surprise that building customer trust is important, but did you know that that the way your customers feel is 1.5 times more likely to influence their decision than anything else? Which means that authenticity is key and so support for Pride needs to go beyond a rainbow logo.
It's easy to see companies who are potentially playing to the theme, recently a social media account pulled out the logos of some well known brands and cross-referenced them with their social media accounts across the middle-east, it was an interesting result - with many of them choosing not to share the pride colours, maybe for fear of ruining their relationships in those locations. Is that really what supporting pride is about? Shouting about it where it safer, not mentioning it where it's not?
A great example of the positive action taking place is the work Kiehl’s have done with The Trevor Project, which provides crisis assistance and suicide prevention services to LGBTQ+ youth. They partnered together last year as part of their philanthropic work to improve the communities around us most in need and last year donated $100,000. This work goes above and beyond Pride month and delivers an authentic support that ties in with the brand’s values.
Here at Brand Champions we believe that June is a time to raise awareness of diversity and inclusion. It’s important to open up the conversation and talk about what you stand for. But we don’t want us, our clients or agencies to treat Pride like a seasonal event, it should be embedded in everything we do. This needs to be clear to employees and customers and be supported all year round. 69% of people say they determine how deserving a brand is of their custom based on how closely what they say aligns with their behaviour. So, show your support, but make sure you practice what you preach all year round.
To see us in action take a look at our new diversity pledges at brandchampions.co.uk
Written By Cheryl Wills, Brand Champions
* A Forrester and FocusVision study (for 1.5 times more likely to influence their decision)