Beyond Performatism: How Brands Can Show True Pride Allyship in 2024

Who would’ve thought that in June of 2024, brands are still putting up their rainbow-themed logo as their profile picture for Pride month and calling it a day?

Not us.

In our 2024 Influencer Pricing Report, we quoted New Digital Age, which found that nearly 57% of UK consumers disengage from media and advertisements they perceive as unrepresentative. This figure jumps to 62% among LGBTQIA+ individuals, who report tuning out altogether.

But this isn’t about brands getting consumers to care about them; this is about showing true allyship.

Consumers in 2024 expect brands to show genuine social responsibility, otherwise, they a) don’t trust them and b) don’t buy from them.

So how can brands be better and support the LGBTQIA+ community during Pride and beyond? Let’s explore some impactful strategies.

Photo Credit: our talent @reystyless

1. Support LGBTQIA+ causes

Donating to and partnering with organisations that actively support the LGBTQIA+ community is crucial. This goes beyond the superficiality of changing your logo for a month. It’s about putting your money where your mouth is and making a tangible difference. Consider long-term partnerships with nonprofits that advocate for LGBTQIA+ rights and provide essential services. This demonstrates a genuine commitment to the cause and has a far more meaningful impact than a temporary visual change.

2. Partner with LGBTQIA+ creators ALL year

Collaborating with LGBTQIA+ influencers and content creators is essential not just during Pride, but throughout the entire year. These creators offer authentic voices and perspectives that can resonate deeply with their audiences. By working with LGBTQIA+ influencers, brands can ensure that their campaigns are not only inclusive but also grounded in real experiences and stories. This approach fosters a sense of community and support, reinforcing the message that the brand stands with the LGBTQIA+ community every day, not just during June.

3. Always have inclusive representation

Representation matters. Including LGBTQIA+ stories, experiences, and people in your content and campaigns is a year-round commitment. Brands need to move away from tokenistic approaches and ensure that their marketing and internal practices reflect true inclusivity. This means featuring LGBTQIA+ individuals in a variety of roles and contexts, from leadership positions within the company to the faces in your advertising campaigns. It’s about normalizing LGBTQIA+ presence and contributions in all areas, showcasing the diversity and richness of the community.

Conclusion

Consumers today are much more conscious about where they spend their money. Tey see through performative gestures and seek brands that reflect their views and beliefs. By supporting LGBTQIA+ causes, partnering with LGBTQIA+ creators, and ensuring inclusive representation year-round, brands can build trust and loyalty within the LGBTQIA+ community and beyond.

It’s time to move beyond the rainbow logos and make real, lasting commitments to equality and inclusion. Because true allyship isn’t a once-a-year affair; it’s a continuous, unwavering dedication to supporting and uplifting the LGBTQIA+ community.