Just two-thirds of the brands to have launched a marketing campaign that coincides with Pride month donate to LGBTQ+ causes, research has found.
A survey carried out by digital marketing agency Reboot Online found while 84% within the LGBTQ+ community feel positive towards brands that use Pride month to run LGBTQ+ campaigns, 96% believe those brands should be more supportive of Pride throughout the year.
Further, almost a quarter of respondents (23%) believe brands are just trying to use Pride to sell products, rather than trying to support the cause. In addition 12% of the 122 brands examined scored less than 80% on “steps to ensure greater equity for LGBTQ+ workers and their families”.
Pride month is an international recognition of the struggle against discrimination and violence toward the LGBTQ+ community and a celebration of dignity and equality rights. June was selected as the month commemorates the Stonewall riots which took place in New York City in June 1969, where members of the LGBTQ+ community held violent demonstrations in response to a police raid.
Nearly a third (29%) of the organisations studied had not run an LGBTQ+-related marketing campaign before this year.
Reboot polled 250 LGBTQ+ respondents for its survey, and looked at the LGBTQ+ marketing campaigns of 122 brands.
In January agency group Chime launched an LGBTQ+ network across its 54 agencies, giving employees the chance to learn from experts, share experiences and build connections across the community.
