Infographic: If Your Pride Marketing Plan Is a Rainbow Flag, Think Again

Consumers are done with performative allyship and are demanding brands take action

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Every June, the world gets a little more colorful. But if turning your brand’s logo into a rainbow flag is your Pride Month strategy, head back to the drawing board.

Younger people in particular are over the rainbow, according to social listening insights from AI-powered data platform Influential. Across Facebook, Instagram, Twitter, YouTube, TikTok, blogs and forums, just 14% of Gen Z looked favorably on rainbow flag campaigns, with support highest among baby boomers (42%). 

And while corporate contributions to LGBTQ+ groups were much more appreciated—with millennials approving the most (73%)—the LGBTQ+ community and their allies are also looking at who is taking action on the issues they care about most. 

In 2021, trans rights and same-sex marriage topped the social conversation.



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This story first appeared in the June 6, 2022, issue of Adweek magazine. Click here to subscribe.