Pride month campaigns should come with ‘active’ LGBTQ+ support

Logo changes are perceived as “shallow” publicity stunt.

Pride month campaigns of retailers should could with active support for the LGBTQ+ communities, GlobalData reported. 

This comes as consumers’ perceive logo changes during the Pride month as a “shallow” publicity stunt. 

“Ahead of the Pride month, retailers should ensure their actions are aligned with their target consumers, as young consumers especially are acutely aware of whether retailers are ethical and support social causes,” Sophie Mitchell, Retail Analyst at GlobalData said.

“Retailers and brands whose actions have resonated well with consumers when it comes to supporting the LGBTQ+ community include Apple, IKEA, Happy Socks, and Converse, which will have boosted sales for these retailers.”

Apple, for instance, rolled out a Pride edition rainbow watch band. Proceeds from the product are earmarked for its ongoing support to LGBTQ+ advocacy organisations.