For brands interested in celebrating the LGBTQ+ community and taking part in efforts aimed at increasing inclusivity, Pride Month (the month of June) is a prime opportunity.
How can those in the food industry go beyond rainbow logos to form authentic partnerships and create offerings that advocate, elevate, and raise awareness? Here’s what some food, beverage, and restaurant brands are doing.
The Importance of Authentic Engagement
Knowing your audience is an important aspect of engaging with consumers and having a positive impact. Brands that fail to do so risk an incredible backlash. Consider the disastrous collaboration between Bud Light and transgender influencer Dylan Mulvaney in 2023.
The company likely had the best of intentions when it created a commemorative can for the popular influencer, who was, at the time, documenting her transition with a “365 Days of Girlhood” social media series.
Unfortunately, the backlash from Bud Light’s core audience of working-class conservatives was not receptive, with sales plunging an estimated 26% YoY in the month following the promotion.
Even worse, Mulvaney faced significant online harassment and transphobia following the incident, a situation she claims the brand did nothing to address. Her online followers rallied to her support, criticizing the brand for its inaction.
Instead of promoting inclusivity, Bud Light managed to alienate not one but two demographics, proving that companies looking to participate in Pride Month and make an impact must do so authentically.
The efforts should spring from core values and an understanding that genuine campaigns will reach the intended audience while performative efforts could fall flat. Fortunately, there are many examples of brands doing it right.
Keep up with the latest trends! Subscribe to our Weekly Newsletter here!
Partnerships and Limited-Time Offers
Rainbow-hued drinks and drag brunches are par for the course when restaurants lean into limited-time offerings and events geared toward Pride Month patronage, but brands can do so much more.
In 2024, Chipotle launched the “Love What Makes You Real” campaign, including “The Pride Edit” branded merchandise, with $10 from every sale (with a minimum contribution of $5,000 and a maximum of $25,000) going to GLAAD.
Starbucks is no stranger to LTOs, promoting seasonal and holiday menus throughout the year. Starbucks locations in countries around the world recognize Pride Month with limited-time beverages and merchandise. In 2023, Brazil’s Pride Frappuccino went beyond raising awareness by donating net profits to nonprofit organizations supporting LGBTQ+ communities.
Last year, Starbucks partnered with queer British artist Sofie Birkin on a Pride Month merchandise collection. The company also champions LGBTQ+ communities and efforts throughout the year with grants and awards to nonprofit organizations, resources for advocates working toward equality, and supportive policies for LGBTQ+ employees.
Related: Snacking Trends for this Summer— Bars, Bites, and Better-for-You Cravings
Shaping the Narrative
Brands that emerge from politically controversial Pride promotions unscathed tend to do this by embracing a long-term commitment to values like inclusivity and equality, gaining a moral edge and a level of authenticity in the process.
In addition, the narrative the brand is promoting matters. This encompasses not only partnerships with LGBTQ+ organizations and individuals but also campaigns that speak to authenticity. Storytelling-driven marketing strategies resonate with customers to connect brands and their audiences.
Consider the Skittles 2024 “Find Your Community” campaign, which used rainbow visuals in advertising to support the message that not all LGBTQ+ people are the same and that “finding your folks makes your colors shine brighter than ever.”
The brand provided an online directory to help customers locate communities and events and partnered with GLAAD to donate a dollar from every pride pack sold (up to $100,000).
Proud Participation
While brands genuinely looking to support LGBTQ+ causes can always find ways to participate in Pride Month, it’s important to do so authentically through partnerships that give back to communities and sustained efforts to support inclusivity and equality.
Have questions or want more trend insights about our trends? Get in touch with us today! Contact us here
