Lessons from the Headlines: Pride Month
It's not uncommon for brands to leverage holidays, memorialized months, or particular seasons to run campaigns. The most recent Pride Month, dedicated to celebrating the LGBTQ+ community, was no exception. Numerous brands, ranging from Target to Costco to Bud Light, supported Pride Month in various ways. However, for many of these brands, their efforts were met with backlash—not necessarily due to their support for Pride, but for the perceived superficial nature of their campaigns.
Target and Bud Light serve as two recent examples of brands that faced significant backlash because of their LGBTQ+ marketing campaigns. In response, Bud Light placed its newest marketing head on leave and issued public statements in an attempt to address the backlash. Unfortunately, the brand ultimately upset both supporters and opponents of the campaign. In such scenarios, everyone loses.
To avoid these situations, brands can ask themselves three questions prior to launching a holiday campaign:
Is it authentic?
Does it align with our core values?
Does it mirror our long-term commitments?
Is the Campaign Authentic?
Much like discerning authenticity in individuals, the same principle applies to brands. Authenticity is exemplified through integrity and genuine intentions.
Authenticity requires brands to align actions with values. It means going beyond surface-level gestures and truly understanding the needs and experiences of the communities celebrating. Brands must educate themselves on the history, struggles, and ongoing challenges faced by celebrants. This knowledge enables brands to develop meaningful campaigns that resonate with authenticity and empathy.
To demonstrate authenticity, brands can actively involve members of the target community in the planning and execution of their campaigns. By incorporating diverse perspectives, experiences, and voices, brands can ensure their messaging is respectful, accurate, and representative.
Ultimately, authenticity is a fundamental principle that should guide a brand's actions year-round. By embodying authenticity, brands build trust and establish meaningful connections.
Does the Campaign Align with Our Core Values?
The pursuit of publicity should never overshadow a company's core values. If a brand chooses to embark on a public campaign tied to an event, it must be prepared to defend its position, unless, of course, it was a major misstep.
A company's core values reflect its identity, purpose, and the principles for which it stands. By integrating these values into PR campaigns, a brand can effectively communicate its authentic intentions and establish a strong connection with its target audience. This alignment enhances brand reputation while fostering long-term loyalty and advocacy among consumers who share similar values.
Defending the company's position in a public campaign becomes easier when aligned with its core values. By staying true to its beliefs, a brand can confidently articulate its stance, address criticism, and engage in meaningful dialogue with stakeholders.
Does Campaign Mirror Our Long-Term Commitments?
Additionally, brands should prioritize long-term commitments rather than short-lived campaigns. Supporting any community should extend beyond a single campaign. Brands can engage in ongoing partnerships with relevant organizations, sponsor related events, and implement internal policies that foster inclusivity and diversity within their own workforces.
The moral of this story: Public statements or affiliations must be carefully considered. Every decision will inevitably face its share of critics. If a brand is unprepared to publicly defend its position, then it’s not worth pursuing.
