How brands can support Pride meaningfully

Questions marketeers should ask themselves

Pride month is a moment many brands choose to mark publicly. But doing so without real understanding or substance can backfire. A colourful campaign means little if it isn’t backed by action. Before you add a rainbow to your logo or plan a new activation, take a moment to pause and reflect.

Here are five initial questions every brand team should ask themselves before engaging with Pride brand campaigns.

1. Do you actually mean it?

Not every brand should have external Pride communications. If you're doing it out of obligation or because you feel you should, it’s worth reconsidering. A shallow gesture does not build trust, and performative support is often called out. Pride is not a seasonal marketing moment, it’s a chance to reflect on your values and act on them with care. If the answer to “why are we doing this?” isn’t clear, it may be better not to.

2. Have you consulted your LGBTQIA+ colleagues?

Your Employee Resource Group, if you have one, should be involved from the beginning. Their perspective should help shape your thinking, not simply approve it. If you don’t have a group in place, consider why that is, and look at how you can listen to and learn from queer colleagues and community voices in an ethical and thoughtful way. Internal insight is just as important as external messaging.

3. What’s the culture people speak about, not just the one we write down?

Every workplace has its own stories. The things that happened in meetings, the moments that shaped someone’s decision to stay, or to leave. Over time, these become myth; the quiet, unspoken truths that define how people really experience your brand from the inside.

It’s not enough to point to policies or vision statements. You need to understand what the culture feels like day to day. What do people say to each other privately? What do they warn new joiners about? Do queer employees feel supported when it matters most?

4. Who are your leaders, and are they visible?

Representation in leadership matters. If your senior team lacks diversity, it may not be the right time to launch a campaign. Allyship also matters. Are leaders actively supporting LGBTQIA+ employees? Are they showing up to internal events? Are they taking responsibility for fostering an inclusive culture? Their actions need to reflect the values you claim to hold.

5. Are you in this for the long term?

Support for LGBTQIA+ communities shouldn’t start and end in Pride month. Think about how you can build long-term relationships. That might include funding grassroots organisations, commissioning queer creatives, or investing in internal education. If your business operates globally, you’ll also need to think about how you approach countries with laws and cultures that do not support or even criminalise LGBTQIA+ people.

Why it matters

Done thoughtfully, Pride engagement can be a powerful expression of your values. But it has to be real. Start by asking the right questions and be prepared to take action behind the scenes, for many years, before sharing anything publicly.

If you need support shaping a clear, inclusive communications strategy, we can help. At Love Comms, we work with brand and internal teams to help ensure that what you say publicly is grounded in the work you’re doing privately.