Pride Month has gained mainstream visibility in recent years, with many major brands selling Pride-themed merchandise and partnering with prominent LGBTQ+ social media influencers, among other marketing strategies. In general, CivicScience data has shown that the majority of LGBTQ+ consumers have been in favor of brands selling merchandise and running ad campaigns related to Pride Month, saying they were more likely to support brands who do. However, Pride marketing had been falling out of favor with a growing percentage of LGBTQ+ consumers, particularly Gen X adults.

Where do the numbers stand this year? Data tracking reveals an increase in support of brands who engage in Pride Month marketing and advertising, up two percentage points from last year. What’s important to note is the percentage of LGBTQ+ adults unfavorable to Pride-themed campaigns has fallen significantly, and more have adopted a neutral stance on the issue.

Join the Conversation: Do you typically make a point to buy Pride Month products at stores?

In fact, there is a growing neutrality among the general population as well – 37% of the Gen Pop say their purchasing behavior would not be impacted by whether or not a brand aligns with Pride Month, up from 33% in 2023.1

These shifting sentiments are showing up in other ways, too. Data show a 10% increase year over year among LGBTQ+ consumers who say they would switch to brands that share their values. They are also more likely to say they would boycott brands that support causes they’re against. Meanwhile, the same sentiments among the general U.S. population have decreased slightly since last year.

The increased importance of brand values among LGBTQ+ individuals could also be connected to current high levels of concern for the rights of LGBTQ+ Americans. Recent data show that 79% of LGBTQ+ adults are concerned about LGBTQ+ rights in the United States, with 48% ‘very concerned.’

For brands that are looking to align with Pride Month, how can they do so while avoiding “rainbow washing,” or what could be seen as virtue signaling that runs the risk of falling flat or alienating audiences they intend to support?

According to consumers (both the general adult population and LGBTQ+ adults), making connections with the LGBTQ+ community is key. The leading way brands can demonstrate authenticity during Pride Month is by collaborating with LGBTQ+ owned businesses or creators, which can be interpreted to include social media influencers and brand ambassadors. Engaging and allying with LGBTQ+ organizations and causes is also viewed as important to LGBTQ+ consumers, as is adopting a year-round strategy beyond Pride Month.

Weigh In: Do you think corporations should or should not participate in Pride month?

Overall, Americans tend to be favorable or neutral toward brands celebrating national months for women and minorities, such as Pride Month, Black History Month, and Women’s History Month. Thirty-four percent of U.S. adults are in favor of this, while an additional 34% are neutral. The numbers increase among LGBTQ+ adults, to 57% favorable and just 25% neutral.2

When it comes to Pride Month, brands that show their support are generally seen positively by LGBTQ+ adults, especially Gen Z and Millennials. But brands that make meaningful connections with LGBTQ+ businesses and the broader community beyond the month of June are likely to have more of an impact in the minds of consumers.

Interested in how your brand can drive winning ad campaigns by leveraging insights like these?

  1. n=20,566 responses from 05/20/2022 to 06/20/2024 ↩︎
  2. n=484-3,184 responses from 02/12/2024 to 06/20/2024 ↩︎