LGBTQ+ rights are one of the issues young people feel most passionate about, and they are more likely to champion a brand that shares their beliefs. They not only prefer but expect to see brands supporting the LGBTQ+ community, from standing up for their rights to catering to the substantial number of young consumers who belong to that group. As we wrote in our recent post on how brands can support marginalised young people, Gen Z wants to see this year-round, but Pride Month is certainly a great place to start.
Here are some inspiring examples of what some of the leading Gen Z brands are doing to celebrate Pride this year:
Happy Socks is already known for its colourful products, but they’ve gone full rainbow for their new collaboration with gender-free clothing brand Phluid Project. The collection aims to raise awareness of the mental health issues faced by LGBTQ+ young people and will donate 10% of profits to The Trevor Project.
Puma chose to collaborate with model/actress Cara Delevingne, a member of the LGBTQ+ community herself, on their 2020 Pride collection. Together, they have created a range of rainbow-themed products with 20% of proceeds going to a number of charities selected by Cara, including GLAAD, The Trevor Project and Mind Out.
Make-up brand NYX has created a Pride Equality For All hub to help educate their audience about LGBTQ+ issues, including how to use the correct pronouns and how to be a better ally. They are showcasing stories from young LGBTQ+ people, and have made clear that their support will last much longer than Pride Month.
Disney has launched a new Rainbow Disney Collection to celebrate Pride Month 2020, including clothes, accessories, soft toys and more. They are also making donations to a range of charities, including Diversity Role Models (UK) and GLSEN (US), and the Disney Channel will be airing educational content throughout the month.
Online retailer ASOS has used Pride Month as an opportunity to educate consumers about the history of the movement, including the black and Latinx women who started the Stonewall uprising. This includes the #LearnTogether series on TikTok, drag aerobics on Instagram and much more as part of their #ProudTogether campaign.
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