Beyond the Rainbow: How LGBTQ Brands Can Make Pride Month Matter—And Last

Scott Fullerton
May 1
3 min read

With June just around the corner, it's time for LGBTQ business owners and brands to get into high gear for Pride Month 2025. But beyond the rainbow flags and festive events, there's a deeper conversation to be had about authentic support and year-round commitment to the LGBTQ community. We often talk about corporations "Rainbow Washing" during Pride Month with merchandise and programs for the LGBTQ Community, that often disappear on July 1st. Let's make sure YOUR business has an element of Pride in your culture, promotions, and community giving, all year round.

Building Bridges, Not Just Rainbows

Imagine Pride Month as a bridge, vibrant, visible, and connecting diverse communities. But what happens when the month ends? Do we let that bridge crumble, or do we reinforce it to support ongoing journeys? As a media, business, and marketing consultant for the LGBTQ community, I've seen the difference between performative gestures and genuine allyship. This guide offers proactive steps for businesses to prepare for Pride Month and, more importantly, to maintain that momentum throughout the year.

1. Start with Authenticity: Define Your 'Why'

Before launching any Pride campaign, reflect on your company's core values. Authenticity resonates more than any rainbow-colored logo. Consider why supporting the LGBTQ community matters to your brand. Is it rooted in your mission, your team, or your customer base? Understanding this 'why' ensures that your actions align with your brand's identity and fosters trust within the community.

Hot Tip: Conduct internal discussions or surveys to gauge your team's perspectives on LGBTQ inclusion

2. Collaborate with LGBTQ Creators and Organizations

Engaging with LGBTQ artists, influencers, and organizations adds depth and authenticity to your campaigns. These collaborations not only provide representation but also support the community economically. For instance, partnering with LGBTQ designers for Pride merchandise or co-hosting events with local LGBTQ nonprofits can create meaningful impact.

Hot Tip: Research and reach out to local LGBTQ organizations or creators whose values align with your brand. Have Left of Str8 Media and Consulting connect you with our hundreds of media celebrities, influencers and personalities, for your next event.

3. Educate and Empower Your Team

Internal education is crucial. Offer workshops or training sessions on LGBTQ inclusivity, terminology, and allyship. Empowering your team with knowledge fosters a more inclusive workplace and ensures that your external messaging is backed by genuine understanding.

Hot Tip: Invite LGBTQ speakers or consultants to lead these sessions, providing firsthand insights and experiences. Again, we can help make those connections.

4. Audit Your Marketing Materials

Review your marketing content to ensure it reflects diversity and inclusivity. Avoid stereotypes and ensure that LGBTQ individuals are represented authentically. This audit should extend beyond Pride Month materials to all year-round content.

5. Support LGBTQ Causes Year-Round

True allyship extends beyond June. Commit to supporting LGBTQ causes throughout the year, whether through donations, sponsorships, or volunteer efforts. This consistent support demonstrates that your brand values the community beyond marketing opportunities.

Hot Tip: Establish a calendar of LGBTQ events and causes to support quarterly.

6. Share Stories, Not Just Symbols

Highlight stories of LGBTQ individuals within your organization or community. Sharing personal narratives fosters connection and showcases your brand's genuine commitment to inclusivity. These stories can be shared through blogs, videos, or social media posts.

Hot Tip: Create a content series spotlighting LGBTQ voices, from either the LGBTQ community writ large, or better yet, from your own employee ranks, ensuring they feel seen and their stories matter.

7. Measure Impact and Seek Feedback

Assess the effectiveness of your Pride initiatives by gathering feedback from employees, customers, and partners. Use this data to refine future efforts and demonstrate a commitment to continuous improvement.

Hot Tip: Implement anonymous surveys post-Pride Month to gather honest insights.