With an abundance of pride-themed ad campaigns and content, the need for brands to be authentic about their actions is even greater today. <\/p>\n\n\n\n
Businesses need to go beyond what might just be seen as \u2018rainbow washing\u2019 \u2013 i.e., campaigns and content that masquerade as goodwill. While the priority is to take a stand and deliver a message that resonates with your audience, a Pride campaign must also show compassion for and understanding of the LGBTQ community. Simply because today\u2019s consumers are aware. They recognize tokenism and call it out on social media. Goodwill cannot be played upon. It\u2019s earned. Films and videos can help earn this \u2013 relatively effortlessly.<\/p>\n\n\n\n
Here\u2019s a look at our favorite Pride films, both old and new, which have captivated audiences with inclusive storytelling. What\u2019s striking is that most of these campaigns were not restricted to Pride month. These communications come from brands that seem to truly resonate with the cause, and surprisingly the \u2018timing\u2019 wasn\u2019t important. After all, which tenet is more central to goodwill marketing than sincerity?<\/p>\n\n\n\n