Nothing proclaims happiness and pride more than a celebratory bouquet of flowers. As Pride Month approaches, 1-800-Flowers.com is showing solidarity with the LGBTQ+ community with a special arrangement and promotion to celebrate love without limits.
“Our vision as a company, to inspire more human expression, connection and celebration, is at the center of everything we do,” said Sloane Lucas, the company’s Director of Social Responsibility. “This means for everyone. We believe that celebrating the uniqueness of every individual makes us a better company.”
Through June 30, the company will donate 20% of the net proceeds from its Pride Bouquet (a kaleidoscopic arrangement of multi-colored roses) to GLAAD. The company has also made a separate $25,000 monetary donation to the organization, which is the leading advocacy organization for LGBTQ+ representation. Since 2014, the company has directed more than $200,000 in monetary and in-kind donations to the nonprofit, Lucas said.
“We seek to inspire more human expression, connection, and celebration – for everyone,” said Lucas. “We believe there are no limits on love and constantly strive to create innovative products, resources, and content that are inclusive of our diverse customer base.”
The promotion, which extends and emphasizes the brand’s #NoLimitsOnLove brand positioning introduced earlier this year, will include a dedicated landing page, which includes a video featuring an original poem, “In Bloom,” by Britt Gambino. The poem, which includes lines such as “a love once hidden, now bursting boldly,” celebrates the many forms love may take and how it can help people bloom together.
“Through various mediums, we are accelerating our engagement efforts as we seek to foster a real sense of community with our customers during Pride Month and beyond,” Lucas said. “Community is a powerful thing.”
The website also includes a blog series where consumers can learn more about GLAAD and LGBTQ+ representation and the symbolism of flowers in the LGBTQ community. The site also includes free eCards and virtual backgrounds consumers can use to celebrate Pride Month.
Additionally, the brand has nurtured an LGBTQ+ community through its Connection Communities peer-to-peer support portal. The Connection Communities offer consumers an opportunity to take part in group discussions and connect with others around shared life experiences and meaningful life events.
“Creating unique ways to help customers engage with each other — and our company — is something we are continually focused on,” Lucas said. “We want to foster a real sense of community with our customers as we help them build relationships, express themselves, and connect in new ways beyond the transactional process.”
