Threatened Rights Spur Pride Month Efforts

Threatened Rights Spur Pride Month Efforts

There is rarely a shortage of brands proclaiming their alliance and support with the LGBTQ+ community every June. This year, however, the support seems to have taken on a more pointed tone this Pride Month, particularly in the wake of Florida’s passing of its so-called “Don’t say gay,” legislation. 

Indeed, Disney, which found itself under fire from LGBTQ+ rights activists for not taking a public stance against the legislation (and facing ire from conservatives once it did so) has begun promoting rainbow-themed clothing under a “Pride Collection” name. Through June, profits from the sales of the Pride Collection products, which include Pixar, Star Wars, Marvel, and Disney lines, will be donated to a number of LGBTQ+ charity and advocacy organizations. 

“The Disney Pride Collection was created by LGBTQIA+ employees and allies at The Walt Disney Company and is a reflection of their incredible contributions and place at the heart of the company,” read a statement on the company’s website. “We stand in solidarity with our LGBTQIA+ community everywhere.”

Lush Cosmetics’ issued a similar sentiment in support of the LGBTQ+ community (and in opposition to Florida’s law) with gold and glitter soap bar that includes the phrase, “Gay is OK.” The company hopes to raise $50,000 from the product’s sales to donate to the civil rights organization Equality Florida. 

While not directly tied to Florida’s legislation, Oreo’s marketing director, Olympia Portale, stressed the need for “words of love” in support for the LGBTQ+ community as the brand reinforced its three-year partnership with PFLAG National. For this year’s promo, the brand has created Pride-themed packaging that is covered in words of support. In addition, the cookies inside all include the message, “Proud,” on the cookies. (Calvin Klein is also supporting PFLAG and the Transgender Law Center to support LGBTQ+ education, inclusion and justice, while also featuring LGBTQ+ families in its latest ‘This is Love’ campaign.)

In addition to the This Is Love campaign, the label will continue its partnership with PFLAG National and Transgender Law Center to support LGBTQ+ education, inclusion and justice.

Similarly, Procter & Gamble and iHeartRadio are teaming up for a live-streamed performance called, “Can’t Cancel Pride – Proud AND Together.” The event, featuring performers including Elton John, Katy Perry and Lizzo, will benefit “LGBTQ+ organizations with a track record of positive impact and support of the LGBTQ+ community,” such as GLAAD, SAGE, The Trevor Project, and others, according to a release

Unilever, meanwhile, has announced it will continue its efforts to focus on systemic change to end conversion therapy programs, work to support HIV decriminalization efforts, and support organizations offering nutritional support for the LGBTQ+ community, particularly in areas that received the lowest ratings in the Human Rights Campaign’s Municipal Equality Index. In addition to these efforts, the company will “work to fight anti-trans legislation across the U.S. given the recent increase in proposed legislation targeting LGBTQI+ communities” according to a release.

Absolut, meanwhile, is using its new “Out & Open” campaign to support LGBTQ+ bars and restaurants. According to the brand, more than 15% of LGBTQ+ themed establishments closed between 2019 and Spring 2021. “After being on the shelves of these spaces for four decades, we understand how critical they are—and that they are much more than just spaces to enjoy a cocktail,” Pam Forbus, CMO of Absolut parent Pernod Ricard, told Adweek Magazine