Celebrating Pride as a company is about long-term, year-round support of a community, rather than a “rainbow-washing” campaign to profit from traditionally marginalized individuals.
It’s June again, and many banks, restaurants, and hotel chains have strategically fixed a rainbow logo on their social media and called it Pride. The LGBTQ+ community isn’t so easily fooled. Each year, brands are dragged on Twitter for promoting Pride merch and sales while donating to anti-gay politicians and foundations. In conclusion – consumers can see right through you.
At the heart of this issue is authenticity in corporate media. Hopping on trends is essential to staying relevant on social media and in advertising. But being LGBTQ+ isn’t a fad to be followed. Celebrating Pride as a company is about long-term, year-round support of a community, rather than a “rainbow-washing” campaign to profit from traditionally marginalized individuals.
Consumers are less inclined to trust advertising than ever before, especially when it is delivered digitally. That is why it is so crucial that your brand’s advertising and social media are always aligned with your brand’s values. Being authentic to your branding is the best way to attract and retain a loyal base of customers.
So what are your brand’s core values? How do you distill your company culture into core beliefs with an emotional appeal to the consumer? As long as you are authentic, your message should resonate.
Advertising isn’t always “Place ad, get sales.” Sometimes, advertising is about playing the long game. Branding over time increases public awareness and perception. So break out of the gimmicks and find your own brand voice.
Not sure where to start? Need a little help finding your niche? Reach out to CMT for brand research and planning services.
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