Every June, brands across North America launch Pride campaigns filled with rainbow visuals and promises of inclusion. Although these efforts are highly visible, many 2SLGBTQIA+ people remain skeptical about whether they reflect meaningful support. For some, the gap between Pride messaging and meaningful action can leave these campaigns feeling disconnected from the realities of 2SLGBTQIA+ communities.
Drawing on our “Pride in Practice” research, a post-Pride 2023 survey with 500 2SLGBTQIA+ participants from Canada and the United States, we explore the reasons behind this frustration and what you need to understand as you plan Pride marketing.
Visibility Alone Is No Longer Enough
For many years, increased visibility was an important marker of progress for 2SLGBTQIA+ communities. Our research suggests that many audiences now expect something more from Pride marketing.
Respondents noticed when representation felt limited, when support appeared seasonal or when public messaging wasn’t backed by meaningful action. The criticism wasn’t directed at Pride visibility itself. Rather, participants wanted visibility to be paired with meaningful action, broader representation and support that extends beyond Pride Month.
Where Representation Falls Short
Authenticity remains a major sticking point. Many respondents felt Pride marketing often failed to reflect the full diversity of the community, relying instead on predictable or limited portrayals.
Survey responses highlighted whose stories and faces are often missing: neurodivergent people, those with disabilities, individuals who are racialized, older adults, youth, Two-Spirit folks and people in non-traditional or marginalized relationships.
Participants expressed frustration with token gestures and symbolic representation, calling instead for natural, multidimensional portrayals of queer lives. Intersectionality emerged as a recurring theme, with respondents emphasizing the need for Pride marketing that reflects the diverse experiences within the community rather than presenting a single, uniform version of queerness.
What Makes Marketing Feel Superficial
One recurring criticism of Pride advertising is how seasonal and transactional it can feel. Plenty of campaigns rely on rainbow merchandise, Pride-themed social posts and temporary logo changes before fading from view once Pride Month ends.
The frustration goes beyond clumsy stereotypes. Respondents pointed to short-lived support, sanitized messaging and campaigns that seem designed for straight, cisgender audiences rather than reflecting the full diversity of 2SLGBTQIA+ experiences.
What matters even more are the choices brands make behind the scenes: supporting community organizations, showing up when issues affect 2SLGBTQIA+ communities and fostering inclusive workplaces.
Authenticity is built through action. Respondents consistently emphasized that Pride messaging feels more credible when it is supported by meaningful commitments that continue throughout the year.
Generational Perspectives Add Another Layer
While concerns about representation were widespread, our research also found some differences in how age groups responded to Pride marketing.
Many younger respondents were skeptical of Pride-themed branding that lacked visible action, while some older respondents viewed increased visibility as meaningful progress. Across generations, however, participants consistently emphasized the importance of authenticity, ongoing support and representation that reflects the diversity of the community.
What Brands Must Rethink
Today, audiences are looking beyond Pride Month campaigns and paying closer attention to what brands do throughout the year. They want to see support reflected in policies, partnerships, workplace culture and community involvement. They also want to see the full diversity of 2SLGBTQIA+ experiences reflected in the stories brands choose to tell.
The takeaway is simple: Pride marketing is most effective when it reflects a genuine commitment to the community. Visibility still matters, but it carries the greatest impact when paired with authenticity, accountability and action.
Those expectations have real implications for brands. Recent Human Rights Campaign research suggests that companies perceived as retreating from inclusion efforts risk losing trust among LGBTQ+ consumers, reinforcing the value of consistent, authentic support.
FAQ
Why do so many 2SLGBTQIA+ people feel disappointed in Pride marketing?
Many respondents felt Pride marketing lacked the depth, representation and ongoing commitment they were looking for. Campaigns that focus primarily on rainbow branding or seasonal visibility can feel disconnected from the realities of 2SLGBTQIA+ communities when they aren’t supported by meaningful action throughout the year.
What big representation gaps still exist in Pride campaigns?
Most campaigns still leave out intersectional groups. This includes neurodivergent individuals, racialized people, people with disabilities, older community members, youth, Two-Spirit individuals and people in relationships that are not commonly portrayed. The result is a narrow, generic version of queerness that leaves many feeling unseen.
What does authentic allyship look like according to survey participants?
Real allyship means so much more than a colourful logo or a themed June campaign. The community wants honest storytelling, year-round donations and support, company policies that create real safety and belonging, visible advocacy and engagement that never drops off once Pride ends.
How do views on Pride marketing differ between age groups?
Many younger respondents expressed skepticism toward Pride-themed branding that lacked visible action or year-round support. Some older respondents viewed increased visibility as meaningful progress while also emphasizing the importance of ongoing commitment. Across generations, authenticity and meaningful action remained common expectations.
Why don’t rainbow colours and slogans make a lasting impact anymore?
Pride-themed branding rings empty when it is not paired with consistent support. If companies fail to back up those public messages with solid action, thoughtful internal policy and real investment in 2SLGBTQIA+ advocacy, audiences may question the credibility of the campaign.
How can brands truly earn the trust of 2SLGBTQIA+ consumers?
The key is multidimensional storytelling, meaningful inclusion and ongoing action that never depends on the season. Companies need to get honest about who they feature, support community initiatives year-round, maintain truly inclusive policies and keep showing up well beyond a single calendar month.
