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This way, they gave each participant an equal chance to create a supportive representation of the LGBT community. Bank asked their consumers for inspiration by opening the contest to any and all who submitted designs. Bank: Be inclusive with your marketing strategies. The bank unveiled its Pride-inspired debit card in a tweet last year, just before Pride month.Īctionable Marketing Tip from U.S. Bank held a design contest in January 2017 encouraging consumers to submit open and affirming concepts for a debit card layout.
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In an effort to inspire and uplift the LGBT community, U.S. Bank participated in 30 different Pride celebrations across the United States last year and has been named a “Best Place to Work for LGBT Equality” for 10 years running. As HRC says, “Modifying or withdrawing ads after negative criticism from conservative groups suggests waffling and alienates LGBTQ consumers.” Even though Oreo received backlash after their 2012 rainbow cookie, the brand has continued to show steady support for the LGBT community. In 2015, Oreo’s Twitter account released a well-shared photo with rainbow-colored, vanilla cream cookies and the caption, “we’re all the same on the inside.”Īctionable Marketing Tip from Oreo: Oreo follows one of the Human Rights Campaign (HRC) tips: be consistent and be confident. Oreo’s support of the LGBT community initially sparked backlash from conservatives, but the brand stayed true to supporting the cause. Their adapted cookie included cream fillings in all colors of the rainbow and was accompanied by the tag line “proudly support love.” The post collected nearly 38,000 comments and 226,000 likes. In 2012, Oreo first shared their Pride cookie on the brand’s company page. He traveled nearly 450 miles to support a business who supports him. franchise because he appreciated McDonald’s inclusive stance on Pride, which made his community feel valued. One customer drove from his Midwestern state to a Washington, D.C.
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Sporting rainbow colors and their Golden Arches as the “arches at the end of the rainbow,” McDonald’s tweets explained they would be handing out goodies while marching in the 2017 Pride parade.Īctionable Marketing Tip from McDonald’s: Make your consumers feel valued. With a spin on their slogan, McDonald’s pushed “#LovinisLovin” to show their support for the LGBT community and appeal to consumers who may identify with the message. and the San Francisco Bay area celebrated Pride month last year with a rainbow fry box and by participating in the local Pride March. McDonald’s franchises in Washington, D.C. (Of course, demonstrating an understanding of your audience and showing how they are valued is right any time of the year.) 10. In celebration of Pride month, here’s a look at how ten brands engaged the LGBT audience through authentic messages of inclusivity. Plus, 54% of millennials say they’d choose LGBT-friendly brands over non-equality focused brands. population identifying as LGBT, this minority group represents nearly $1 trillion in buying power. In addition to the ethical reasons many brands support the LGBT community, there are growth incentives as well. June is Pride Month in America, which makes it the perfect time for brands to publicly demonstrate their support of the LGBT community, also known as LGBTQ and LGBTQIA (lesbian, gay, bisexual, transgender, queer or questioning, intersex, asexual or allied).