Since last year, Pride Month marking has gotten quieter. Brands that once loudly waved the rainbow flag, have gone silent, and the LGBTQIA+ community is taking note.
LGBTQ+ audiences expect more from brands than selling rainbow merch during Pride. Brands must show that their support is authentic, year-round.
The LGBTQ+ community holds about $1.4 trillion in buying power in the US (just under the GDP of Spain). Now more than ever, they’re supporting brands that align with their values, and ditching those that don’t.
Partnering with LGBTQ+ creators and supporting their community beyond Pride can build lasting trust and loyalty.
6 Pride Month marketing best practice
If you want to connect with LGBTQIA+ creators and genuinely support the community in a meaningful way, start here:
1. Advocate year-round
When the rainbow flag only shows up in June, it’s a red flag.
True advocates don’t stop when Pride Month does. People will take note of which brands go silent on LGBTQ+ causes come July 1st.
To show your support is authentic, make a year-round commitment. Here are a few ways to support the LGBTQ+ community beyond Pride:
- Feature LGBTQ+ creators in your campaigns throughout the year.
- Donate to organizations that celebrate queer culture and support LGBTQ+ causes.
2. Put values above profit
Brands that want to reach LGBTQ+ audiences must support them—even when it’s not profitable or trendy.
Every June, countless brands release Pride collections and rainbow merch. That’s not necessarily bad. But, if that’s all you’re doing, then you’re just rainbow-washing (using Pride symbols solely to profit from the LGBTQ+ community).
At best, you come across as inauthentic and opportunistic. At worst, you lose trust, damage your reputation, and offend the audience you were trying to reach.
Brands that treat Pride Month as a way to cash in, ultimately lose. According to Nielsen, 72% of LGBTQ+ consumers stop buying from brands that don’t value their community.
Instead, be clear about your brand values and stick to them (even when it’s tough) with consistent, meaningful actions.
Example: When many big brands caved to political pressure and scaled back DEI efforts, Costco doubled down. In January, 98% of Costco shareholders rejected an anti-DEI proposal.
The company stuck to its values, but that doesn’t mean supporting DEI initiatives isn’t good for business.
- It’s had 16 consecutive weeks of increased foot traffic.
- It sparked a “buycott”—the opposite of a boycott. Customers are showing their support by shopping at Costco instead of its anti-DEI competitors.
3. Allyship requires action
Brands hold enormous power and can be valuable allies to the LGBTQIA+ community. But today, saying you’re an ally isn’t enough.
People are noting (and often ditching) companies that publicly celebrate Pride in their marketing while quietly donating to anti-LGBTQ+ politicians and causes.
True allies take action. They support LGBTQIA+ inclusion and equality in ways that create meaningful impact.
Example: Ben & Jerry’s has been vocal about LGBTQIA+ rights long before it was profitable to do so. Here’s how:
- Inclusive workplace policies – In 1989, Ben & Jerry’s was the first major company to give full employee benefits to same-sex partners.
- Financial donations – In 2015, it renamed the Chocolate Chip Cookie Dough flavor to “I Dough, I Dough” and donated sales to the Human Rights Campaign to celebrate same-sex marriage legalization.
- Public advocacy – The company and its founders consistently speak out against anti-trans and anti-LGBTQIA+ legislation and publicly advocate for trans healthcare and equality.
4. Let LGBTQ+ creators lead creative
LGBTQ+ creators know how to speak to their communities better than a PR team.
They also have lived experiences and audiences who trust them, so their perspectives are valuable.
Instead of sending LGBTQ+ creators a brief or script, bring them into the creative process early on.
- Ask questions like: “What does Pride mean to you, and how can we support that story?”
- Invite them to collaborate with you on your Pride collections, campaign messaging, and visuals.
- Let creators tell their stories in their own voice. Collaborate closely but give them space to express themselves.
Example: UGG co-created its Pride collection with LGBTQ+ influencer and comedian Alok Vaid-Menon. The brand also stressed that it’s a year-round mission, not solely for Pride month.
Then, it backed up its commitment by donating $200,000 to LGBTQ+ organizations It Gets Better, Pacific Pride Foundation, and PFLAG National.
5. Amplify voices, not labels
Representation matters, but don’t treat diversity like a checklist.
Being a diverse and inclusive brand doesn’t mean ticking off checkboxes or meeting a quota. LGBTQ+ creators are more than their identity. Reducing them to certain labels can become tokenism.
Instead, search for LGBTQ+ influencers whose values, content, and audience align with your brand.
6. Create a response plan
Pride campaigns can invite conversation and controversy. Dialogue is part of progress, but the internet is not always a friendly place.
Prepare your team with a thoughtful response plan. It should outline how your brand will handle questions, hateful comments, praise, and other reactions.
- Make your stance on discrimination and harmful speech clear.
- Decide when to hide hateful comments.
- If you respond, prepare a few messages in advance and carefully review them.
Planning ahead will help your team stay consistent under pressure, avoid missteps, and take action confidently.
LGBTQ+ influencer marketing campaign examples
When planning your next influencer marketing campaign, look to brands that LGBTQ+ creators and their communities trust. Here are a few authentic and impactful influencer campaign examples.
Converse
Converse has long collaborated with LGBTQIA+ influencers—and not just during Pride month. Like many brands who do Pride right, Converse partners with LGBTQ+ creators throughout the year.
Recently, it ran a Valentine’s Day campaign with transgender model and content creator Alex Consani.
For this year’s Pride, the brand also invited members of its LGBTQIA+ community to write letters to their future selves. Their stories are shared prominently on Converse’s website and social media.
The shoe brand also pledged over 3.4 million to donations and grants to LGBTQ+ organizations and causes.
Wildfang
@wearewildfang VIVIAN WILSON FOR WILDFANG
Wildfang is a queer-owned, female-founded clothing brand from Portland. It’s known for its inclusive, gender-fluid products and unwavering support of LGBTQ+ rights.
It often partners with LGBTQ+ creators and activists. For Pride this year, the brand partnered with trans model and activist Vivian Wilson. Wildfang and Vivian co-created a limited collection, including a tee with 100% of profits going to The Trevor Project.
MAC Cosmetics
MAC is another brand that focuses on supporting the LGBTQIA+ community beyond June. Although it has seasonal Pride drops, its influencer strategy focuses on year-round impact.
The beauty brand donated 100% of the profits from its 40 Shades of Pride Eye Shadow Vault for Pride 2024. It also partners with LGBTQ+ brand ambassadors like transgender influencer and singer Kim Petras.
Through its Viva Glam fund, it has raised over $520 million to support health, equality, and LGBTQIA+ initiatives.
Top LGBTQ+ influencers on TikTok, Instagram, and YouTube
Successful campaigns start with choosing the right LGBTQ+ influencers who align with your brand values and voice. If you’re looking for your next brand partner, these are some top LGBTQIA+ influencers on TikTok, Instagram, and YouTube.
1. @cyrusveyssi – Cyrus Veyssi
@cyrusveyssi 😩😩😩
Kissy Duerre is a rising TikTok influencer with 600K followers. She often shares “Get Ready With Me” (GRWM), beauty, and fashion videos. However, much of her content focuses on advocating for Black transgender women and educating others on trans issues.
6. @kevinyeedotcom – Kevin Yee
@kevinyeedotcom Labubu @POP MART US #crochet #labubu ♬ original sound – Kevin Yee
Kevin Yee self-identifies as a “depressed gay uncle”. He shares quirky crochet projects and cozy lifestyle content on TikTok and Instagram.
7. @heycolanda – Col and Ari
@heycolanda Sorry babe… daddy cooked and this weekend is BOOKED 🤝🦋🦋🦋
Col and Ari run the creative studio and social media account Hey Colanda. The couple posts videos of their fun, sometimes chaotic home renovation and DIY projects. They have around 500K TikTok and Instagram followers.
Their brand partnerships often include a DIY twist that aligns with their creative voice. For example, they made a DIY lava lamp with Hard Mountain Dew and partnered with Mau Pets to furnish their self-built catio (a cat patio).
8. @cristiandennis – Cristian Dennis
@cristiandennis like she even needed my help 👏🏾😭 @denise (◕‿◕✿) #fyp ♬ Tshwala Bam (feat. S.N.E, EeQue) – TitoM & Yuppe
Cristian Dennis shares high-energy dance and lip-sync videos with nine million TikTok followers. He’s an LGBTQ+ advocate who talks to his audience about queer identity and life with his partner.
Cristian often partners with beauty and fashion brands including NYX Cosmetics, Loreal, and Sephora.
9. @rawlinsness – Rawlins
@rawlinsness Another BANGER that I’m just BOY CRAZY for @Kesha DC: me! #kesha #boycrazy #dance #newmusic #fyp ♬ BOY CRAZY. – Kesha
Rawlins identifies as cisgender male but is open on TikTok and Instagram about his experiences being misgendered. Videos of him dancing while spinning a Swiffer like a color guard baton went viral. Now, he’s a rising LGBTQ+ influencer with 500K TikTok followers.
10. @zachwillmore – Zachary Willmore
@zachwillmore He loved it!! @tyler.dept happy graduation!! #graduation #confetti #suprise ♬ original sound – ★ Star Boy ★
Zachary Willmore is an LGBTQ+ creator and advocate with over two million TikTok followers. He’s known for being transparent and honest with his audience.
After being diagnosed with HIV at 19, he shared his journey on social media to destigmatize HIV and raise awareness. In addition to his advocacy efforts, he posts videos about daily life and experiences as a college student.
How GRIN can support your Pride Month marketing campaigns with influencers
Brands that want to reach LGBTQ+ audiences must show support every day, not just in June. Those who collaborate with LGBTQ+ creators and give them creative freedom to shape campaigns are more likely to earn the trust and loyalty of their community.
GRIN’s Creator Discovery Suite makes it easier to find and collaborate with LGBTQ+ and other influencers who align with your values.
