From Around The Web
In an ordinary month of June, colorful and vibrant in-person Pride Month celebrations would be occuring all around the U.S. Instead, we are homebound, battling a global pandemic and facing the consequences of a long-overdue racial reckoning.
While we cope and manage the best way we know how, Pride celebrations continue on at a safe distance, online. Of the many lessons that 2020 has taught us, one key takeaway brands need to know is that authenticity is key. After the recent social justice uprising of the Black Lives Matter movement, several brands faced severe backlash for making progressive statements that didn’t align with their internal culture. Consumers are noticing the ingenuine marketing ploys and are now expecting brands to not only talk-the-talk but to aslo walk-the-walk. A 2019 study says 70% of consumers say it’s important for brands to take a stand on social and political issues, up from 66% in 2017.
This distinction — between action and lip service, between community motivation and brand motivation — is important.
–Spike Jones
That being said, it’s imperative for brands to approach their campaigns in a more sensitive way. I came across a great article on Kronos written by Spike Jones, the General Manager of Khoros Strategic Services, who shares tips to ensure your Pride campaign is well received by your audience. I’ve briefly highlighted Spike’s 3 key tips below but encourage you to read the full article here.
Key Takeaways
1. Highlight internal stories
Show how your company’s internal practices embody the ideals that Pride month represents
2. Align with who you are as a brand
Ensure that you align your efforts with the services and/or products that lie at the core of your brand’s identity
3. Take your impact to the next level
Understand there’s still more work to be done. Consider how your campaign can create an even bigger impact in the community.
