Video: What LGBTQ+ Gen Zers Want from Brand Pride Campaigns
Pride campaigns are becoming part and parcel of savvy marketing and advertising planning for most companies, with many rolling out multi-faceted efforts to celebrate, and stand with, LGBTQ+ consumers. While the move by brands to publicly acknowledge Pride is a positive shift, it also comes at a time when more consumers are pushing brands to live their values and take stronger positions on social justice issues. The stakes are higher, but so is the opportunity to forge meaningful, lasting connections with shoppers. This is especially true with younger shoppers, like Gen Z.
Born between the mid to late 90’s and 2010, Gen Z has little patience for performative nonsense and will swiftly call brands out on any hint of inauthenticity. And withover 20% of Gen Z adults identifying as part of the LGBT community, it’s reasonable to expect that Pride campaigns are getting plenty of attention. That attention, it should be worth calling out, extends far beyond June. This generation of consumers is used to looking for disconnects between what brandssayin their messaging, and what they do with their corporate policies.
Given Gen Z’s estimated360 Billion in purchasing powerand subsequent importance to companies of all sizes, we were curious to get this group’s take on this year’s Pride efforts from brands. So,we asked Gen Zers who identify as LGBTQ+ to tell us more about what Pride campaigns they liked this year, and what actions they want to see from brands in the future.
As you debrief on this year’s Pride campaigns and begin thinking about plans for next year, share this video with your teams and keep this thoughtful feedback from LGBTQ+ Gen Zers in mind.