Pride or Pandering: A Brand’s Guide to Supporting the LBGTQ+ Community – FMN Creative

Pride or Pandering: A Brand’s Guide to Supporting the LBGTQ+ Community

Posted by FMN Creative in Social Insights

Are your socials making the right social impact?

Every June, brands take to social media and the seasonal sections of department stores to show their support for the LGBTQ+ community during Pride Month. The problem arises on July 1st when some brand’s support for the community disappears along with their products down aisle: “Rainbow Washing”.  

As of 2022, 7.1% of ALL adults in the United States and nearly a quarter of Gen-Z Americans identify as LGBTQ+. The impact of the community can be seen in the buying behavior of their parents, children, siblings, cousins, co-workers, and friends. ALL consumers are moving to buy from brands that support minorities and other responsible efforts…even when it’s not marked on the calendar. Failure to use the power of your brand voice to elevate others can hurt your business both on and off social media.

No matter the size of your business, you too have a voice! While it’s crucial you support the LGBTQ+ community all year long, Pride Month is a great time to start! Before you start posting, it’s important you understand what Pride really is and why it still matters in 2022.  
What does the Pride flag really represent?

In 1978, Gilbert Baker designed the first rainbow flag to serve as a symbol of Pride for all LGBTQ+ identifying people. Each color (representing life, healing, sunlight, nature, magic, art, and serenity respectively) was aligned in unison to showcase the vibrant diversity and sustained effort towards unity within the community. In 2018, artist Daniel Quasar created an updated design with a series of arrows to amplify the voices of trans, intersex, and gender non-binary individuals (white, pink, and blue), as well as people of color in the community (brown and black).

Why is Pride celebrated in June?

In June 1969, police raided the Stonewall Inn in Greenwich Village, a small neighborhood in New York City. After ongoing harassment and social discrimination from the police, the bar’s patrons and local gay community fought back against the hatred and criminalization of simply being themselves.

This sparked an uproar of protests and parades around the country as queer people began what is now the modern movement for LGBTQ+ equality.


Lesbian          Gay          Bisexual          Transgender        Queer/Questioning       Intersex         Agender/Asexual          + (Other)

There is no right or wrong when it comes to stylizing your allyship as long as it does not exclude with prejudice. (For example: LGBQ) Including a plus sign helps provide visibility for those who don’t prefer labels and those represented by the many other letters of inclusion added in recent years. 

Respectful hashtags to use as an ally during Pride Month and all year round! 

#Ally #Pride2022 #Pride #LoveIsLove #Equality #LoveWins #LGBTQPride #LGBTQIA #LGBTQHumanRights

Year-round education, advocacy, and inclusive practices matter internally and externally. Be sure the message to your audience reflects your business on the inside.

2022 and Beyond…

While Pride Month is a symbol of progress for many, it is not the end of the movement toward LGBTQ+ human and civil rights. As the queer community and allies alike honor the stories of those who fought for today, pride is also a vehicle for tomorrow. Still, the queer community faces ongoing economic disadvantages, health challenges, and systemic oppression. Most importantly, the voices of transgender women of color, those living with HIV and AIDS, LGBTQ homeless youth, and other marginalized groups are often silenced and ignored. As a business, you have the opportunity to elevate the voices of the queer population around the world, an estimated 1 billion population by 2050

Through practicing better business, you can build a better business. Brands that learn and grow, not only serve today’s consumers but shape a future they both thrive in.

This Pride Month, remember true allyship is never temporary –  just like the people it empowers.