Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?
Jamie Windust is a writer, presenter, and content creator who has collaborated with fashion brands like Gucci, Net-A-Porter, UGG, Dr. Martens, and Lazy Oaf. Their debut book In Their Shoes: Navigating Non-Binary Life debuted at number one on the trans book charts. They were also named as contributing editor at Gay Times in 2020.
Josh Willacy is a diversity, equity, and inclusion consultant at Creative Equals, a global inclusion consultancy that helps organisations develop healthy cultures, diverse customer bases, and meaningful action with marginalised communities. He’s also a trustee at Stonewall Housing, a charity who have been providing safe spaces for LGBTQ+ people since 1983.
Over eight combined years as an editor at VICE, Refinery29 and Dazed, Amelia Abraham commissioned stories, managed teams, shaped branded campaigns and grew audiences. Abraham now works mainly as a freelance copywriter and brand consultant. Recent clients include Nike, Hinge, Royal Mail, Dr Martens, Lyst, and Matches Fashion. Having published two books on queer culture, Queer Intentions (Picador, 2019) and We Can Do Better Than This (Vintage, 2021), Abraham has talked about LGBTQ+ culture everywhere from Sky News to BBC Radio 4 to the Southbank Centre, and regularly delivers LGBTQ+ diversity and inclusion talks for brands.
The commercialisation of Pride Month has resulted in many businesses being called out for ‘rainbow-washing’ their products and marketing solely to boost profits. Canvas8 spoke to three experts to discover how brands can better support the LGBTQ community and authentically promote inclusivity.
Healthcare needs for the LGBTQ+ community have been largely overlooked in the US. Folx, a company that provides plans, advice, and information, is one of a new breed of healthcare services that are using digital platforms to address the needs of marginalized communities.
Calvin Klein’s campaign #ProudInMyCalvins showcases the personal journeys of people from the queer and trans community. Highlighting the importance of LGBTQ+ representation, the campaign tells the poignant stories of people and their journey to self-realization and acceptance.
Daylight, a new digital bank, supports the LGBTQ+ community by catering its services to the specific challenges of the community. In understanding LGBTQ+ unique needs, providing tailored support rather than a one-size-fits-all approach is important in creating safe spaces for customers.