It’s Mardi Gras season! This means that a bunch of brands woke up this morning and decided that their values are now in line with the pride community. Many brands will go ahead and change their logos to a rainbow version made in Canva for 31 days and others are going to spend millions of dollars talking about their pride commitment and how they’re contributing to the cause but they’re actually just hundreds or thousands of dollars in value.
So then, what makes a good pride partnership? One guiding question companies should ask is “do my past actions align with this cause?” If the answer is no, then they should probably reconsider their multi-million dollar marketing investment and pride float.
One Pride Fail that didn’t reconsider was Holden in 2017 and they received a significant amount of backlash for it. So again, the best pride partnerships align values with action. Just saying something for the sake of some pink dollars isn’t going to pass in today’s age. Companies should enact them too.
Some Pride Wins that we should know about are the GayTM launched by the ANZ and the Progress Shark launched by the Australian Museum.
One last tip! If you’re going to hang the pride flag anywhere, just make sure it’s the right side up. Don’t want to end up with another Pride Fail!