In general, consumers of all kinds say that their purchase decisions are driven by companies' social and political stands. Two-thirds of consumers worldwide identified themselves as "belief-driven buyers," indicating that they expect brands "can make change and not just talk about it and do advertising," Richard Edelman, president and CEO of Edelman, recently told CBSN. "They have to take action.you can't do brand-washing, you can't just buy people's attention," he said. You can't just advertise and expect people to believe you. You have to live your mission and you have to actually take the risk of doing it," Edelman said. AT&T continued its multiyear partnership with the Trevor Project, a provider of life-saving services, to which it donated $1 million in 2018.Target this month launched a special 90-item Pride collection and donated $100,000 to GLSEN, an organization dedicated to making schools safe and inclusive for everyone.Swedish furniture retailer Ikea partnered with the Human Rights Campaign Foundation (HRCF) to release a Pride version of its iconic blue shopping bag for $3.99, with all proceeds going toward HRCF's educational programs for LGBTQ people.Many companies that wave the rainbow flag at consumers do give back, LGBTQ advocates say. AT&T also powers the Trevor Project's text and chat counseling services for potentially suicidal LGBTQ youth.īut there also can be a lot of "Pride clutter," and authenticity is key to businesses standing out, according to David Paisley, senior research director at Community Marketing & Insights. New documentary explores the state of gay pride in America 04:38Ĭompanies that are successful in making the rainbow connection show a "year-round, trickle-down, 360-degree commitment to the community," NGLCC's Lovitz said. "Just plopping the rainbow on packaging doesn't mean you are LGBT-friendly or supportive.
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If you include us authentically all year long, it's not as much of a shock to the system when a rainbow appears because you had us on the journey with you all along because you were showing interracial lesbian parents in your toothpaste ads in October, not just in June," Lovitz said.