Pride marketing

Résultat de recherche d'images pour "pride day"


Every June since 1969, millions of persons around the world walk for peace and freedom for LGBTQIA+ community. The pride of belonging reunites people in one month-long movements: parades, parties, readings… to manifest their self-affirmation as a social group, which deserves equal rights and recognition.


For sure, this is a great opportunity for companies to build up marketing campaigns showing their “sincere or not too sincere” support for the movement. From changing logo colors, organizing events, putting up flags; to rebranding! It’s the example of P&G that has changed “Fairy” to “Fair”, in the perspective of awareness raising about the issue.



But what I am not too sure about is the application of the same strategy in different contexts. For instance, Unilever put the Pride logo in USA as well as Morocco. The support depth is different, yet it’s openly expressed. The question is if Unilever is ready to take this huge risk since Morocco as an example is not mature enough to tackle the LGBTQIA+ subject openly. Fortunately, it didn’t get much light by dint of the different other news Morocco knows these days. Still, the risk could have shown an undesirable reaction from the Moroccan consumer; referring to the serious and tough Boycott Oulmes, Afriquia and Danone have known two years ago.

Else, it’s time for brands to move on to actions instead of slogans; if they truly want to show their commitment to the community.  

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