Are Companies Connecting with Consumers for Pride?

Many businesses and corporations have been speaking out in support of the LGBTQ+ community on the occasion of Pride Month, celebrated in June every year. About a third of the respondents of a 2021 Morning Consult survey chalked this behavior up to marketing tactics rather than a genuine reflection of company values, while only 15 percent thought companies primarily had good intentions. Surprisingly, members of the LGBTQ+ community responding to the survey as well as younger people were more inclined to think that companies wanted to do good, even though the notion that Pride Month statements were mainly a publicity stunt was still slightly more prevalent among these groups.

Respondents had similar answers when it came to companies releasing pride-themed merchandise, even though they reacted somewhat less favorable towards this corporate behavior. Statements let a company appear most favorable in the eyes of respondents as well as LGBTQ+ respondents, followed by the launch of initiatives, donations, increasing LBGTQ+ visibility in ads and the release of merchandise in last place. LGBTQ+ respondents were somewhat more inclined to favor initiatives and donations supporting their community.