Multicultural Marketing News – June is LGBTQ Pride Month

Multicultural Marketing News June 2025

June is LGBTQ Pride Month

Multicultural Marketing News presents newsmakers and experts as featured on multicultural.com in our Experts Directory.

In this issue:

• Latest Reader Survey of LGBT Media Association (Rivendell Media)
• Why Authenticity Matters More Than Ever This Pride Month (C+R Research)
• LGBTQ+ Community: Unity within the Diversity (Ebony Marketing Systems)
• Pride Month: A Moment for Brands to Reevaluate Their Commitment to the LGBTQIA+ Community (Horowitz Research)
• Beyond the Rainbow: What Authentic LGBTQIA+ Inclusion Really Looks Like (NRS Digital Media)
• The Power of Being Seen: The Pride of Determination (Fingerpaint Multicultural)
• Keeping the Family Close Remains A Priority Under Pressures to Isolate (Bold Culture)

Latest Reader Survey of LGBT Media Association

I just reviewed the just released survey from the National LGBT Media Association’s readers, and the results should raise red flags for any company pulling back from LGBTQ+ consumers. Nearly 90% of respondents say they’ve noticed a decline in corporate support for the LGBTQ+ community over the past year. Let’s be clear, when any survey hits near 90%, it’s not just noise. It’s a wake-up call. If I were at Target, Walmart, Anheuser-Busch, Lowe’s, or any of the other brands walking away from this market, I’d think twice. In fact, if I were a brand that hadn’t yet made meaningful inroads with the LGBTQ+ consumer, I’d see this as a prime opportunity. Just showing up can make a huge impact… just ask Absolut, whose decades-long relationship with LGBTQ media helped make it iconic. The business climate today feels oddly familiar to the 1980s and 1990s, when stigma and the AIDS crisis pushed many companies to the sidelines. The few that stood with the community then are still reaping goodwill today. Back then, companies relied on common sense and gut instinct. Today, we have undeniable data and demographic shifts that make this a smart business decision, not just a moral one. Another striking stat from the survey:

95% of respondents say they would take action against companies that scale back LGBTQ+ initiatives—55% say they’d stop buying altogether, and nearly 40% would cut back their spending. That’s not a hollow threat – it’s purchasing power with intention. What’s more concerning is that many of these corporate retreats appear to be knee-jerk reactions to short-term political pressure. But 87% of LGBTQ media readers believe there will be long-term consequences for brands that step back, and they’re probably right. Case in point: Just last weekend, I pulled into an Exxon station for gas, and my friend said, “Exxon? I haven’t filled up there since the Valdez spill.” That was 1989. People don’t forget. Especially when the issue is personal – like their identity. Companies entered the LGBTQ+ market in the first place because they saw value: trendsetters, loyal customers, and influential consumers. That hasn’t changed. So, what’s the move for a company that sat out Pride or backed away this year? Simple: come back. If needed, apologize. Recommit. If you’re new to the market, even better – now is your chance. The community is watching and ready to respond. And in many cases, just showing up still goes a long way. By Todd Evans, President and CEO, Rivendell Media, todd@rivendellmedia.com.

View company profile here.

Why Authenticity Matters More Than Ever This Pride Month

Each June, it’s always interesting to see what merchandise or campaigns our favorite brands release to celebrate Pride. With the attacks on Diversity, Equity, and Inclusion (DEI) earlier this year and LGBTQ+ rights remaining at the center of political debate, some brands are questioning whether to engage with the LGBTQ+ community. In contrast, others feel more pressure than ever to get it right and ensure their support is seen as genuine—not pandering. Despite the debates surrounding the merits of DEI and LGBTQ+ rights, LGBTQ+ people still exist and the community continues to grow, now accounting for nearly 10% of the US adult population and nearly a quarter of Gen Z. Pride celebrations will continue throughout the U.S. during June, and the community will be paying attention to how brands show up for them when they’re deciding where to spend their dollars year-round. As cities across the U.S. announce their Pride themes and events for 2025, here at CultureBeat, we want to share with you some valuable insights on how to approach Pride with authenticity and respect by going beyond performative allyship and rooting campaigns in consumer insights. Check out our new blog Six Tips for Successful Pride Month Campaigns. We hope to see your brand at Pride this year! C+R’s CultureBeat researchers are passionate about amplifying the voice of all communities and love helping brands understand and make meaningful connection with the LGBTQ+ community. Happy Pride! By Anna Rossi, Quantitative Research Director, C+R Research, annar@crresearch.com.

View company profiles here and here.

LGBTQ+ Community: Unity within the Diversity

At first glance, the initials of the LGBTQ+ community appear to emphasize the diversity. Each initial does represent a unique identity and subculture within the 20 million strong community, 8% of the American population. Yet LGBTQ+ Americans share a strong sense of community and belonging. Many share similar experiences and stories. Collective social markers are important including:

• specific colors and patterns
• movies, music and theatre
• pop icons

Recognizing this culture rewards brands as at least 70% of LGBTQ+ consumers

• trust brands that represent varied sexual orientations with authenticity;
• will pay a premium for products from brands supporting their community.

Deepen your understanding of this community’s values and value with the free Ebony Marketing Systems Quick Guide: Marketing to LGBTQ+

Specific questions about LGBTQ+ research? EMS is ready to give you answers.

Ebony Marketing System Specialties: multicultural market research including Black, Latino, AAPI, LGBTQ+; multicultural intersectionality; competitive intelligence;; qualitative/quantitative research methodologies; small business ownership work/life balance

Read Kai K. Fuentes entrepreneurial profile here

By Kai Fuentes, CEO and President, Ebony Marketing Systems, kfuentes@ebonysystems.com.

View company profile here

Pride Month: A Moment for Brands to Reevaluate Their Commitment to the LGBTQIA+ Community

As some major brands scale back on diversity initiatives and representation, especially during Pride Month, the LGBTQIA+ community is taking notice. Companies showing support for marginalized communities have a significant influence on the buying decisions of LGBTQIA+ consumers and their allies. For example, nearly 7 in 10 LGBTQIA+ consumers and 6 in 10 allies say it has a positive impact when a company has internal diversity and equity initiatives to ensure that women, people of color, LGBTQIA+ and other groups have an equal opportunity for advancement in their careers, according to the new annual study, State of Media, Entertainment, and Tech: Social, Cultural, and Political Shifts 2025. When it comes to making choices about which brands to support, over 4 in 10 LGBTQIA+ consumers and 1 in 3 allies say that they make an effort to know the social, environmental, and political stances of different companies. Brands that are performative in their commitment to the LGBTQIA+ community often miss the mark of connecting with the needs of this diverse segment. LGBTQIA+ consumers expect brands to make a sustained effort to show up for them and support their rights. By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, A Division of M/A/R/C Research, adrianaw@horowitzresearch.com.

View company profile here.

Beyond the Rainbow: What Authentic LGBTQIA+ Inclusion Really Looks Like

Pride month has had a 15+ year history of brands celebrating the LGBTQIA+ community. More than ever, audiences are holding these companies accountable for how they choose to get involved, so we ask ourselves, are our brands celebrating Pride, or are we rainbow-washing? For those new to the term, rainbow washing is the act of slapping a rainbow on a product or logo without taking meaningful action. This act isn’t just performative, it’s harmful. It reduces a powerful movement of equality to a seasonal marketing trend, and consumers are paying attention. In fact, 72% of LGBTQIA+ consumers say they will stop purchasing from brands that devalue their community (Nielsen). I know I have. A recent GLAAD study found that only 25% of LGBTQIA+ consumers feel brands are consistently respectful in their portrayals, and 54% are more likely to purchase from brands that authentically support their community year-round. A Nielsen study states 65% of LGBTQIA+ consumers expect brands to support the causes they care about year-round, not just in June. Yet, 63% feel their identities are misrepresented in media. Which leads to figuring out how brands can put together an authentic, inclusive marketing campaign of more than just visuals. According to MoEngage and OUT loud, it includes:

• Partnering with LGBTQ+ creators, organizations, and communities.
• Ensuring your internal culture reflects the values you put out publicly.
• Making room for real LGBTQ+ stories, not just symbolic gestures.
• Supporting LGBTQ+-led businesses year-round, not just in June.
• Aligning your marketing with actual policies, benefits, and advocacy efforts.

From a marketing perspective, this means showing up in ways that build trust, not just visibility. Pride can absolutely align with business goals, but only when that alignment is built on empathy, equity, and engagement. Reflecting on how your brand has shown up for the LGBTQIA+ community, is your Pride campaign a mirror of your values, or just a marketing moment? If it is a marketing moment, it’s not too late to pivot from performative to purposeful. By Cheyenne Taylor-Hubbard, Director of Client Strategy, NRS Digital Media, cheyenne.taylor-hubbard@nrsplus.com.

View company profile here.

The Power of Being Seen: The Pride of Determination

“We’re here. We’re queer. Get used to it.” These very powerful words, born sometime between the spring and summer of 1990, have always been one of the marketing slogans of which I’ve been most envious. The chant reframed queerness as something to be proud of, not hidden — it was confrontational in the best way, demanding acceptance without compromise. Importantly, it announced an ongoing resiliency in the face of a disease that had yet to be tamed by science. And that resilience hasn’t wavered. Today, more than half of all people living with HIV in the U.S. are over the age of 50. This milestone underscores both the evolving healthcare needs and the strength of this aging population. That longevity is a testament to medical progress — but also to the patients who fought to be heard, believed, and cared for with dignity. Pride reminds us that affirming care saves lives. Pride also reminds us that safe spaces are critical for survival. LGBTQI+ youth, for example, are nearly twice as likely as their peers to turn to digital health platforms. Offering privacy, inclusivity, and tailored guidance, these options provide a vital sense of belonging — where truth is respected and stigma has no place. It’s a shift that’s helping pharma brands rethink access, empathy, and trust. And still, the need for culturally competent care is ongoing. According to a 2022 Center for American Progress study, more than 1 in 5 LGBTQI+ adults reported postponing or avoiding medical care in the past year due to disrespect or discrimination by providers, including more than 1 in 3 transgender or nonbinary individuals.Visibility isn’t just about representation in media — it’s about being understood in the exam room, too. That’s where Fingerpaint Multicultural plays a role. Our Pharmacultural® lens delivers ideas that are inclusive and deeply intentional. We don’t “feature” the LGBTQI+ community — we reflect it, respect it, and help our clients understand the nuances that matter. This Pride Month, we honor those who brought visibility into healthcare. And we strive to create work that does the same — with empathy, insight, and respect. By Lisa Llewellyn, SVP Group Creative Director, Fingerpaint Multicultural, https://www.fingerpaint.com/multicultural/.

View company profile here.

Keeping the Family Close Remains A Priority Under Pressures to Isolate

Bold Culture’s theme for Pride Month this year remains Keeping the Family Close! Ongoing attacks against the LGBTQIA community, and DEIABJ overall, should remind us that in the most dubious times, we have to keep our given and/or chosen families close. We understand the importance of love and support in the face of hate. It’s how overlooked communities have survived for centuries. We have some resources to support you in Keeping the Family close in your way (through internal or external PRIDE celebrations). A few resources for you this month and always: Download our free reports Spectrum Vol. 1, Edited by Tre’Vell Anderson, and

Spectrum Vol. 2: When The Image Speaks Back, Edited by Fatima Jamal

Engage with our award-winning series For the Community: Celebrating Queer Stories series produced by our parent company Streamlined Media & Co https://streamlinedmedia.co/portfolio/for-the-community/ Work with us to increase your PRIDE campaigns (internal and external) – Our Inclusive Marketing Consulting, Learning & Development, Research, and Community Network services will help you authentically connect with members of the LGBTQIA community in exciting and engaging ways. By Darren Martin Jr, Founder & CEO, Bold Culture, darren@boldculture.co.

View company profile here.

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