Key Findings:
Brands are increasingly hesitant to engage in Pride activations, with a decline in rainbow-colored merchandise and logos.
Ipsos Pride Survey 2024 predicts only 10% of brands will actively promote LGBTQ+ equality.
Support for brands promoting LGBTQ+ equality has decreased slightly since 2021.
Several brands have faced boycotts and backlash for their LGBTQ+ initiatives.
Key Takeaway:
Despite the challenges and backlash, brands should not shy away from supporting LGBTQ+ equality. Data from the Ipsos Pride Survey can guide companies in developing effective allyship strategies.
Trend:
The trend of "pinkhushing," where companies remain silent about their DE&I initiatives, is on the rise due to fear of criticism and backlash.
Conclusions:
Brands need to navigate the current climate carefully but should not abandon their commitment to LGBTQ+ equality.
Data-driven insights from reports like the Ipsos Pride Survey can help brands understand public sentiment and tailor their approach.
Authenticity and genuine allyship are crucial for brands to build trust and avoid backlash.
Implications for Brands:
Brands should use data to inform their LGBTQ+ initiatives, understanding the nuances of public opinion and tailoring their approach accordingly.
Transparency and communication are key to building trust with consumers and avoiding accusations of "pinkwashing."
Brands should focus on creating meaningful and impactful initiatives that go beyond rainbow merchandise and logos.
Partnering with LGBTQ+ organizations and community leaders can add authenticity and credibility to brand efforts.
Brands should be prepared to face criticism and backlash but remain committed to their values and the LGBTQ+ community.
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