It’s been another vibrant summer of Pride celebrations across the U.K., Europe, and further afield. I’m always moved and inspired at these gatherings, where LGBTQ+ communities and their allies come together to create joy and raise awareness. It’s also a time when brands have a unique opportunity to express their genuine allyship and support.
However, the festive atmosphere at Pride events in many countries belies a changing and challenging world. According to the latest Pride Around the World report from Outright International, supported by Google.org, troubling encroachments on the rights of LGBTQ+ people are continuing globally.
I’ve seen this translate into nervousness and even fear among some brands, leading to less visible support. But I truly believe we’re at a pivotal moment when companies have both an opportunity and a pressing need to speak up and actively support LGBTQ+ rights and well-being for Pride and beyond.
So, what are companies doing about it? Here, Outright International provides key insights and the implications for marketers, while two leading global brands — Uber and Unilever — share how they’re turning allyship into year-round advocacy.
It’s a crucial moment for brands to step forward on LGBTQ+ advocacy
Looking back on 2023, Pride events took place in 102 UN member states but were notably absent in 91 others, highlighting the ongoing challenges faced by LGBTQ+ communities globally. As we move through 2024, we hope to see these numbers evolve positively.
While some countries, such as Singapore and Mauritius, have recently decriminalised same-sex relations, others are moving in the opposite direction, criminalising our communities and infringing on the universal rights of freedom of assembly and expression.
In certain countries, you can be jailed because of your gender expression or for being suspected of loving someone of the same sex. In others, simply waving a rainbow flag is seen as a punishable offence.
Against this backdrop, it’s never been more important for brands to step forward — individually and collectively — to resist false narratives and advocate for LGBTQ+ equality and inclusion. Brands have enormous power and responsibility to use their visibility and storytelling to protect and defend open societies and inclusive economies.
Consumers also pay attention. According to Nielsen research, 72% of LGBTQ+ consumers will stop buying from brands that devalue their community, while 56% prefer to buy from brands that give back to the community. LGBTQ+ consumers want to spend their money on brands that contribute positively to their community and walk alongside them.
Pride needs to be more than just putting up rainbow flags and having a special product once a year. Brands can make a meaningful impact — not just on consumers but as corporate citizens — by actions such as taking a stand against discriminatory legislation, ensuring LGBTQ+-inclusive supply chains, and partnering with local LGBTQ+ groups to align with and resource their work.
I firmly believe this advocacy will pay off: in loyalty from LGBTQ+ communities, in connecting with younger generations who are increasingly inclusive, and in building a world where everyone — regardless of their sexual orientation, gender identity, or sex characteristics — is economically and socially empowered. It’s crucial to stay steady and committed.
Brands cannot afford to be passive or tokenistic
We believe that everyone has the right to move freely, safely, and without fear.
For this year’s Pride, Uber launched a series of educational workshops and panel discussions featuring individuals from our LGBTQIA+ community, accessible virtually. The aim was to increase visibility, promote dialogue and understanding, and foster a sense of belonging at the company. One insight that stood out to me was that despite significant progress, homosexuality is still banned in 62 countries.
Additionally, we continued our sponsorship of Pride events, including EuroPride 2024 in Thessaloniki, Greece. This partnership featured a collaboration with local taxi drivers on the Uber platform, introducing Pride-themed vehicle wraps showcasing the diverse flags and colours of the LGBTQIA+ community.
What’s critical, though, is that any support doesn’t start and end with Pride Month. We’re committed to amplifying marginalised voices, fighting against discrimination, and celebrating the resilience and strength of the LGBTQIA+ community whenever we can.
For example, we have an ongoing commitment to providing free trips and meals to nearly 20 LGBTQIA+-related NGOs globally, including the Albert Kennedy Trust, San Francisco AIDS Foundation, and TransAmsterdam.
We also have internal guidelines — available for everyone to download — for transgender, non-binary, and gender non-conforming employees planning or going through a gender transition. And we’re working on new product features for transgender drivers and riders to allow them to use their self-identified chosen first name on our platform.
I think there is a growing realisation that brands cannot afford to be passive or tokenistic about issues of this magnitude and importance. We proudly voiced our opposition to a change to U.S. civil rights that would have had far-reaching adverse effects on the transgender community and joined a coalition of businesses to show our support.
Promoting inclusivity has its business benefits — including retaining employee talent and fostering a more diverse workforce — but we also have a duty to help create a world where every person, regardless of their sexual orientation or gender identity, is respected, valued, and free to live authentically.
Equity must be a year-round commitment
At Unilever, we believe that improving equity for underserved groups drives better outcomes for people, business, and society – from our employees and suppliers to our shareholders and the communities in which we operate. For us, equity is not just a moral obligation, it is a business imperative.
The LGBTQI+ community is a key focus within this context, and while Pride is an incredibly important moment in our calendars, we’re committed to doing better for this community every single day of the year.
For example, earlier this year we launched the Market Guide to Advancing LGBTQI+ Equity Toolkit, a practical guide to help our international teams champion these communities within their respective markets on a long-term basis. We also launched our Unstereotyping LGBTQI+ Representation in Marketing Guidelines in collaboration with the ProUd community employee resource group and Gay Times in 2023, to help Unilever marketers and agency partners unleash unmissable creativity, and reach new audiences in authentic, inclusive ways.
We’re particularly proud of Vaseline's award-winning Transition Body Lotion, which has launched in Thailand, home to one of the largest transgender populations globally. This innovation perfectly aligns with the brand’s purpose of achieving healthy skin for all and addresses a specific need for transgender women experiencing dry skin, hyperpigmentation, and sensitivity during their transition.
Vaseline collaborated closely with the transgender community throughout all stages of the two-year project, resulting in the creation of a clinically proven Transition Body Lotion and a progressive marketing campaign to support the launch.
While Unilever’s commitment to the LGBTQI+ community is a year-round priority, we are also very proud of our work to support and uplift the community at Pride celebrations around the world, from Liverpool, Barcelona, and Amsterdam to New York, Quezon City, and Tokyo. Additionally, 15 of our international teams held their own internal Pride activations this year, featuring inspiring speakers, charity walks, and other events to celebrate and empower the LGBTQI+ community within Unilever.
Ultimately, whether we’re creating more inclusive products, launching progressive marketing campaigns, or hosting celebratory Pride events, Unilever’s focus on driving equity for the LGBTQI+ community across all facets of our business does not boil down to a single moment in our calendars, it is a 365 days a year commitment.
Empowering businesses to build belonging
It's energising to see global brands making a real difference in the U.K. and beyond with long-term commitments to supporting LGBTQ+ communities. However, change can start small, and businesses of all sizes can make a positive impact.
At Google, we’re working to create spaces of belonging for LGBTQ+ communities and give businesses and brands the tools they need to achieve it, wherever they are in their journey. From the ability to add attributes to your Business Profile to show your workplace or store is “LGBTQ+-friendly” to using our inclusive marketing toolkit for your next campaign, working together, we can create a more inclusive future for all.
