Category
Lifestyle
Functional Indulgence
Trend cluster
Category
Pride Branding
(UPDATE)
The rise of LGBT-friendly innovations, products & messages.
3.5
Trend score
Trend
What is the Pride Branding (UPDATE) trend?
Pride Branding (UPDATE): In 2011, it was estimated by the UCLA School of Law's Williams Institute that approximately 9 million, or 3.8 percent, of Americans identify themselves as gay, lesbian, bisexual or transgender. The figure continues to grow as more consumers begin to feel comfortable about openly displaying their sexual orientations, augmented further by the number of LGBT pride festivals taking place across North America each year. Now, more brands are also showing their support through special products and marketing messages, and while some companies have received backlash from anti-gay consumers, the overall message of equality and rights is more powerful than any angry and ignorant comments derived by the brand for the campaign.
Trend themes
Themes within the Pride Branding (UPDATE) trend
Three behaviours holding the trend together01
LGBT-friendly products
More brands are showing their support through special products and marketing messages promoting LGBT-rights.
02
LGBT-supportive coffee
Gay Coffee is a line of gay-themed coffee that features campy artwork on the front of the packaging with awareness-raising cultural and civil rights history facts on the back, combining a splash of history, humor, and social justice.
03
Pride-themed fashion products
The Nike 2012 Pride Pack collection is one of the most popular fashion brands that has started celebrating nation's biggest LGBT events through Pride-themed products.
Industry implications
What the Pride Branding (UPDATE) trend means for industry
Where the trend changes the playbookFor
Food and beverage industry
The food and beverage industry can offer a lot of opportunities for companies to produce LGBT-supportive products.
For
Fashion industry
The fashion industry has a lot of potential in terms of creating products that cater to the LGBT community.
For
Tech and entertainment industries
The tech and entertainment industries can heavily benefit from creating more LGBT-friendly entertainment media such as games that throw you into perspective or short films that tell LGBT stories.
Trend signals
Trend signals for Pride Branding (UPDATE)
Trend score 3.5 out of 10, from popularity 53%, activity 42%, freshness 8%.
Popularity53%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Pride Branding (UPDATE) trend
6 featured examples from Sep 25, 2011 to Jun 29, 2012CategoryFashion
LGBT-Celebrating Sneakers
The Nike 2012 Pride Pack Applauds Gay Community Achievements
Fashion brands can explore ways to create inclusive and pride-themed collections, targeting the LGBT community.
CategoryLifestyle
LGBT Cookie Campaigns
The OREO 'Pride' Ad is Supportive, Adorable and Colorful
Food and beverage companies can embrace diversity and inclusion through LGBT-themed marketing campaigns, appealing to a wider customer base.
CategoryLifestyle
Worldwide Pride Parade Charts
This LGBT Infographic Shows How It's Celebrated Around the Globe
The tourism industry can create packages and services designed for the LGBTQ+ community during pride celebrations.
CategoryLifestyle
Campy Coffee Brands
Gay Coffee Raises Awareness with Same-Sex Supportive Brews
Incorporating social justice causes and awareness with food and beverage products can increase brand loyalty and differentiation.
CategoryTech
LGBT-Friendly Gaming
A Closed World Will Help You Empathize With Others' Lifestyles
Opportunity for game developers to create inclusive and thought-provoking games with diverse perspectives.
CategoryLifestyle
Heartfelt Pride Short Films
‘Together’ by Jeff Feuerzeig Reveals Life Tales of Coming
The film industry can disrupt traditional norms by producing more films that focus on the lives and experiences of diverse groups, providing a platform to showcase different persp…
