# Pride Branding (UPDATE) The rise of LGBT-friendly innovations, products & messages. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jun 30, 2012 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pride-branding ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 25, 2011 to Jun 29, 2012 - Published: Jun 30, 2012 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Pride Branding (UPDATE) trend ### LGBT-friendly products More brands are showing their support through special products and marketing messages promoting LGBT-rights. ### 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. ### 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. ## What the Pride Branding (UPDATE) trend means for industry ### For 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 for Pride Branding (UPDATE) Trend score 3.5 out of 10, from popularity 53%, activity 42%, freshness 8%. - Popularity: 53% - Activity: 42% - Freshness: 8% ## Examples of the Pride Branding (UPDATE) trend 6 featured examples from Sep 25, 2011 to Jun 29, 2012. - [LGBT-Celebrating Sneakers](https://www.trendhunter.com/trends/nike-2012-pride-pack): The Nike 2012 Pride Pack Applauds Gay Community Achievements (Category: Fashion) Implication: Fashion brands can explore ways to create inclusive and pride-themed collections, targeting the LGBT community. - [LGBT Cookie Campaigns](https://www.trendhunter.com/trends/oreo-pride-ad): The OREO 'Pride' Ad is Supportive, Adorable and Colorful (Category: Lifestyle) Implication: Food and beverage companies can embrace diversity and inclusion through LGBT-themed marketing campaigns, appealing to a wider customer base. - [Worldwide Pride Parade Charts](https://www.trendhunter.com/trends/lgbt-infographic): This LGBT Infographic Shows How It's Celebrated Around the Globe (Category: Lifestyle) Implication: The tourism industry can create packages and services designed for the LGBTQ+ community during pride celebrations. - [Campy Coffee Brands](https://www.trendhunter.com/trends/gay-coffee): Gay Coffee Raises Awareness with Same-Sex Supportive Brews (Category: Lifestyle) Implication: Incorporating social justice causes and awareness with food and beverage products can increase brand loyalty and differentiation. - [LGBT-Friendly Gaming](https://www.trendhunter.com/trends/a-closed-world): A Closed World Will Help You Empathize With Others' Lifestyles (Category: Tech) Implication: Opportunity for game developers to create inclusive and thought-provoking games with diverse perspectives. - [Heartfelt Pride Short Films](https://www.trendhunter.com/trends/jeff-feuerzeig): ‘Together’ by Jeff Feuerzeig Reveals Life Tales of Coming (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Functional Indulgence](https://www.trendhunter.com/protrends/functional-indulgence1) (Lifestyle) - [Connected Companions](https://www.trendhunter.com/protrends/connected-companions) (Lifestyle) - [Creatine Formats](https://www.trendhunter.com/protrends/creatine-formats) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/routine-compression) (Lifestyle) ## Trending in Lifestyle - [Performance-Driven Cordless Vacuum Lineups](https://www.trendhunter.com/trends/shark-powerdetect-speed) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)