Category
Lifestyle
Assisted Choices
Trend cluster
Category
Virtual
Pride
Brands have launched digital Pride events to help the community come together.
3.1
Trend score
Trend
What is the Virtual Pride trend?
Virtual Pride: Social distancing regulations in the face of COVID-19 have been restricted, but in an effort to bring the LGBTQ+ community together, brands are launching digital celebrations. These range from social media hashtag campaigns to branded live-streamed events.
Insight
The consumer insight behind the Virtual Pride trend
Pride is an important cultural event for many in the LGBT2Q+ community that celebrates the milestones the group has achieved and fights for further equality under the law and within society. In recent years, many brands have begun supporting the movement as consumers demand inclusivity from the businesses they patron. As COVID-19 restrictions have limited in-person events, consumers are still expecting the same level of support from these brands.
Trend themes
Themes within the Virtual Pride trend
Three behaviours holding the trend together01
Digital LGBT2Q+ celebrations
COVID-19 restrictions have prompted brands to launch digital celebrations, including virtual parades, in order to engage consumers in a meaningful and inclusive way.
02
Social media campaigns
Brands are leveraging social media in order to enhance their presence in online celebrations, such as TikTok, to highlight the talents of LGBT2Q+ individuals.
03
Online community building
The use of technology as a platform allows for continued community building and connection, which is especially important during social distancing measures.
Industry implications
What the Virtual Pride trend means for industry
Where the trend changes the playbookFor
Technology
Companies within the technology industry can leverage social media and online communication as a platform to promote inclusivity and belonging within the LGBT2Q+ community.
For
Retail
Retailers can engage in meaningful celebrations such as Pride by donating to charitable organizations and raising awareness about LGBT2Q+ issues.
For
Hospitality
Hotels and restaurants can cater to LGBT2Q+ individuals by celebrating Pride and promoting inclusive policies and practices that foster a sense of community and belonging.
Workshop question
How can your brand support community initiatives during global crises?
Trend signals
Trend signals for Virtual Pride
Trend score 3.1 out of 10, from popularity 46%, activity 39%, freshness 9%.
Popularity46%
Activity39%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Virtual Pride trend
4 featured examples from Jun 4 to Jul 8, 2020CategoryLife-Stages
Digital Pride Celebrations
TikTok's #MyPride Celebrations Recognize 25 TikTok Trailblazers
Developing innovative digital experiences and content that cater to the LGBTQ+ community and promote diversity.
CategoryMarketing
Virtual Pride Events
Bubly is Launching a Virtual Pride Parade on Both TikTok and Instagram
Brands like Bubly can use virtual events to connect with consumers and promote their products.
CategorySocial Media
Virtual Pride Events
The City of Toronto is Hosting an Online Pride Event for the Community
Event planners can embrace virtual events and explore new ways to create immersive and interactive experiences for participants, regardless of physical locations.
CategorySocial Good
QSR Pride Livestreams
Chipotle Launched a 'Lunch & Listen' Event on the TikTok Platform
Restaurants can explore hosting live events on social media platforms to engage with customers, showcase their brand, and support charitable causes.
