# Pride-Themed Financial Campaigns American Express Launched 'Proudly Backing' Initiatives in NY By Grace Mahas | Published 2019-06-14 | Updated 2019-06-18 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/proudly-backing References: [adweek](https://www.adweek.com/brand-marketing/american-express-to-take-over-new-york-with-its-pride-campaigns-including-a-performance-from-lizzo/) & [americanexpress](https://www.americanexpress.com/us/global-diversity-and-inclusion/?linknav=US-oneAmex-axpSearchResults-2&searchresult=pride) This Pride Month is the celebration of the 50th anniversary of the Stonewall Uprising, and to celebrate inclusion, [American Express](https://www.trendhunter.com/trends/amex-stagecoach-activation) is launching a 'Proudly Backing' campaign. The campaign includes a performance by Lizzo at NYC hotel Times Square EDITION. The singer's birth name is Melissa Viviane Jefferson and she is known for having supported body-inclusion and [LGBTQ+](https://www.trendhunter.com/trends/coming-out-again) accepting events. “I’ve always stood up for inclusivity and been an advocate for underrepresented communities, and that’s why I am so happy to help American Express launch their new ‘Proudly Backing’ campaign to send an important message of love and support to the LGBTQ+ community,” Lizzo said in a statement. Sales from tickets to the event will be donated to the [Stonewall Community Foundation](https://www.trendhunter.com/trends/brooklyn-stonewall-inn-edition), an organization that seeks to empower the LGTBQ+ community. Image Credit: American Express ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 58% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### Key Themes Behind This Trend - **Inclusive Financial Campaigns:** Opportunity for companies to create financial campaigns that celebrate and support underrepresented communities, promoting inclusivity and diversity. - **Celebrity-endorsed Philanthropy:** Opportunity for brands to partner with celebrities who align with their values and beliefs to drive social impact initiatives and engage a wider audience. - **Empowering LGBTQ+ Community:** Opportunity for organizations to support and empower the LGBTQ+ community through donations, events, and partnerships. ### Where This Applies - **Financial Services:** Disruptive innovation opportunity for financial services companies to create specialized products and services catering to underrepresented communities and promoting financial inclusion. - **Entertainment:** Disruptive innovation opportunity for the entertainment industry to collaborate with celebrities and create events that raise funds for social causes and promote social responsibility. - **Nonprofit:** Disruptive innovation opportunity for nonprofit organizations to find innovative ways to empower and support the LGBTQ+ community through partnerships and fundraising initiatives. ## Related on Trend Hunter - [Expansive Pride Month Initiatives](https://www.trendhunter.com/trends/primark-pride-collection.md) - [Pride-Supporting Cosmetic Campaigns](https://www.trendhunter.com/trends/sephora-and-haus-labs-by-lady-gaga.md) - [Pride Month-Focused Mixology Events](https://www.trendhunter.com/trends/celebratingyou-campaign.md) - [Expansive Pride Activations](https://www.trendhunter.com/trends/2slgbtqi-community.md) - [Celebrity Pride Partnerships](https://www.trendhunter.com/trends/happy-hippie-partnership.md) - [Senior-Friendly Pride Campaigns](https://www.trendhunter.com/trends/seniorfriendly-pride.md) - [LGBTQ+ Vodka Campaigns](https://www.trendhunter.com/trends/coming-out-again.md) - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Pride-Inspired Social Initiatves](https://www.trendhunter.com/trends/pride-in-dermatology.md)