The right way for brands to approach Pride month (and all year round)


Procter & Gamble celebrates Pride with branded trikes and employees in the World Pride Parade on June 30, 2019 in New York City.

Bryan Bedder | Getty Images

More than ever, brands are signaling support for the LGBTQ+ community during Pride month. But experts say that true support has to come from more than a rainbow-hued post on social media. 

A slew of giant brands this June have launched ad campaigns or marketed Pride-themed clothing and food. Kind Snacks has its own line of “Kind Pride” bars, for instance, while Skittles turned its packaging and candy gray to call attention to “the only rainbow that matters.” 

But with consumers giving a more watchful eye than ever to the brands they…


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