Over the weekend, pride parades happened across the country, including those mid-sized cities in parts of the country that aren’t necessarily associated with progressive views. Included in that mix was Indianapolis. Oh, how things have changed. The first parade in Indianapolis started in 2005 and lasted a total of 15 minutes. It is now one of the largest pride festivals in this part of the country. Today, people pour in from all over the Midwest to celebrate Circle City Pride week. The parade itself is more than two hours long, with over 100 floats and groups involved. The event has grown so much that it had to be moved to Military Park, the premiere spot downtown for festivals. And while official numbers aren’t in yet, the events on Saturday are estimated to have brought in well over 100K attendances – not bad for state that is too often associated with corn, hyper-conservative ideology, and Mike Pence.
In a world where political and cultural divisions are seemingly at an all-time high, brands are increasingly held accountable for their stance on the political and social issues, whether speaking directly to the LGBTQ community or the broader population in general. Why? Because, quite simply, for the growing majority of people in the US, views on issues of equality are changing, particularly among the young. According to a Google Consumer Survey from August of 2014, over 45% of consumers under 35 years old say they’re more likely to do repeat business with an LGBTQ-friendly company. 54% also say they’d choose an equality-focused brand over a competitor. While the data is several years old, it’s probably safe to assume those numbers have done nothing but tick upward.
Equally important as to why brands need an active voice is to “shake shit up”, as one attendee told me. Statistically, we are becoming a more inclusive society. However, in the last year, purveyors of hate have grown emboldened. At the same time the pride march was going on, anti-Muslim protests were happening in 28 cities, including Indianapolis. While they couldn’t muster more than 75-100 followers, they were present and the threats were both clear and vocal. Taking a stand in support of the LGBTQ community does more than promote your good intentions, it demonstrates solidarity in the face of evil.
Despite backlash from groups that threaten to boycott them (or worse), more and more brands are responding with messages of inclusion, equality, and diversity. From Burger King to Hilton Hotels to Chase, we are seeing the faces of people that simply wouldn’t have been part of the equation in the past.
Perhaps more important than the messaging is that these companies now have a presence at events like those in Indy and across the country. Delta, Salesforce, Lilly and a host of other companies are sponsors and allies. Even Texas Roadhouse had a presence, handing out peanuts to munch. All of this would have been unlikely a decade ago. The cynic would point to it being a simple, calculated matter of cold, hard cash. After all, LGBTQ consumers have a buying power of about $884 billion, according to a study done by Witeck Communications. But we believe there is more to it than capitalizing on an event. This shift on the part of brands is about the nature of change – we are seeing a type of evolution unfolding. Ideas, like species, adapt or die. For the former, the world becomes a brighter place, for the latter, change means eventual extinction. Brands can either adapt to this changing social landscape or become irrelevant. Perhaps more damning, they can come to be seen as repressive, threatening, or even dangerous.
As expectations for greater social responsibility from brands grow, it is tempting for marketers to take advantage of the situation, but there’s a fine line between what people see as support vs. pandering. A brand needs to ensure the values that underscore the its purpose are reflected in a way that isn’t opportunistic. It has to actively be part of a cultural conversation based on its purpose and this is precisely what the people in the region saw over the weekend. Increasingly, we are becoming a culture that thrives on inclusion. It may not feel like it at times, but the fact is that the nation as a whole is embracing acceptance and diversity in spite of a shrinking but highly vocal minority. When it comes to social issues at least, the blue dots in a sea of red are growing and the culture is becoming more welcoming. This is something we saw in the most meaningful of ways last weekend.
Pride celebrations in small, medium, and large cities across the US, and indeed the world, last week signals a permanent, meaningful cultural shift. We as a species still have a long way to go, but progress is being made. And this is where brands affect change. Whether you’re selling soda in Columbus, hotel space in Montana, or mutual funds in Atlanta, a brand needs to create culture as well as reflect it.