The LGBTQ+ community is big enough on its own so brands should shy away from generic slogans about love and finding yourself and instead directly address the community they are capitalising on. It is overhauling its recruitment process to try and appeal to a broader spectrum of sexualities and genders, this involves more inclusive job ads, modernising its code of conduct and introducing a support programme for LGBTQ+ graduates. If brands are celebrating the LGBTQ+ community this month it’s important to also ask whether this support filters all the way through a business. True brand purpose is not just about ad campaigns but how companies operate. However, this inevitably draws criticism as many companies are accused of hiding behind the rainbow and using Pride as a lazy attempt at brand purpose. From retail to FMCG, every brand begins sporting the multi-coloured arch to show their support for the LGBTIQ+ community and honour Pride month. Every year around June and July, the advertising world explodes with rainbows.
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