Profit from Pride
This weekend I joined in the Capital Pride Parade festivities, albiet only as a spectator. As a first timer, I didn’t really know what to expect other than ostentatious costumes and a party vibe (which I definitely got). What I didn’t expect was how palpable corporate branding would be. It felt more like a parade of walking advertisements than an authentic display of pride and dialogue for equality and acceptance.
Don’t get me wrong, the presence of these brands shouldn’t diminish the message. In fact, it gives me great optimism for the equality movement that support is becoming more pervasive. But as a marketer, I couldn’t help but be intrigued by it all. More brands are “coming out” themselves in order to capitalize on a lucrative market.
My only question would be how many of these companies truly care about the equality movement and how many are just looking at their bottom lines? Or does it even matter?