Pride Month eCommerce Tips: 7 Ways to Celebrate Inclusivity

After the heartwarming celebration of Mother’s Day comes the excitement of Pride Month. Taking place throughout the month of June, Pride is a global celebration of the LGBTQ+ community, and a time to champion diversity, inclusion, and the fight for equality. For eCommerce sellers, Pride Month presents a unique opportunity to connect with a vibrant and loyal customer base while promoting inclusivity within your brand.

This comprehensive guide explains the history and legacy of Pride, breaks down celebratory activities performed during this holiday, and outlines some actionable steps for sellers to navigate Pride Month effectively. We’ll delve into understanding the LGBTQ+ consumer market, crafting impactful marketing campaigns, and showcasing your brand’s commitment to diversity and inclusion. By following these strategies, you can not only achieve commercial success but also contribute to a more inclusive marketplace.

TABLE OF CONTENTS
1. History of Pride Month
2. Pride Month Festivities
3. The LGBTQ+ Consumer Behavior
4. Build an Authentic Brand for Pride Month
5. Beyond Pride Month: Fostering Long-Term Relationships with LGBTQ+ Community
6. How VASO Group Helps You Celebrate Pride with Purpose

History of Pride Month

Pride Month is celebrated each year in the month of June to commemorate the 1969 Stonewall Uprising in Greenwich Village, Manhattan. Coined to depict the five-day long protests that followed a police raid at the Stonewall Inn, the Stonewall Uprising was a tipping point for the Gay Liberation Movement in the United States, prompting the foundation of many gay rights organizations such as the Gay Liberation Front, Human Rights Campaign, GLAAD (formerly Gay and Lesbian Alliance Against Defamation), and PFLAG (formerly Parents, Families and Friends of Lesbians and Gays).

The Stonewall Uprising was not monumental due to the police raid nor the protests following it, but rather due to their sheer volume and participation of protesters. According to the Library of Congress, “it was not the first time police raided a gay bar, and it was not the first time LGBTQ+ people fought back, but the events that would unfold over the next six days would fundamentally change the discourse surrounding LGBTQ+ activism in the United States (Library of Congress, 2024).”

On the one-year anniversary of the protests on June 28, 1970, thousands of people marched in the streets of Manhattan from the Stonewall Inn to Central Park in what was then called “Christopher Street Liberation Day,” America’s first gay pride parade. The parade’s official chant was: ‘Say it loud, gay is proud.’” This tradition has grown more widespread since then and become an annual event championing gay rights.

Pride Month’s message is all about embracing your identity and authenticity, praising inclusivity and diversity, as well as showing resilience against discrimination and violence. That message has stayed true ever since.

Pride Month Festivities

Pride Month celebrations range anywhere from pride parades, picnics, parties, workshops, symposia, to concerts. Just in our Dallas locale, there is the annual Dallas Pride parade and festival in Fair Park taking place on June 1-2, 2024. In addition, there are also plenty of exhibitions and special events taking place at museums (such as the Dallas Holocaust and Human Rights Museum), restaurants and bars (Yardbird, Lucky’s Cafe, Electric Shuffle), or even bubble tea vendors! The possibilities are endless when it comes to finding ways to participate in the spirit of Pride Month.

The LGBTQ+ Consumer Market: A Powerhouse of Potential

eCommerce businesses looking to tap into the LGBTQ+ community should know that it represents a significant and influential consumer demographic. Here’s a glimpse into their purchasing behavior:

• Spending Power: LGBT Capital estimates the global aggregate spending power of the LGBTQ community (the LGBT-GDP) to be around US$4.7 trillion per annum (measured as Nominal GDP) – from a 15+ LGBT population of about 388 million individuals globally.
• Brand Loyalty: LGBTQ+ consumers tend to be highly brand loyal, favoring companies that actively and continuously support the community.
• Social Responsibility: NielsenIQ found that 65% of LGBTQ+ consumers prioritize brands that support their community.

ACTIONABLE INSIGHTS: Recognize the LGBTQ+ community as a valuable customer segment. Cater to their preferences by offering inclusive product lines, showcasing diverse marketing materials, and actively supporting LGBTQ+ causes.

7 Pride Month eCommerce Tips to Building an Authentic Brand

Just as you build long-term relationships with your other demographics, you need to show genuine commitment to the Pride cause and build a rapport with your LGBTQ+ audience. Don’t engage in performative activism: simply throwing rainbows on your products during June isn’t enough. Demonstrate a genuine commitment to diversity and inclusion throughout the year. Partner with LGBTQ+ organizations, support relevant charities, and ensure your company culture fosters an inclusive environment.

Here are 7 ways your brand can start promote inclusivity in your branding and eCommerce efforts:

1. Represent the LGBTQ+ Community Authentically

DID YOU KNOW: 71% of LGBTQ consumers are more likely to trust a brand with advertising that authentically represents a variety of sexual orientations (Think with Google, 2019)?

Representation matters. It’s important for your audience to feel included in your marketing materials as well as other content in your brand messaging. To do this, you can feature diverse models and imagery in your marketing materials to represent the LGBTQ+ community authentically.

2. Employ Inclusive Marketing Strategies

NielsenIQ reported that 49% of LGBTQ+ customers identify a supportive brand through the brand’s representation of the community in advertising. Consider running targeted social media campaigns reaching relevant LGBTQ+ communities and influencers.

PRO TIP: Involve LGBTQ+ individuals in your marketing efforts. This ensures authenticity and avoids potential pitfalls of cultural appropriation.

3. Position Your Catalog for Pride

Offer limited-edition Pride-themed products, with a portion of the proceeds donated to LGBTQ+ charities. Ensure these products cater to diverse preferences and avoid stereotypical representations.

PRO-TIP: This tactic also helps attract more LGBTQ+ consumers, as 46% of the demographic identify brands to support through their donation efforts (NielsenIQ).

4. Spread the Love with Social Media

Social media is a powerful medium for showing your support for the cause. Be a part of the celebration by using relevant Pride hashtags like #PrideMonth, #LoveisLove, and #EqualityMatters to increase the visibility of your campaigns. Encourage engagement with your following or new-to-brand users by hosting contests or product giveaways around Pride themes.

On a more educational note, you can also use your platform to share informative content about LGBTQ+ history, terminology, and the fight for equality. For added learning value, consider partnering with LGBTQ+ organizations to create valuable educational resources for your audience.

5. Pride-Themed Email Marketing

Personalize your email marketing by sending greetings celebrating Pride Month to your subscribers. You can curate a Pride-themed haul, or include a feature section for products from LGBTQ+-owned businesses within your email newsletters. Last but not least, provide exclusive discounts or promotions during Pride Month for your subscribers.

6. Long-Form Content Marketing

Long-form content like blog posts  is always a valuable medium when it comes to education and awareness. Lean into this aspect for your Pride Month campaigns by publishing informative articles discussing LGBTQ+ issues. These could include highlighting LGBTQ+ history, or showcasing LGBTQ+ entrepreneurs.

BONUS TIP: Just like social media, blog posts are a great way to spread awareness. On top of writing educational pieces yourself, inviting other LGBTQ+ brands or organizations to partner with your writers can bring multiple perspectives to these engaging conversations.

7. Open Your Platform to LGBTQ+ Creators

Pride Month is all about solidarity. Embody that value by collaborating with LGBTQ+ bloggers, YouTubers, or social media influencers to create engaging content promoting your brand in an authentic way.

PRO TIP: Ensure your marketing materials are accessible to everyone. Use alt text for images, provide subtitles on videos, and offer transcripts for written content.

Beyond Pride Month: Fostering a Long-Term Relationship with the LGBTQ+ Community

Even though you tend to hear more about LGBTQ+ issues during Pride Month, it doesn’t mean these matters aren’t pressing in other months. Seriously, don’t engage with your LGBTQ+ audience exclusively during June and then ghost them for the rest of the year! Here’s how your brand can be there long-term for the LGBTQ+ community:

• Year-Round Advocacy: Be a continuous advocate for diversity and inclusion. Support LGBTQ+ causes and charities throughout the year, not just during Pride Month.
• Employee Resource Groups: Consider establishing LGBTQ+ employee resource groups within your company to foster a more inclusive work environment.
• Philanthropy: Partner with LGBTQ+ non-profit organizations, offering ongoing support through donations or volunteering opportunities.

PRO-TIP: Actively listen to feedback from the LGBTQ+ community. Address any concerns and strive to continuously improve your inclusivity efforts.

How VASO Group Helps You Celebrate Pride with Purpose

By implementing the 7 Pride Month eCommerce tips outlined in this guide, you can achieve commercial success during Pride Month while establishing your brand as a force for good. Remember, authenticity is key. This Pride Month, celebrate with authenticity, embrace inclusivity, and take action to create a positive impact.

Our account managers and marketing experts can help you outline an action plan with a focus on building long-term relationships with the LGBTQ+ community. We are committed to creating and maintaining a continuous brand effort that goes beyond marketing campaigns and translates into concrete actions that support the community and advocate for equality.