A Rainbow Logo Won’t Cut It: How Brands Can Show True Allyship for the Queer Community

Brands as Allies: A Brief History of Shaping Public Opinion and Culture

Queer people have always existed, but their visibility in marketing has not – reflecting the limited acceptance in broader society. Brands largely ignored LGBTQIA for decades, and when they did include queer representation, it was often stereotypical. But as LGBTQIA+ rights expanded, brands began featuring queer people more often. Early support came from spirits brands in the late 1970s, like Budweiser and Absolut Vodka, but during the AIDS crisis of the 1980s, many brands distanced themselves again.

In 1994, IKEA became one of the first major brands to feature a gay couple in a U.S. TV ad. Despite backlash, including bomb threats, this marked a turning point. From the 2000s onwards, the community saw bolder and more generous support, especially around Gay and Lesbian Pride Month.

The Rise of Right-Wing Ideologies: How Will Brands Respond?

In the past years, we have seen our political landscape make a big pull to the right. Conservative media personalities are demonizing trans people, and laws are being passed restricting LGBTQIA+ rights, not only in the U.S. but also closer to home in Poland and Hungary. Throughout history, whenever the acceptance of queer people in society decreases, queer representation in marketing also diminishes. In the U.S., we could observe big brands like Target and Bud Light withdrawing their support in sometimes brutal ways last year. But while companies can pull back their Pride campaigns after backlash and threats, queer people don’t have it that easy. They cannot simply walk away from the backlash and threats they continuously experience. This is the reason why queer activism is essential in the first place. Do corporations really want to fight for change? Then they must also be there when it gets difficult, because change is never easy.

So, let’s get to work. Being an ally for LGBTQIA+ is a wonderful idea in theory, but in practice, you must give back to and be genuine for all members of this community. The same goes for brands. You might wonder: how can we make this happen? Don’t worry – many brands are already successfully doing it. Here is what we can learn from them:

1. Practice What You Preach

Before taking action, start by looking within. Make sure that your values and actions align with your support for queer individuals. Is your workplace safe for queer people? Do you hire inclusively? Are queer people represented in leadership positions? Do you maintain partnerships with controversial third parties? Do your investments support this community? Don’t change your logo to a queer flag if you can’t show genuine commitment through actions. In other words: “Your actions speak so loudly; they won’t hear what you say”.

2. Involve Queer Voices in your Marketing Decisions

To truly include queer people in your marketing, involve them in the process and decision-making. Listen to their stories, challenges, and experiences to make sure your work is accurate and respectful. Without their involvement from the beginning, you risk making mistakes. Specialized LGBTQIA+ organizations and communities can provide guidance and help making sure your ideas align with their authentic reality.

3. Show the Multifaceted Queer Community and Don’t Reproduce Stereotypes

Brands can either reinforce stereotypes or authentically represent the very diverse queer community. In the past, representation often focused on gay white men. True inclusivity means showcasing a broader spectrum, including elderly, disabled, Black, and transgender individuals. The book "We Can Do Better Than This" is a great resource for diving into the different shades within the LGBTQIA+ community.

Not only who you represent, but also how you represent is important. Don’t use stock images that perpetuate outdated stereotypes, such as showing gay men in feminine or queer women in masculine appearance. For young queer people, seeing diverse representation matters. A 2019 GLAAD study found that media and public figures often give young people their first glimpse of queer life, helping them validate their own experiences.

As a final point, it’s important to note that marketing doesn't always have to highlight that LGBTQIA+ people are queer to start with. Think about the film industry: about 15 years ago, films often featured LGBTQIA+ characters with depression or challenging lives. This reinforced the stereotype that queer lives are abnormal and problematic in itself. Just like modern films feature LGBTQIA+ characters whose queerness isn't central to the story, brands can portray them as happy individuals who simply happen to be queer. By choosing inclusive and thoughtful representation, brands can help challenge prejudices and promote acceptance.

4. Focus on efforts that directly benefit the LGBTQIA+ community

To genuinely support the community, companies must go beyond gestures. What are ways you can make a meaningful contribution? Think about donations to LGBTQIA+ organizations, collaborating with queer creators or developing products and services that enrich their lives. “LGBTQIA+ consumers specifically are looking for much more than products and creative advertising to look at, they want to spend their money on brands that walk alongside them and contribute positively to their community”, says Stacie de Armas, senior vice president of diverse insights and initiatives at Nielsen. A brand who did this well is Mastercard, who introduced the “True Name” feature, enabling transgender and nonbinary cardholders in multiple countries to use their chosen first name on their cards without a legal name change. This helps avoid uncomfortable situations in stores and strengthens Mastercard's connection with the LGBTQIA+ community.

5. Be there when it counts – in good and bad times

Pulling back your campaigns due to negative publicity suggests you care more about profits and reputation than about equality and justice. If you want to take a bold stance that might upset some customers, be prepared for diverging responses.

Bud Light saw what this can look like after a brief partnership with transgender influencer Dylan Mulvaney in 2023. The campaign sparked significant boycotts, particularly from conservative and far-right groups in the United States, where debates around LGBTQIA+ representation and inclusion are often polarizing. In the month following the advertisement, Bud Light's sales fell up to 26%. As a result, in May 2023, Bud Light lost its status as the top-selling beer in the U.S., a status they had had for 20 years. How did the brand deal with this challenge? In 2024, the company did not even once mention Pride Month on social media and, instead, promoted its partnership with the Ultimate Fighting Championship. In contrast, Nike faced criticism for a campaign with the same transgender influencer but chose to stand by their values, which made them appear honest and reliable. Soon after, the controversy faded away – like sadly too often, corporate rainbow logos fade away at the end of Pride Month, leaving a gap for the rest of the year. To build loyalty with consumers who share your values, think about how your brand can support the community year-round.

How Brands Can Shape a More Inclusive Future

There’s no doubt that these five levers for LGBTQIA+ allyship are ambitious. But with their immense power to shape societal norms, the choices brands make today will shape the reality of future generations. By being active allies and supporting inclusivity, brands can help create a future where acceptance is a reality for all.