Empty Gestures: The Dangers of Performative Pride Month Campaigns

By Lukas Pierce , Activation Strategist

This Pride Month, your brand might be eager to show its colors, but is that enough? Discover why performative activism can backfire, explore why authenticity matters now more than ever, and what you can do to engage with these audiences despite these complexities.

What is performative activism?

Performative Activism refers to acts of activism that are primarily done for one’s own gain— such as a desire for social status or to keep up an appearance— instead of being done out of a genuine desire to create meaningful change. This can take many different forms, but in media & advertising, performative activism usually refers to a brand putting out a surface-level statement in support of a cause, without meaningful action to back it up.

Why does that matter?

Marketers engage in performative activism in an effort to increase their social capital— As we all know, attention is key in this day and age, which means it can be enticing to try and hop on any movement while the iron is still hot.  Unfortunately, these shallow efforts often end up causing more harm than good, both to the movement and to your business. Many consumers are quick to call out companies that don’t “walk-the-walk". 

Resources like the Accountability Project are often used to monitor companies whose actions are harmful to the LGBTQ+ community, such as those that make donations in support of anti-LGBTQ+ legislation.  This project is heavily focused on highlighting companies that also align themselves with the LGBTQ+ community, such as those that donate to Pride events or who have signed the HRC‘s business statement.

It has been found that nearly a quarter of US adults would stop purchasing products/services from anti-LGBTQ+ companies, with 16% saying that they would encourage their friends/family to stop their purchases as well. So the impact upon your bottom line is higher than it’s ever been. 

In Spite of All That

This isn’t to say that companies shouldn’t show their support for causes that align with their mission and values. We’ve seen time and time again that consumers prefer brands that align with their values;  More than half of surveyed consumers have reported that they find brands that support and (more crucially) act upon shared values to be more attractive.

Within the LGBTQ+ community and beyond, consumers are much more likely to consider products and services from companies that are open in their support of the LGBTQ+ community, with 68% of respondents stating that they feel better about purchasing their products. And, with nearly 20% of Gen Z Adults identifying as LGBTQ+ —Making up more than $1 Trillion in estimated spending power— it’s more important than ever that marketers keep this growing demographic in mind. 

So what can I do? 

1. Select the Right Cause

If you’re choosing to engage in corporate activism, it’s important to ask yourself what your objectives are.  Why are you selecting this specific movement to add your brand’s voice to? If you’re trying to hop in on a trend, or to follow the latest hashtags, maybe you should reconsider. The causes you support publicly should ideally be those that you were already regularly supporting beforehand.

Ask yourself if your brand is a good fit for this cause.  Does your product align with your cause? What about your mission and values?  Is your brand relevant to the conversation, or would it just be another voice among the crowd? 

One easy way to find a cause or organization to support is to start within your business’s own community.  Research the grassroots organizations that are doing good in your community right now;  They’re more than likely in need of the most support, and by selecting an organization that is devoted to helping the same community as you, both you and your consumers will be able to see, firsthand, the effects that your actions have had on the community. 

1. Follow through

Once you’ve selected what cause you want your company to support, it’s important to remember that this can’t be a one-and-done message.  Consumers expect a lot from their brands, so you’ll need to keep in mind the responsibility that you have— to yourself, your company, and your community— to follow through on your messaging.  This looks about how you’d expect it to; donations, volunteering, raising awareness, etc.  

But beyond that, it’s equally important to look internally.  The most important activism begins right where you work every day: 

• What is your company tangibly doing to avoid discrimination within the workplace? 
• Does your company enforce roles that make employees unable to be their true selves? 
• Do you have measures in place to avoid discrimination in hiring/promotions?
• Does your company engage in practices that harm the LGBTQ+ community?

If you wouldn’t feel confident in sharing the honest answers to any of those questions on your company’s social media, that’s your cue to work to spark change within your own workplace. 

Lastly, I encourage you to make a point to continue your advocacy beyond just the month of June.  Even though the conversation tends to quiet down on July 1st, the LGBTQ+ community is here all year long.