I’ve been working with LGBTQ media since 1994, and our company has been working with LGBTQ media since 1979. Over the years as acceptance increased and more people joined the movement for Equality our professionals started to raise the goal posts of just which companies could or should come along and celebrate. This seems all well and good until you start to realize that so few could make these goals. What started as a check to make sure those hawking beer were not taking that money and working against our equal rights which is good and proper, turned into a check list of perceived musts rather than a check list of best practices. I still hear all the time- don’t just show up at Pride but advertise all year long- which of course is a best practice but with tight budget and general marketing to do along with other segment marketing it becomes problematic and can often discourage a business from doing anything.
Right now, we are in a time where not only is our Transgender community being singled out and attacked, but also anything that can be remotely tied to DEI (which unfortunately has trickled down to include so many things that have nothing to do with corporate policy)- like companies advertising in LGBTQ media. With every attack, it has only united our community and of course our media is now even more important than it was coming into this crisis of ignorance. Still, I have always believed every challenge comes with an opportunity.
Pride 2026 is the opportunity for many brands to just show up to stand with the LGBTQ community. These companies don’t need to make grand statements, nor have every policy checked off by one of our best practice organizations they can just show up and stand with us. Nothing more, nothing less- sell their product and reap the rewards of being present. Of course, this still means they can’t be working against us but in truth most don’t, they just want good customers for their services and products.
By the time this publishes we will be in the thick of Pride as the deadlines for the monthlies will have closed but today many local LGBTQ titles are weekly and of course they all have their websites and digital extensions which means even a last-minute decision means you can still make the party. If not ready, then the best plans are thought out well in advance.
