Beyond the Rainbow: How Brands Creatively Champion LGBTQ+ Inclusion

The true company with LGBTQ+ community does not end up transforming the traditional logo into rainbow-ish brand identity only. Some of the brands below were going greater lengths to make an impact. This Pride month, we introduce the risk-takers who seeked chances for an unforgettable diversity presentation.

Instead of self-promotion, these brands leveraged their identity to support and celebrate the LGBTQ+ community:

In 2016, on the first anniversary of marriage equality in the USA, American Express (AE) launched a campaign that moved beyond its credit card focus to celebrate love and commitment. Recognizing that a wallet holds more than just cards—it carries precious memories and photos of loved ones—AE created a digital activation allowing users to personalize their cards with images that celebrate their relationships. This subtle yet powerful initiative showcased AE’s long-standing support for the LGBTQ+ community while emphasizing the importance of personal connection.

Known for its iconic rainbow branding, Skittles took a bold step during Pride month in 2016 by “giving up its rainbow” in the UK. Facing declining sales, the brand chose to make a statement rather than simply capitalize on the rainbow flag. All Skittles candies were produced without their signature colors, accompanied by a heartfelt letter explaining that “only one rainbow mattered” during Pride. This unexpected move generated significant social buzz and demonstrated Skittles’ commitment to genuine allyship.

These brands have gone beyond surface-level gestures to create meaningful connections with the LGBTQ+ community. They have used their platforms to amplify LGBTQ+ voices, challenge stereotypes, and promote inclusivity. By sharing personal stories, collaborating with LGBTQ+ creators, and donating to relevant causes, these brands have demonstrated a genuine commitment to allyship.

For brands with long-held traditional identities, embracing LGBTQ+ inclusivity can be even more challenging. Yet, these companies have successfully broken barriers and connected with new audiences.

A leading jewelry brand in Vietnam, PNJ had a history of portraying “ideal couples” in its marketing, reflecting traditional societal norms. However, in 2018, PNJ challenged these conventions by featuring a gay couple in its wedding campaign. This campaign, which showcased a simple and authentic portrayal of love and commitment, resonated with a younger generation and challenged stereotypes surrounding LGBTQ+ relationships in Vietnam.

Recognizing the power of traditional media, The Times of India took a significant step towards normalizing LGBTQ+ representation in India. They introduced “Out & Proud” classified sections, providing a platform for LGBTQ+ individuals to share their stories, seek support, and celebrate milestones. This initiative brought the community into the mainstream media, fostering greater visibility and acceptance.

Pride Month serves as a powerful reminder of the ongoing fight for equality. In a world often marked by division and hardship, creativity can be a unifying force. Brands have a unique opportunity to leverage their platforms to champion inclusivity, but it requires more than just symbolic gestures. Authenticity, empathy, and a genuine commitment to social change are essential for brands to truly make a difference and connect with the LGBTQ+ community, not just during Pride Month, but throughout the year.