According to Shira Kogan, Director of Corporate Development at the Trevor Project (an LGBTQ Youth Suicide Prevention and Crisis Intervention Organization), "More than half of youth said brands who support the LGBTQ+ community positively impact how they feel about being LGBTQ+."
When brands are loud about their support of Pride, it is undoubtedly beneficial to the LGBTQ+ community. But it’s not enough for brands to simply make rainbow-themed versions of their products or logos - they also need to support community-related causes for their efforts to be taken as authentic.
Thankfully, there are some brands that realize the power of giving back. Here are some of our favorite Pride campaigns this year:
Skittles Pride Packs
For the second year in a row, Skittles is giving up their rainbow colors and is releasing Limited Edition Skittles Pride Packs that feature gray packaging on the outside, and all gray candies inside - as a tip of the hat to the LGBTQ community.
The Skittles will still be bursting with their usual flavors, and $1 from each pack will be donated to GLAAD, up to $100,000 for the month of June. GLAAD is a media watchdog group "that rewrites the script for LGBTQ+ acceptance" and "tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change."
Skittles Pride Packs are available for purchase at Walmart, Target and other retailers.
Shopify x The Stonewall Inn
Shopify and The Stonewall Inn Gives Back Initiative have teamed up to create a list of queer-owned brands as a way of showing direct support to the LGBTQ+ communities and businesses.
The list includes over 60 brands and businesses organized by category.
PetSmart’s Pride Pet Dress
The Pink Pride Pet Dress is part of PetSmart’s You Are Loved collection, which includes rainbow-tinted collars, plush toys, pet clothing, bandanas and more.
This year, PetSmart is donating $100,000 to GLSEN, an organization which works to ensure all students learn and thrive in a safe and supportive environment in the U.S.
Bath & Body Works Sun-Washed Citrus Candle
Bath & Body Works proudly supports the LGBTQ community by donating $1 million to the Human Rights Campaign Foundation, who seeks to fundamentally change the way LGBTQ people are treated in our everyday lives.
Mattel’s UNO Pride Edition
You can Play UNO With Pride thanks to the classic Mattel game’s Pride makeover with special rainbow-colored cards. These cards are available at target stores around the U.S, and Mattel will donate $50,000 to the It Gets Better Project, whose mission is to uplift, empower, and connect lesbian, gay, bisexual, transgender, and queer (LGBTQ+) youth around the globe.
These companies don’t approach Pride month as just another marketing opportunity, but provide a platform to help uplift and support the fight for inclusivity and equity, as well as donating to the cause. That’s what makes them stand out - they like to give back.