Communicating Support in Pride Collection Advertising: The Impact of Gender Expression and Contribution Amount

ABSTRACT

Each year numerous brands, including those with a global consumer base, develop “Pride collections” or, limited-edition, often rainbow-patterned products created for lesbian, gay, bisexual, transgender, queer (LGBTQ) Pride month. These products have received criticism for co-opting LGBTQ symbols for commercial purposes. Using samples of heterosexual and LGBTQ participants, this study examines the impact of model gender expression (masculine, feminine) and non-profit contribution amount (1%, 100% of sales) on for-profit consumer responses (attitude toward the ad, brand, and purchase inten tion) to Pride collection advertisements. In contrast to previous literature about monetary contributions on behalf of companies, a lower contribution amount (1%) was consistently found to produce more positive consumer responses than an advertisement that touted a complete (100%) contribution to a related non-profit organization. Additionally, heterosexual participants exhibited more positive attitudes toward the brand and advertisement than did LGBTQ participants. Findings from this study also show that social responsibility campaigns, such as Pride collection advertisements, can have positive societal outcomes. In recent years, support has grown for the LGBTQ community in many countries. It is advantageous for global brands to consider if and how they might take a stand on this important social issue.

Disclosure statement

The authors have no conflicts to disclose.

Additional information

Funding

This work was supported by professional development funds provided to the first author by the Mayborn School of Journalism at the University of North Texas.