PRIDE CAMPAIGNS: Resistance Trumps Celebration

Every week, MMC’s “hive” of trend spotters share their HIVE FIVE, the top five up-and-coming digital, tech, social, and cultural trends to watch.

June is LGBTQ Pride month, and in light of the current political climate the equality movement is refocusing it’s energy on activism rather than celebrating progress and community. National Pride campaigns from LGBTQ advocacy groups such as GLAAD and the Human Rights Campaign are combining messages of unity and protest. GLAAD, focusing on its “Together” movement launched earlier this year, has chosen to do so because of how the election results have pushed the community to take a look at the intersectionality within. Most of the LGBTQ community can also identify with the other minorities in today’s political climate, and they want to bring attention to those connections while protesting their oppression and celebrating their differences. Brands such as Nike are tapping into consumer engagement this month by releasing products that connect to Pride, and it presents a large opportunity for them to impact the LGBTQ community and other marginalized groups.