June is Pride Month, a time to celebrate the strides that the LGBTQIA+ community has made towards equality and inclusivity.  

And while many festivities won’t be in-person this year, brands are still hosting virtual Pride events to show support.

From online voguing lessons to inspiring guest interviews, we’re showcasing three companies using the power of social media to elevate LGBTQIA+ voices. 

Why Brands Celebrate Pride on Social Media

Pride marks one of the most significant events in the LGBTQIA+ community: the Stonewall Uprising.

In June 1969, a rebellion took place between activists and police outside of the Stonewall Inn, a gay bar in New York.

As an homage to the activism shown then, and the ongoing efforts towards equality for the LGBTQIA+ community, June is reserved to recognize the progress that has been made. 

The month presents an opportunity for brands to provide genuine value to the LGBTQIA+ community and go beyond rainbow-washed merch or campaigns. 

For example, British retailer Matalan paired with illustrator and author Dom&Ink to create a ‘Pride At Home’ resource last year:

Whether through amplifying queer voices or raising awareness for LGBTQIA+ rights with actionable outreach, every social activation makes a difference.

If you’re not sure where to start, check out our blog post: How to Plan a Pride Campaign on Social Media.

3 Brands Hosting Virtual Pride Events

With in-person events unlikely this year, these three brands are committed to virtually uplifting and celebrating the LGBTQIA+ community:

  1. NYX Cosmetics
  2. UGG
  3. Lululemon

#1: NYX Cosmetics

NYX Cosmetics has long been an advocate for the LGBTQIA+ community, consistently reinforcing the notion that makeup is for everyone. 

As part of NYX’s brand framework, the company champions inclusion and acceptance with their ongoing “Proud Allies for All” campaign — which shares educational resources and individual spotlights.

In celebration of Pride 2021, the cosmetic powerhouse has dedicated its collection to underground ballroom culture — a safe space for LGBTQIA+ to strut their stuff. 

If you’re interested in learning how to vogue, NYX will be uploading lessons to their site, so lace up your party shoes, press play, and get ready to express yourself. 

#2: UGG

Bright, bold, and uniquely themselves, UGG has tapped famous LGBTQIA+ faces, Lil Nas X and Hari Nef to throw a virtual prom for their Pride activation.

Created in collaboration with the Pacific Pride Foundation, the brand’s fifth annual “Proud Prom” is an inclusive Pride event featuring local LGBTQIA+ and allied youth from California’s Santa Barbara and coastal communities.

Digging a little deeper to extend the story of UGG’s campaign, the site features the cast’s interviews on community, pride, and identity: 

Pride Events

Source: UGG

Plus, UGG has pledged to donate $25 from each pair of their Pride-inspired slides to GLAAD — putting their money where their mouth is. 

ICYMI: Later offers a 50% discount for all non-profit companies on annual paid plans! Find out more here.

#3: Lululemon

As much as Pride is a cause for celebration, it’s also a time to educate. 

Since launching their Proud & Present campaign in 2019, Lululemon has made it their mission to amplify marginalized voices year-round.

Whether it’s handing the mic to employees and ambassadors to speak about their personal journeys, or sharing impactful stories of reflection, Lululemon’s content not only educates but inspires. 

Celebrating Pride with virtual events and activations can be a great way to support the LGBTQIA+ community, drive meaningful change, and illustrate your brand’s values. 

But remember to represent and support queer voices and organizations beyond June. True allyship is year-round — and should be an ongoing part of your content strategy.

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Written By

Amanda Demeku

Amanda is a Content Marketer at Later based in Toronto. When she’s not busy writing you can catch her playing tennis or sipping all the pop-culture tea. Say hi on Instagram — @amandademeku

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