Marketing Briefing: As Pride approaches, marketers should be ‘truly invested’ as marketing backlash continues

The month of June — and Pride marketing dollars to mark the occasion — will soon flow. For marketers in recent years, that’s often meant rolling out various Pride campaigns with LGBTQIA+influencers and creating Pride merch. This year, however, Pride arrives amid a more fraught and politicized marketing environment as the backlash to advertising deemed “woke” continues.

As we covered in last week’s Marketing Briefing, brands like Bud Light, Miller Lite and Adidas, among others, have faced backlash and boycott threats for releasing marketing efforts that aimed to be more inclusive or any effort that could be deemed “woke.” The heightened politicization of inclusive marketing efforts may lead to more caution among risk averse marketers.

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