Gen Z Remains Frustrated with the Performative Allyship of Brands During Pride Month
June is #PrideMonth, a time to celebrate and support members of the #LGBTQ+ community. However, many Gen Zers have conflicted feelings on the authenticity of brands’ allyship and advertising during Pride Month.?In a study conducted by Reach3 Insights right after 2022 Pride Month, 466 GenZers were asked to give their opinions on brands’ efforts to support the LGBTQ+ community in June 2022. 43% of the #GenZ respondents stated that they noticed a significant improvement in brands’ advertising, with support going further than performative action, launching donation campaigns, and adding more inclusive products. The big box retailer, Target specifically expanded their merchandise collection to include options more inclusive of the LGBTQ+ community, such as chest binders. This stood out to Gen Zers because it showed that Target put inclusivity over corporate profits.?
However, the Gen Z community still felt much more improvement was needed, with 36% of respondents saying that corporations were taking advantage of Pride Month to gain profit without genuinely wanting to support the LGBTQ+ community.?