Pride Month: The Most Inspiring Pride Collaborations for 2022
By Kathy Justice
With reports of sky-high inflation and an interest rate hike, June feels a tad gloomy. But while walking through O’Hare International Airport last week, I noticed a small table in the Hall of Flags circled by people busily scribbling on colored sticky notes before affixing them to a poster board labeled “Proud to be.” Sponsored by Delta, a smiling brand ambassador was eagerly handing out supplies, hugs, and words of affirmation to interested passersby. This was a nice reminder that despite a year of political and economic setbacks, progress towards inclusivity is still being made and supported by many key brands and organizations across the U.S.
With the ubiquity of pride celebrations and branded campaigns, efforts to embrace the LGBTQ community can at times feel like an easy cash grab. This year in particular has been fraught with hypocrisy as the advocacy group Data for Progress revealed a list of companies whose political contributions fail to match their advocacy marketing. Questioning a company’s intentions when embracing Pride is not a new area of inquiry. Last year, writer Michael Beausoleil questioned this topic in his article “Every Brand is Celebrating Pride: Is it Sincere or is it Marketing?” Beausoleil concludes that overwhelmingly business participation in Pride is a net positive as it signals a welcoming and acceptance of LGBTQ+ peoples first and foremost. He states this makes Pride participation more than an empty gesture as it’s about communicating care, and for some companies, advancing LGBTQ+ causes. While there is more work to be done and accountability is important, let’s not forget messages of inclusivity can impact social change long-term by keeping the conversation going and renewing attention.
W5 embraces the LGBTQ+ community and applauds the brands, companies, and agencies working to make inclusivity a standard. With that, here’s a roundup of three of the most meaningful Pride-themed collaborations for 2022:
Amplifying LGBTQ+ Voices: Penguin Random House “Pride in Your Words” Zine
Penguin Random House’s internal LGBTQ+ network collaborated on its first ever ‘zine, showcasing writing and interviews from a bevy of queer writers and illustrators. Of note is an excerpt from Nigerian writer Eloghosa Sound’s debut novel “Vagabonds!” featuring tales of queer Nigerians’ search for solace and courage (a must read!) and the delightful coloring page by “Color Me Queer” artist Anshika Khular. You can download the zine here.
History Lesson: Miller Lite’s “Beers and Queer History Book”
To shed light on lesser-known and underreported supporters of the LGBTQ+ community, Miller Lite partnered with New York Times bestselling author and Pulitzer Prize finalist, Dr. Eric Cervini, to provide a brief history of how bars have served as safe havens and places of empowerment for LGBTQ+ communities. The book is the latest effort of Miller Lite’s “Open & Proud” program, a multi-year partnership with the Equality Foundation to facilitate inclusive spaces at bars.
Advocating for a Cause: Ugg + Pink Sparrow’s “Feel Heard” Campaign
American footwear brand Ugg and design shop Pink Sparrow partnered to support The Trevor Project, a mental health support line for LGBTQ+ youth via the “Feel Heard” campaign. Ugg stores throughout the country featured colorful faux fur and phone booths to call to mind the caring support it offers to young LGBTQ+ people and broadcast its new all-gender Pride collection. Additionally, the shoe brand donated $125,000 to The Trevor Project in early June.
These represent a few of the outstanding, impactful collaborations in celebration of Pride ’22. If you have a favorite campaign or collaboration to share, feel free to share with us!