The pulse on how brands are getting involved for Pride ‘23

With Pride Month underway, marking a time to celebrate LGBTQ+ communities, promote queer joy and fight for their rights, politicians continue to bring about policies attacking LGBTQ+ rights across the country—specifically headline-grabbing anti-trans and anti-drag bills.

While 52% of Gen Z expect brands to take a stance on issues impacting the LGBTQ+ community, brands are finding themselves at the center of a polarized culture war, experiencing reactions from any Pride campaign or, sadly, any campaign featuring LGBTQ+ people.

However, as 53% of Gen Z is more likely to purchase a brand based on its stand on issues impacting the LGBTQ+ community (37% of which are also more likely to purchase from a brand that has been singled out for supporting LGBTQ+ people and businesses), it is now becoming more commonplace for brands to celebrate the LGBTQ+ community through products and marketing that resonate during Pride. So today, we spotlight a few of our favorite LGBTQ+ brand allies and their 2023 campaigns.

Image of the gray Skittles limited edition Pride packaging.


For several years, Skittles has paused its vibrant rainbow imagery to grant more space to the LGBTQ+ community in honor of Pride Month with limited edition packaging. While past Pride efforts have raised some eyebrows, the Mars marketer has built out this year's concept to include more LGBTQ+ creatives and historical perspectives, in addition to partnering with Audible and Queery to further amplify those types of voices and provide consumers with an easy way to access LGBTQ+ content via QR codes. Additionally, for every pack sold, Skittles donates $1 to GLAAD, as featured in Cassandra’s most recent report: Traveling With Pride.

Image of NYX's Game Out Loud logo with images of video game avatars and the text, "Advocating for LGBTQIA+ Safe Spaces in Gaming And Beyond."


According to makeup brand NYX, nearly 90%of LGBTQ+ gamers have been harassed about their identities online, so to bring awareness to LGBTQ+ bullying in the online gaming world, NYX announced the launch of the ‘Game Out Loud’ pride campaign featuring five LGBTQIA+ talents who bring their passion to life through makeup artistry reflective of their favorite games. The brand is activating safe spaces online on Roblox, Twitch, and nyxcosmetics.com and is focusing on education, ally messaging, and inclusivity.

Image of Netflix's The Ultimatum logo


Queer love is being put to the ultimate test with Netflix’s newest reality series The Ultimatum: Queer Love. In the newest installment of Netflix’s hot series The Ultimatum, five LGBTQIA+ couples come on the experiment to determine if they are truly meant to be. The cast of The Ultimatum: Queer Love is made up of women and nonbinary people, and over the course of eight weeks, each couple will determine if they’re ready to tie the knot or call it quits. The series looks to cover some serious ground, too, discussing IVF, trust issues, race, and familial introductions while queer.

For more on LGBTQ+ safety, such as how 75% find it very important that being safe and having stability in the world is a core value in (their) day-to-day life, check out Cassandra’s latest report Traveling With Pride, available to members, as well as the full details of our Pride survey.