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YOUTH ON PRIDE

What young people have to say about LGBTQ+ Pride Month

We at Cassandra proudly celebrate LGBTQ+ Pride Month and stand with the LGBTQ+ community, and to both honor this month as well as continue to inform readers of crucial social justice initiatives, we talked to young adults in the Cassandra Collective about Pride. Here’s what they have to say about what they’re doing for Pride this year, as well as how brands can better support the LGBTQ+ community, as part of our on-going research around current social justice initiatives. These qualitative insights, from online research conducted June 22 - 24, 2020, are supported by data from our ongoing quantitative research.

WHAT CAN BRANDS DO TO BETTER SUPPORT THE LGTBQ+ COMMUNITY THIS PRIDE MONTH?

  • “I think they can do better by supporting LGBTQ+ movements, donating some of their cash to LGBTQ+ causes, or, say, if they’re a clothing brand, have some shirts [or] sweaters with statements on them.” – Robert, 29, WI
  • “I like that [some brands are putting in] some amount of effort in posting [about Pride] and making Pride flag backgrounds available, but overall, this [activity] feels very shallow, like they are using Pride to advertise themselves rather than uplift the LGBT community.” – Sai, 21, NY
  • “Instead of talking about the struggles they’ve faced, shine light on achievements or how far people have come. I’m tired of negativity and sadness, they should show people who are happy and talk about the greatness they’ve done or how far they’ve come over the years.” – Kelsey, 17, NY
  • “They should showcase their achievements in the work they do in the world stage.” – Randy, 33, CA
  • [Don’t] only cater to cis white gays and just slap a rainbow on something for support—represent a wider variety of LGBTQ+ people in their ads and donate some proceeds to LGBTQ+ shelters and charities for this month.” – Brittany, 20, TX
  • The numbers from Cassandra: Only 40% of U.S. youth agree ads realistically reflect LGBTQ+ culture.
  • The numbers from Cassandra: 69% of U.S. LGBTQ+ youth are more likely to support a brand if its political views align with their own, seven percentage points higher than overall U.S. youth who also say this.

WHAT ARE YOU GOING TO DO FOR PRIDE THIS YEAR?

  • “I have tried to educate myself on LGBTQ+ issues but that’s not necessarily a ‘pride month only’ thing. – Michelle, 32, NJ
  • The numbers from Cassandra: Despite last week's landmark Supreme Court decision expanding LGBTQ+ rights, LGBTQ+ youth feel there is still a long way to go. 1 in 2 U.S. LGBTQ+ youth feel the country is headed in the wrong direction, compared to only 34% among those who are not LGBTQ+.
  • The numbers from Cassandra: 81% of U.S. LGBTQ+ youth agree it's hard to focus on one single cause because there are so many to support.
  • The numbers from Cassandra: LGBTQ+ rights, mental health, and racism are the top 3 social causes U.S. LGBTQ+ youth care about.