Retailer Macy’s partnered with HRC again this year to celebrate Pride Month, and will feature new HRC merchandise at select locations across the country. Marriott International made news with its #LoveTravels campaign featuring images of prominent LGBT spokespeople wrapped around hotels, in print ads and billboards, as well as widespread social media promotion. Thank you very much.”Īmong the most visible LGBT Pride Month promotions this year have been from some of America’s most iconic brands: You can sell your shares of Starbucks and buy shares in another company.
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In fact, NOM’s calls to “Dump Starbucks” and “Dump General Mills” only emboldened the corporate giants to be more vocal in their support for equality, with the Starbucks CEO Howard Schultz telling a disgruntled shareholder, “If you feel, respectfully, that you can get a higher return than the 38 percent you got last year, it’s a free country. The group’s calls for boycotts against Starbucks and General Mills – after the companies endorsed marriage equality initiatives in Washington and Minnesota, respectively – had no lasting impact on sales. The so-called National Organization for Marriage (NOM), which advocates against equal rights for LGBT people, has undertaken multiple failed boycott campaigns in recent years against companies that support equality. Businesses recognize that it is incredibly unpopular to be anti-gay, and in fact, now view a pro-equality stance as a way to entice the millions of fair-minded Americans who champion LGBT civil rights as an important issue.Īdding to this have been the phenomenal flops from opponents of equality who have attempted to curb corporate LGBT advocacy.
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Today, companies are focusing sharply on the quickly changing research demonstrating that a vast majority of Americans support LGBT equality. In the past, most companies and brands rarely – if ever – used LGBT-specific themes in marketing or advertisements.