The sun isn’t the only thing coming out in June. For decades, the month has been commemorated as LGBTQ Pride Month. It’s a time to celebrate lesbian, gay, bisexual, transgender and queer individuals, complete with inspiring events, lively festivals and rainbow-hued fêtes of all kinds.
Pride Month is also a time to take a stand against discrimination and violence against members of these communities. In the workplace, nearly 1 in 10 LGBTQ individuals say they have experienced discrimination, according to research from the Williams Institute at the UCLA School of Law. The study also found that nearly half (46%) of LGBTQ workers say they received unfair treatment based on their sexual orientation or gender identity, from being harassed to being fired.
The LGBTQ community is the fastest-growing minority segment in the United States, according to the U.S. Census Bureau. This community is incredibly diverse, hailing from many different racial, cultural and socioeconomic backgrounds. These individuals also span all different ages, with 1 in 5 members of Generation Z identifying as LGBTQ, according to a Gallup poll. As of 2022, an estimated 7.1% of the U.S. population classifies as LGBTQ, which is up from 5.6% in 2020.
Promotional products can help brands show that they champion diversity and inclusion and commit to being part of the movement – not just the month. From Pride Night events in many major professional sports leagues to partnering with LGBTQ organizations for special products or packaging, there are many ways to show support for LGBTQ individuals.
Doing so can even boost your bottom line. Businesses that actively support LGBTQ rights are seen in a more positive light by both employees and consumers. A study by Edelman and GLAAD finds that 51% of U.S. employees say they prefer working for an LGBTQ-friendly company. And when it comes to where they’re spending their money, 64% of non-LGBTQ consumers and 71% of LGBTQ consumers say they are more likely to buy from brands that feature LGBTQ individuals in their ads.
Read on to learn more about the expansive and growing LGBTQ market, along with some ideas for Pride-themed promotional campaigns.
Top 10 Metro Areas For LGBTQ Individuals
These U.S. cities have the largest LGBTQ populations, according to the Williams Institute at UCLA School of Law:
Marching for Pride
The first Pride march took place in New York City on June 28, 1970, attracting an estimated 3,000-5,000 attendees. Since then, Pride events all over the world have drawn millions of people out to support equal rights for the LGBTQ community. Some of the country’s largest LGBTQ Pride events happen in New York City, Los Angeles and San Francisco. Promotional products like flags, sunglasses, wristbands and hand fans make great giveaways for partygoers.
Most LGBTQ-Friendly Colleges
Every year, Campus Pride, a resource for LGBTQ diversity, inclusion and advocacy in higher education, compiles a list of college campuses with the safest and most welcoming environments for LGBTQ students, faculty and staff. Here’s a look at some of the largest institutions that made the list in 2022:
- The Ohio State University
- Indiana University, Bloomington
- Purdue University
- Rutgers
- The University of Texas at Arlington
- Pennsylvania State University
- University of Michigan, Ann Arbor
- Texas Tech University
- George Mason University
- University of Maryland, College Park
Promotional campaigns can help LGBTQ organizations advocate for equity and inclusion on campus with branded items like bags, notebooks and writing instruments.
Allies At Work
Most employees who identify as LGBTQ (82%) believe that allyship is critical in the workplace and helps them be themselves at work, according to a study from Deloitte. An ally is someone who stands up for and supports equality and fairness for LGBTQ people.
Nearly half of LGBTQ employees (42%) say that ally-supported employee resource groups are the most beneficial. Organizations can use logoed products to promote and encourage involvement in these groups. Look for promotional items that are functional, like lunch bags, or that can make a workspace more beautiful, like plants.
What LGBTQ Workers Value Most
According to the 2022 Workplace Wellness Survey from the Employee Research Institute and Greenwald Research, LGBTQ employees most want:
Use promotional products to highlight company programs or offerings, like flex days or upcoming healthcare enrollment.
LGBTQ: A Financial Snapshot
The LGBTQ population has an estimated purchasing power of $1.4 trillion. However, compared to non-LGBTQ individuals, they experience more financial stress in just about every area, according to research from The Motley Fool, a financial and investing advice company.
- Two-thirds say they are highly stressed about their finances in general.
- Nearly half say they have been discriminated against by someone in financial services.
- Only 26% of LGBTQ individuals have a mortgage, compared to 40% of the overall population.
- 60% say a financial emergency is among their top concerns.
- 28% don’t have access to a company-sponsored retirement plan.
- 52% have less than $10,000 in savings, compared to 43% of the general population.
Through promotional campaigns, banks, credit unions, financial advisors, wealth management firms and others in the financial industry can reach out to LGBTQ individuals about programs and services.
Promotional Opportunities All Year
In addition to Pride Month in June, brands can also use promotional products to show support and get involved during other important dates in 2023:
Campaign Collateral
Ideal for college campus or workplace events, the Rainbow Viking Nova Tumbler keeps liquids hot for 5.5 hours and cold for 24 hours. This stainless steel tumbler features double-wall vacuum insulation and an eye-catching iridescent finish.
IMAGEN Brands / PPAI 114197, S10
Hosting an LGBTQ event? Outfit volunteers or staff in comfy apparel like the Peyton Fleece Hoodie. This casual fashion basic features a classic fit and drawstrings
with metal tips.
Landway International / PPAI 243349, S1
Help LGBTQ employees shine at work with the Aviana Metallics Lunch Cooler. Designed with top grab handles and a front zippered pocket, it’s available in champagne and metallic silver. Give these coolers out to promote lunch-and-learn events or to commemorate Pride Month.
Gemline / PPAI 113948, S11
Celebrate LGBTQ legends with the LGBTQ+ Icon Cards. Each card pack shares the empowering stories of important voices in the LGBTQ community. Customize with a logo and share in employee resource groups or workplace seminars.
The Book Company / PPAI 218850, S5
Sweeten up any Pride event with these Pride Candy Cubes. Choose from treats like Skittles, rainbow sour belts and jelly beans for a fun and memorable gift.
Midnite Snax / PPAI 113793, S3
Just like glitter and house music, Rainbow Flags are a must at Pride parades and festivals. Add a logo or message to the spear-tipped wooden dowel and help participants get loud and proud.
The Beistle Company / PPAI 111182, S3
