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The Biggest Mistake Brands Make With Pride Month Campaigns

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It's the time of year again for Pride Month, a celebration for the lesbian, gay, bisexual, and transgender (LGBT) community. All during the month of June, there will be parades, events, and tons of rainbows as the LGBT community and their allies put their pride on full display.

Increasingly, brands are working to show their support for this historically underserved community. Many will participate in and sponsor local pride parades. Others will put out Pride-themed merchandise, like rainbow-colored cookies, shirts, and bags.

Me @ companies during pride pic.twitter.com/Dv6uNwnYvx

But before your company gets caught up in the euphoria of Pride fever, make sure you're not committing the cardinal rule of engaging with a marginalized community: showing up only during during a celebration for such a community, in this case Pride Month, with a superficial show of support.

People who are part of communities that have traditionally been underserved or ignored can quickly see when brands are being sincere, and when they are just trying to cash in. No one wants to be........

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