Brands featuring ads catering to the LGBTQ+ community are bracing for a right-wing war on Pride Month
The LGBTQ+ dating app Taimi recently had trouble finding places that would accept its billboards.Big advertisers are approaching Pride month with trepidation this year, fearing backlash that could derail their campaigns, and cause harm to their brands and employees.
"I have heard a lot of brands discussing scaling things back, not just on LGBTQ+ but across all areas of diversity," the person said. These pullbacks are distressing for members of the ad industry who've pushed for inclusion."I worry about lasting impacts, and I worry that the far right has gone after a vulnerable group, and this is just the beginning," said Hannah Lewman, associate strategy director at the ad agency Mekanism.
"Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever," the company said in a statement after rightwing firebrands called for a boycott of The North Face over its ad. Dean Crutchfield, CEO of the brand management firm Crutchfield and Partners, said that brands should also identify their crisis team, train spokespeople, and be proactive in their communications should backlash arise.
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