June is Pride Month—which means a market flooded with ads celebrating the LGBTQIA+ community. From rainbow OREOS to Target’s Pride clothing line, we’ve seen an explosion in LGBTQIA+ marketing in just the past few years.
But there’s more to this month than Pride-themed ads and limited edition products. It’s a time to bring further awareness to the importance of diverse representation.
When people see themselves or their family reflected in advertising, they develop a deeper connection and greater trust in those brands.
This is especially true for key audience segments like Gen-Z. Microsoft conducted a study on the effects of inclusion in advertising. They found that 70% of Gen-Z consumers are more trusting of brands that feature diverse representation in their ads. They also found that 49% of Gen-Z consumers stopped purchasing from a brand that they felt did not represent their values.
Telling authentic stories is at the heart of everything we do at JK–and part of being authentic is being inclusive. That’s why we asked some JKers to share what Pride Month means to them and examples of recent ads featuring LGBTQIA+ people that stood out to them.