WWN Guide To Profiting From Gay Pride Week


GAY PRIDE week is fast approaching in Ireland, so you know what that means; time for your company to piggyback on this celebration of LGBTQ culture, to make sure your brand isn’t forgotten for even a second over the one week of the year that gay people can call their own.

If you’re looking to make sure your brand doesn’t miss an opportunity to stay hugely visible during this period, you may need to consider the following:

1) Get a rainbow in there somewhere.

Those brand guidelines that you follow religiously for the other 364 days of the year? Bin ’em. Get a fucking rainbow on your logo right this instant. It’s the easiest way of saying ‘hey, we may be a multi-national corporation, but we’ll take you gay lads’s money too!’ Do you want to be the one company on the high street that doesn’t look like a bag of Skittles? You’re just burning money here! Rainbow! NOW!

2) Shove some gay-friendly content out through your social media channels.

This is easy, Get on Google, look up ‘what gay people like’. Get rid of anything that isn’t a TV show or a singer. Then just make a GIF or a meme out of this, oar your product in there, and tweet that shit at some stage over the weekend. Quick, what do gays like? Lady Gaga! Ru Paul’s Drag Race! Get some GIFs on the go! You’re going to miss out on the gay money if you don’t act fast!

3) Make sure to include all the gay people

It’s not as easy as it was a few years ago, when you had gay people, lesbians, and bi-sexuals. There are, at last count, 173 different denominations and levels of gayness to appease with your messaging. Do you want to sell lattes to genderfluid, but alienate the Alpacas? You do NOT. You want everyone’s money! Get a spreadsheet of all the non-straight people out there and tick the boxes off one after the other. But remember to make it all seem like some throwaway thing you do because you really love the LGBTQ community, not just a marketing thing to increase awareness of your brand in the market. Put some heart into it! You just get one shot at this!