Quiet pride: are marketers moving towards genuine engagement?

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Quiet pride: are marketers moving towards genuine engagement?

Brands are scaling back their Pride month marketing efforts this year, potentially signaling a shift towards more authentic engagement with the LGBTQ+ community.

Why it matters: Major corporations, including Target, are significantly reducing their Pride promotions. This subdued approach follows last year's backlash and ongoing conservative pushback, causing marketers to rethink their strategies amidst a risk-averse climate.

The current landscape:

• Reduced orders: Greg Kerr, founder of Alchemy Merch, reports a dramatic decrease in corporate orders for Pride merchandise, dropping to about 10% of previous years.

• Quiet campaigns: Fewer marketers are discussing Pride with their agencies, making this year noticeably quieter, according to agency executives.

Between the lines: Melissa Chapman, CEO of Jungle Creations, observes that fears of boycotts and cancel culture have made brands more cautious, leading to a retreat from prominent Pride displays.

• Risk aversion: Tightened budgets and the upcoming election year, which typically see reduced ad spending, contribute to the quieter Pride season, noted Lyndsey Fox of Pereira O’Dell.

• Rainbow-washing criticism: Previous extravagant Pride efforts faced accusations of superficial support. This year’s pullback might validate those criticisms, says Aaron Hall from Siegel+Gale.

By the numbers:

• Decreased corporate orders: Greg Kerr noted a reduction to 10% of usual orders.

• Quieter campaigns: Agency feedback indicates a significant drop in Pride-related marketing discussions.

The big picture: There is hope that this subdued Pride season will lead to a more genuine and reflective approach from brands. Evan Carpenter of Mother believes this could mark the end of performative Pride campaigns.

• Opportunity for reset: Melissa Chapman sees this as a chance for brands to reassess and engage with the LGBTQ+ community authentically, aligning more closely with the true spirit of Pride.

The bottom line: This quieter Pride offers marketers a chance to move beyond performative gestures and foster deeper, more meaningful connections with the LGBTQ+ community. For brands, this could be a pivotal moment to redefine their support and celebration of Pride, ensuring it resonates authentically with all audiences.

Celebrity-endorsed prebiotic soda under fire

If you’ve been following the buzz around Poppi prebiotic sodas, promoted by celebrities like Kylie Jenner and J-Lo, you’ll want to pay attention to a new class action lawsuit alleging misleading marketing practices.

Why this matters: Poppi has made waves in the health beverage sector with claims of low sugar and gut health benefits. However, the lawsuit argues these benefits are negligible unless consumers drink four cans a day, which could lead to health risks due to high sugar content. This situation offers critical insights for DTC and e-commerce marketers.

What went wrong:

• Lawsuit overview: The lawsuit seeks $5 million in damages, claiming Poppi’s health claims are misleading and potentially harmful.

• Health risks highlighted: High inulin intake can cause inflammation and liver damage, raising concerns about the product’s safety.

Market reaction: Since its 2018 "Shark Tank" debut, Poppi has seen significant market success. However, this legal challenge underscores the importance of truthful health claims.

• Authenticity in marketing: Ensure all health-related claims are backed by strong evidence to avoid legal issues and maintain consumer trust.

• Managing risks: Be prepared for potential legal challenges and consumer skepticism, especially with health-related products.

Strategic takeaways:

1. Substantiate your claims: Always back up health benefits with robust scientific evidence to avoid legal repercussions and build consumer trust.

2. Transparent communication: Clearly convey your product’s benefits and limitations to prevent misleading consumers.

3. Regulatory compliance: Stay informed about advertising regulations to ensure your marketing practices are compliant and risk-free.

4. Educate your audience: Help consumers understand realistic expectations for your product to foster long-term loyalty and trust.

The Poppi lawsuit serves as a crucial reminder of the importance of balancing innovative marketing with factual accuracy. Here are actionable insights for marketers:

• Review your claims: Regularly audit your marketing messages to ensure they are accurate and evidence-based.

• Monitor legal trends: Keep an eye on legal developments in your industry to stay ahead of potential issues.

• Engage with consumers: Maintain open lines of communication with your audience to address concerns and build trust.

For executive marketers at health and wellness brands, the Poppi case highlights the need for authenticity and transparency. By learning from this situation, brands can avoid similar pitfalls and create more credible, trustworthy marketing strategies.

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