Navigating Controversy | ANA

Navigating Controversy

Despite Pride Month backlash, many brands continue aligning their messages with the LGBTQ+ community

While the backlash to brands aligning their messaging and merchandise with Pride Month has quelled, marketers continue to weigh the risks of taking a stand on hot-button issues. It seems an increasingly difficult needle to thread for marketers, who must grapple with a polarized society and the spread of misinformation on social media. Before they take a stand, brands need to take the temperature of both the mainstream and potential opposition and be prepared to stick to their messaging.