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The wholesale store joins other brands that have launched campaigns for Pride month.
These types of brand proposals win the hearts of their consumers who are looking for firms that have inclusion values.
Brands’ LGBTQ+ Pride month marketing and advertising campaigns come to the fore in June to further win over their consumers. Take Sam’s Club, which earned a Twitter kudos from a consumer for its creativity in selling colorful pride donuts.
There is a lot of data that currently exists that shows that today consumers are more supportive of brands that have between its corporate values the inclusion and non-discrimination of people. According to data from Facebook, five out of 10 consumers change their perspective on a brand when it speaks openly about diversity.
For its part, a second data from a Google study detailed that 64 percent of people took action after seeing a brand that they felt was inclusive or supportive of diversity.
Sam’s Club Colorful Donuts for Pride Month
A Sam’s Club consumer celebrated the retailer’s initiative by joining to Pride month with their colorful LGBTTTIQ+ flag-themed donuts.
Through a publication on the social network Twitter, the consumer who identifies himself on the digital platform with the user @martinfloresa, shared the image of the package of donuts that they sell in the wholesale store where you can see the decoration with the colors of the flag that are those of the rainbowyes
@SamsClubMexico actually stood up and said GAY RIGHTS. pic.twitter.com/YoQ08wlYKz
– Before Martin (@martinfloresa) June 16, 2022
Although it seems like a very simple detail, this type of brand proposal wins the hearts of its consumers, who like this client then share it on social networks showing themselves to the digital pulse.
The “inclusive marketing”, is a very new concept but is defined as campaigns that embrace diversity by including people from different backgrounds or stories that unique audiences can relate to. While some inclusive campaigns strive to break stereotypes, others simply aim to reflect or embrace people in the real world.
Given this definition and the data mentioned in previous paragraphs, many brands carry out this type of strategy and not only in the month of June. Data of Popular Information revealed that 25 large corporations modified their logo with a rainbow and sponsored Pride parades during the month of June.
As an example of these initiatives we not only have Sam’s Club, it is also Walmart that won over consumers with its cakes to celebrate Pride month and another that used its bakery products to join the celebration of the date was Bodega Aurrerá with its rolls decorated with the Pride flag.
While brands and networks, such as TikTok, fully join in by holding seminars and talks where they talk about the problems experienced by the LGBTTTIQ+ community, to make people aware not to discriminate. There are also companies like Mercado Libre or FIFA that added awareness campaigns to their social networks for that month.
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