Intersectional Pride Month Marketing

Our identities intersect. Can marketing tactics ever address them respectfully and ethically?

Everyone has an identity—that’s a given. But sometimes, we have many. Race, ethnicity, gender, sexuality, ability, socioeconomic status; these are a few of the multitude of identities that shape how we view and interact with the world around us. And when these multiple identities overlap, they create unique experiences that vary from person to person.

We’ve already discussed year-round allyship and how every person—lesbian, gay, trans, non-binary, allies, and everyone in between—has varying opinions about Pride Month marketing and rainbow products. Now, we want to highlight the relationship between marketing and intersectionality—the notion that our unique, individual experiences of discrimination and oppression shape our livelihoods, mindsets, and worldviews. Intersectionality encompasses a wide range of factors, including race, ethnicity, gender, sexual orientation, physical ability, socioeconomic status, and education. 

Here’s the big question: how can we, as marketers, ethically address intersectionality in our Pride Month campaigning? Let’s dive in.

What is Intersectionality?

Intersectionality was coined by law professor, social theorist, and activist Kimberlé Crenshaw in her famous 1989 essay, which debunked the long-held belief that race and gender were mutually exclusive categories of experience and analysis. 

In her essay, Crenshaw coined the term “intersectionality” to describe erasure, violence, and bias against Black women, especially in feminist theory, politics, and practice.

This confluence of two states of identity—being Black and being a woman—falls under two marginal and oppressed communities, resulting in an experience that will widely differ from, say, a white woman’s.

Crenshaw’s framework is widely used now in global conversations about racial justice, policing, LGBTQIA+ liberation, and identity politics. 

As The Center for Intersectional Justice aptly puts it, “intersectionality is about fighting discrimination within discrimination, tackling inequalities within inequalities, and protecting minorities within minorities.”

What Does Intersectional Pride Marketing Look Like?

Converse continues to showcase its allyship with the launch of its 10th annual Pride Collection campaign, “Proud to Be.” The campaign features a vibrant range of shoes designed by Converse’s LGBTQ+ employees and allies. The shoes themselves feature trendy Western details, joyful pops of color, and a customizable sneaker option with numerous ways to create your own unique pair.

The active involvement of LGBTQ+ employees and allies in the design process lends authenticity and personal significance to the collection. By tapping into the creativity and experiences of individuals within the community, Converse ensures that its designs authentically reflect a diverse range of LGBTQ+ identities.  

The incorporation of Pride design elements, including nods to the transgender flag and vibrant colors, celebrates diversity and inclusivity. This allows customers to express their pride and identity through their footwear, fostering a sense of empowerment and belonging.  

Beyond the designs of its shoes, Converse has pledged and donated nearly $3.4 million to local, national, and international organizations since the launch of its first Pride collection in 2015. This demonstrates the brand’s ongoing commitment to supporting the LGBTQ+ community and solidifies its place as a leader in intersectional Pride marketing efforts.  

What Does Intersectional Pride Marketing Not Look Like?

Target was a beacon of intersectional queer allyship until they made the controversial decision to remove or relocate their Pride collection because of threats from violent extremists. Many have questioned Target’s decision to bend to anti-LGBTQIA+ pressure, rather than increasing measures that protect their employees and products. It’s an important lesson in how even a superbly crafted campaign can falter when you cave to extremist pressure. 

What is the Story Behind the Intersectional Pride Flag?

In 2018, non-binary artist Daniel Quasar created the Progress Pride Flag, which features black and brown stripes added to the traditional 6-color design. These additions highlight the often overlooked BIPOC (Black, Indigenous, and People of Color) queer community that ignited the entire Pride movement with the Stonewall Riots in 1969.

The pink and light blue of the transgender flag are also included, uniting with the black and brown stripes to form a triangle, suggesting a forward-moving arrow. This brings intersectionality into the Pride conversation and is a strong reminder that there are plenty of identities beyond white, cisgender English-speakers who fall under the L, the G, and the B (a group historically at the forefront of conversations about gay rights in America—and the focus of marketing efforts).

6 Ways to Celebrate Intersectional Pride in Your Campaigns

Maybe your brand isn’t a multibillion-dollar conglomerate. However, you can still create a campaign that resonates with, benefits, and supports intersectional, LGBTQIA+ identifying individuals, and gives back to the community at large. 

Here are some ways to start.

1. Remember why we celebrate Pride and recognize who led the original movement.

To understand Pride Month is to recognize once again why we celebrate it, and to appreciate just who championed the progress we’ve made today. 

The rights the LGBTQIA+ community earned began with the uprisings of the 1950s, 1960s, early 1970s, and beyond—led by Black and BIPOC (Brown and Indigenous People of Color) individuals, all of whom possess intersectional identities. 

Here’s where that intersectionality really came to play: While already marginalized because of their racial identities, the leaders of LGBTQIA+ liberation were further discriminated against—even in their communities—because of their identities as trans, non-heterosexual, or non-cisgender.

2. Recognize and acknowledge differences.

As comedians Meg Stalter and Eric Sedeño put it, Pride marketing can be outright cringy. 

When you create one target audience for Pride, you run the risk of assuming that all LGBTQIA+ people fit into the same persona box—and you’re betting on the hope that they’ll be receptive to your vague marketing efforts and performative outreach. By that point, you’ve missed the point entirely. 

While you may worry that it will be perceived as rude to acknowledge a specific experience or (tastefully) call out differences, it’s not. It’s okay to understand that everyone experiences life differently based on their intersecting identities. 

You and your campaigns will benefit from it.

3. Understand the differences and between sex, gender and sexual orientation.

These terms are important. We hear sex, gender, and sexual orientation all the time, but how can we understand the difference?

Sex

The sex referred to by this definition has to do with what you’re assigned at birth. It’s based on the medical gaze and body mapping: genitals, chromosomes, and hormones. When we’re born, a doctor assigns one of two labels: female or male. If this anatomy doesn’t align with female or male, doctors may assign intersex, the “I” of the LGBTQIA+ acronym. 

While even referring sex to biological standards can veer into problematic nature, it’s best to refer to sex as “assigned [female/male] at birth.”

Gender

Gender refers to a social construct—the rules, expectations, and standards of behavior established for people assigned female or male at birth.

Gender also encompasses gender roles, which are the thoughts, actions, and character traits associated with the sex we’re medically assigned.

Most importantly, gender identity is how we feel internally and express these feelings externally. This is where the gender binary, the idea that there are only two genders, becomes fully debunked. People whose assigned sex at birth is intersex may not be defined as female or male, but this classification isn’t rigid.

Currently, multiple genders—and more—exist, including non-binary, gender fluidity, genderqueer, and agender, among others.  

Consider that your audience may identify as neither male nor female. Our own experiences are not the definitive framework or baseline for others. They’re ours for a reason, and not one person was meant to experience life the same way you were. 

Once you understand that gender exists beyond a binary, and that our bodies do not define our genders, you can rid yourself of the notion that sex, which was not chosen by us, is not definitive of our identities.

Sexual Orientation

Sexual orientation refers to, simply, who you’re attracted to—sexually and romantically. 

Sexual orientation is not contingent on your gender identity. You can be trans and heterosexual, non-binary and bisexual, cisgender and gay or lesbian. But these are just a few of many possible examples. 

Once you’ve brushed up on these basics and can clearly understand the difference between sex, gender, and sexual orientation, you can begin to do even more work.

4. Assess the space you’re in and how you exist in it.

Privilege still exists within the LGBTQIA+ community. When you advocate or attend rallies, parades, and forums, observe who is present and who is absent, and ask yourself what you think this signifies. 

Some 40% of LGBTQIA+ U.S. adults are people of color, while more and more of the burgeoning Gen-Z population—48% of whom are from communities of color—identify as LGBTQ+.

One should also always consider representation for people with disabilities, which comprises nearly one-third of the LGBTQIA+ community.

Diversity is what drives change. As differing cultural experiences, worldviews, and identities intersect to shape our lives, diverse representation is imperative. 

How do you exist in these spaces? How do you assert your privilege, uplift others, or do your part? These are all things to think about, especially from a marketing perspective.

5. Seek viewpoints outside of your own and get uncomfortable.

The only way to learn is to be uncomfortable, and there’s a lot to learn—and even more to discover—about our history marginalizing LGBTQIA+ people, especially those with intersectional identities. 

But once you do the work, acknowledge the past and assess your own preconceived notions and unconscious biases, you and your brand can be all the better for it. 

That keyword—acknowledgment—is a major step forward. We can always be better. 

Explore this list of valuable resources on intersectionality.

6. Speak up, show up, and make your voice heard.

Making a difference and sparking change starts with every one of us. 

Once we’ve done the work, addressed how intersectionality impacts—or benefits—us, and made our presence known, our opinions heard, and offered our support, we can create an accepting, inclusive culture. This applies to our lives, our workplaces, and the creations we make to connect with the LGBTQIA+ community.

If your Pride Month campaign isn’t intersectional, it’s not a true Pride Month campaign.

It’s easy to misstep and not do things perfectly. You should rely on a marketing agency with proven experience in creating inclusive work for intersectional audiences. Contact us today to get started.

FAQs on Intersectional Pride Marketing

What does intersectionality mean in the context of Pride Month marketing?

It’s about recognizing that LGBTQIA+ individuals have overlapping identities (e.g., race, gender, ability) that shape their experiences. Marketing must honor and reflect these layers to be genuinely inclusive.  

Why is intersectional marketing important?

It ensures campaigns represent all facets of the LGBTQIA+ community, avoid tokenism, and promote genuine allyship. It acknowledges marginalized voices that have historically been excluded.  

How can brands authentically represent intersectionality in their Pride campaigns?

Collaborate with diverse creators, support intersectional LGBTQIA+ initiatives, and prioritize diversity within your internal teams. Allyship is most meaningful when driven by action, not just aesthetics.  

What does it mean if someone is intersectional?

Intersectionality refers to the way different aspects of a person’s identity, such as race, sexuality, socioeconomic status, or other characteristics, intersect to create unique experiences and challenges.  

What is a good example of intersectionality?

An example is the Stonewall Riots of 1969, which were led by Black and Latina transgender women and drag queens. Their identities intersected at multiple points of marginalization, highlighting the critical role of diversity in the LGBTQIA+ rights movement.