PPAI Magazine March 2023

Must Read | Promotional Products Work Sophon Nawit / Shutterstock.com Prepping For Pride Bring out the promotional products to celebrate all things LGBTQ. by Audrey Sellers THE SUN ISN’T THE ONLY THING COMING OUT in June. For decades, the month has been commemorated as LGBTQ Pride Month. It’s a time to celebrate lesbian, gay, bisexual, transgender and queer individuals, complete with inspiring events, lively festivals and rainbow-hued fêtes of all kinds. Pride Month is also a time to take a stand against discrimination and violence against members of these communities. In the workplace, nearly 1 in 10 LGBTQ individuals say they have experienced discrimination, according to research from the Williams Institute at the UCLA School of Law. The study also found that nearly half (46%) of LGBTQ workers say they received unfair treatment based on their sexual orientation or gender identity, from being harassed to being fired. The LGBTQ community is the fastest-growing minority segment in the United States, according to the U.S. Census Bureau. This community is incredibly diverse, hailing from many different racial, cultural and socioeconomic backgrounds. These individuals also span all different ages, with 1 in 5 members of Generation Z identifying as LGBTQ, according to a Gallup poll. As of 2022, an estimated 7.1% of the U.S. population classifies as LGBTQ, which is up from 5.6% in 2020. Promotional products can help brands show that they champion diversity and inclusion and commit to being part of the movement – not just the month. From Pride Night events in many major professional sports leagues to partnering with LGBTQ organizations for special products or packaging, there are many ways to show support for LGBTQ individuals. Doing so can even boost your bottom line. Businesses that actively support LGBTQ rights are seen in a more positive light by both employees and consumers. A study by Edelman and GLAAD finds that 51% of U.S. employees say they prefer working for an LGBTQ-friendly company. And when it comes to where they’re spending their money, 64% of non-LGBTQ consumers and 71% of LGBTQ consumers say they are more likely to buy from brands that feature LGBTQ individuals in their ads. Read on to learn more about the expansive and growing LGBTQ market, along with some ideas for Pride-themed promotional campaigns. 50 • MARCH 2023 • PPAI