In honor of Pride, many small businesses stock their shelves with striped merchandise in the month of June. Others retailers show alliance through their storefront window displays. Pride themed products, LGBT-themed ads, and donations to non-profits that support the community include efforts by corporate America to join the parade.
The summer month was designated to commemorate the Stonewall Riots of Manhattan, which erupted on June 28th, 1969. Individuals and organizations continue to encourage activism, awareness, equality, love, acceptance, diversity and peace in a variety of ways. Pride themed festivals take place every year throughout the country. These events create an in-demand market for Pride inspired goods. Marketing tactics designed to increase profit margins gained steam in recent years.
The rainbow flag, a symbol to many in the LGBT community of social movement, made its first debut in 1978. Designed by openly gay activist Gilbert Baker, various versions of the flag as well as rainbow products prove to be growing cash cows for most businesses.
While neighboring retailers in Healdsburg and Santa Rosa painted their towns in rainbow, Ukiah’s local storefronts opted for seasonal motifs this past month.
A multi-colored umbrella faces South School Street hinting to the annual month-long observance of LGBT (lesbian, gay, bisexual and transgender) history. When asked about the color wheel umbrella in the window, Marie Behnke, an employee of The Mendocino Book Company, explained. “It is a combo. The umbrella supports pride and it’s also for summer.” The store denotes patriotic themes as well.
Local florist Wil Gonzalez, takes no offense with the lackluster marketing towards Pride in downtown Ukiah. A local resident for 27-years, he feels “great community support.”
“I am very comfortable in my own skin,” says Gonzalez, owner of W/E Flowers. The Mendocino Pride Alliance group member explains his theory as to why Ukiah local businesses may be focused on other motifs.
Ukiah’s Pride celebration already took place.
Summer kicks off with many holidays and celebrations that compete with pride month – Willits’ Frontier Days, Father’s Day, Sundays in the Park, and graduations, among other events. People begin to travel.
Weather additionally influenced the committee’s decision to hold the annual Pride celebration in late spring. Ukiah temperatures often exceed 100 degrees in June affecting participation and crowd turnout.
Corporal Cin and Terri B, Pride Radio Mendocino Broadcast, KZYX, prefer Ukiah’s local Pride celebration to the larger City productions. Why? The women feel small town parades and marches are more reflective of the grass roots movement that started Pride. To them, San Francisco’s celebration feels more corporate these days. The last Pride item Terri B purchased was from a non-profit vendor following Ukiah’s march held at Alex Thomas Plaza.
A few local stores stock Pride items, some year around. Other shop owners offer an explanation as to the current lack of inventory in Mendocino County.
Incognito carries merchandise suitable for celebrations including umbrellas, wings and tie-dyed merchandise. The costume store saw a slight spike in sales with last minute shoppers on June 28.
Safeway saw an increase in the company’s output of ‘colorful cakes.’
The past three years, W/E Flowers sold some rainbow items in their gift section, but the demand was minimal. Gonzalez reports he did not see a huge increase in sales for Pride themed floral arrangement orders this past month either.
Moris’ Pool Spa Patio Showroom window display features unicorn and rainbow pool floats. However, the combination was not created for or intended for Pride. Rainbow windsocks are also sold at the store.
The local retail consensus – many shoppers have turned to online merchants or more densely populated cities that actively cater towards Pride celebration needs. The local demand just isn’t here.
With rainbow retail season wrapping up, debate continues whether politics and merchandising mix. While Ukiah seems to have remained neutral on marketing directly to the “pink dollar” based on past profit margins, larger corporations and online distributors raked in some green.
According to NGLCC, the National LGBT Chamber of Commerce, the United States’ LGBTQ community accounts for nearly $917 billion dollars annually to businesses. Pride month is extremely profitable. Customer loyalty for future purchases may factor into some current marketing gimmicks aimed at the minority group.
According to LGBTQ research firm Community Marketing & Insights, 78 percent of people surveyed said they tend to support companies that market and support the LGBTQ community. But, many don’t ask what, if any, revenue goes towards the cause.
A local member of the LGBT community states, “Profits never really go towards the (LGBT) community. They go towards people supporting the community.”
A handful of large corporations give back a portion of the profits derived from Pride collections including Converse and Disney.
Gaining in popularity – showing solidarity.
Many major corporations change their social media icons and logos to rainbow-colored patterns annually. Amongst the supporters in 2019 include CBS, Axion, LUCASFILM LTD, Facebook, and Yelp, among others. Terri B comments, “ I don’t mind when corporations change their logos to celebrate Pride. But, I prefer that they celebrate diversity all the time and not just in June.”
Community members in Mendocino raised additional concern over company climate towards LGBT employees the remaining 11 months. The hope – large corporations engage in anti-discrimination employment practices and benefits for same-sex partners as a matter of practice.
Local worker Kim Kilpela agrees this isn’t just an issue large and small business should embrace once a year. “I just hope their marketing strategies match their internal policies. Justice and profit margins aren’t necessarily mutually exclusive- you have to put your money where your mouth is,” she adds. Kilpela notes an observable increase this past year towards “queer advertising” seen more than ever before.
While the struggle for LGBT equality continues, popularity in Pride related apparel and marketing strategies aimed towards supporters continues to trend, bringing awareness to the cause and promoting more tolerant viewpoints. LGBT presence in mainstream marketing gives the impression to folks coming out that “you are not alone,” but authenticity in branding remains questionable. Corporate America joining the Pride movement is appreciated, but remains complicated absent transparent and cumulative data.
