Pride, Platforms & Purpose

Laurence Plevin

2 June 2025

Pride Month always makes me pause. It’s a moment to reflect on how far we’ve come, and how far there still is to go. I’ve felt both proud and disconnected at times when I see how queerness is represented in our industry. There’s power in visibility, but it doesn’t always come with understanding – or intention.

As marketers, we operate at the intersection of experience and belief, crafting narratives that inspire, persuade, and connect.

The commercialisation of identity is complex. Pride, like many cultural moments, walks a tightrope between visibility and tokenism. Yet, there’s no denying the impact that brand platforms can have. A quick glance at Google Trends over the past five years shows how Pride Month spikes awareness and opens up conversations that often go unspoken.

Visibility matters, but only when it’s backed by substance.

At Propellernet, we’re passionate about helping brands connect with people authentically. That means challenging our clients, and ourselves, to move beyond surface-level visibility. Here’s how:

  1. Start with values, not visuals

Ask: Does this campaign reflect our internal culture? Do we support LGBTQIA+ people year-round? If not, we need to start there.

  1. Elevate real voices

Involve LGBTQIA+ creatives, storytellers, and communities, both behind and in front of the camera.

  1. Make space for nuance

Avoid stereotypes or over-simplification. The LGBTQIA+ community is not a monolith, and our work should reflect that complexity.

  1. Invest in impact

Support LGBTQIA+ charities, grassroots programmes, or employees – not just through donations, but through time, platforms, and partnerships.

  1. Keep it going beyond June

True allyship is ongoing. Celebrate LGBTQIA+ moments throughout the year. Push for representation in every brief, not just the seasonal ones.

Advertising shapes culture. What we choose to spotlight, and how we do it, affects belonging, representation, and progress. Pride Month isn’t just a marketing opportunity. It’s a chance to affirm values, shift perspectives, and uplift voices that deserve to be heard.

Let’s use our creativity, platforms, and influence responsibly, not just for Pride, but for people. 

You don’t need a big platform to make a difference. Pride has always been powered by people, through grassroots organising, local support, and everyday acts of solidarity.

Check out charities and upcoming events in Brighton and beyond below.

🏳️‍⚧️Trans Pride Brighton – Sat 20 July
 → Europe’s first and biggest Trans Pride
 transpridebrighton.org

🌈Brighton Pride Festival & Parade – 2–4 August
 → Music, protest, and celebration in the city
 brighton-pride.org

Local Charities

National Charities

  • Stonewall – UK-wide LGBTQIA+ advocacy
  • Mermaids – Support for trans youth and families
    AKT – Helping LGBTQIA+ young people facing homelessness