Feel like you’re not seeing as many Pride Month symbol rainbows in stores or advertising this June? (And, let’s be honest, as women in print we’re generally on the lookout for marketing trends way more than most people when strolling the aisles of a grocery or convenience store.) It turns out that it’s not just your imagination.

According to Marketing Dive, Pride Month promotions are “noticeably subdued” in 2024 compared to 2023. Ad Age attributes this to last year’s backlash against big brands, namely Target and Bud Light, along with shareholder activism demanding certain brands (i.e., Levi’s, Dell and others) take a less vocal approach to Pride Month.

Charges of “rainbow washing” against companies are also on the rise. Similar to deceptive “greenwashing” practices in sustainability, rainbow washing refers to superficial marketing campaigns that use the LGBTQ+ symbol without substantially supporting the values of equity, diversity, and inclusion it represents.

Yet, even while American businesses grapple with whether LGBTQ+ allyship should be a commercial or social proposition (or combo thereof), the printing industry is still called upon to create effective, innovative, and authentic Pride-related marketing and promotions.

Curious about the current trends in cause-related marketing, and Pride marketing, specifically, we turned to expert design strategist and woman in print Vicki Strull to shed light on how brands can get right – and which ones she thinks succeeded in 2024.

“Absolut and Skittles are two brands that participate in Pride every year in thoughtful, innovative ways. Pride is not an afterthought for these brands. They don’t slap a rainbow on their logo and call it a day, ” says Vicki. “In a year when brand-ally activity has been remarkably quiet, it’s encouraging to see these two major brands continue supporting the LGBTQ community.”

What specific lessons can women in print designers, marketers and manufacturers (and consumers) learn from Absolut and Skittles this June? Check out Vicki’s LinkedIn post for answers and insights.