Diversity is a commitment, not a marketing opportunity

June’s Pride Month and similar initiatives focusing on diversity, equity, and inclusion (DEI) are now a regular part of many brands’ marketing strategies. During this time, when the LGBT+ community and its rights are celebrated and supported, brands have the opportunity to demonstrate their engagement in social responsibility. But what real impact does marketing involvement in these topics have on the public’s perception of a brand? And how should these issues be approached so that it’s not just a marketing gimmick but a genuine value for the brand?

DEI-focused initiatives can, of course, have a positive impact on brand perception. However, as with all aspects of brand communication, credibility is key. Simply choosing a topic, such as diversity, and associating with it is not enough. If a brand does not have these values embedded in its foundations, it will remain just a communication theme without substance. That is why it is better to focus on sustainable branding – revisiting the brand’s foundations and building it over the long term, with sustainability and equality deeply rooted in its DNA.

Interestingly, some brands have recently scaled back their public support of Pride parades or similar initiatives. There can be several reasons for this, often related to how the company has approached DEI over the long term. One of the key factors is authenticity. If a brand joins such an initiative but this is its only visible activity in the area, it can be perceived as a “show off” and pose a reputational risk. The public today is much more sensitive to whether a company truly addresses DEI internally or is simply trying to ride the wave to reach new target groups. Another factor may be the political context. In some countries, LGBTQ+ topics have become part of political debates, prompting brands to choose a less visible but more personal approach instead. These activities often have greater longevity, deeper impact, and tend to be better received. Topics like DEI or support for LGBTQ+ communities have certainly not disappeared – companies are rather looking for more authentic, strategic, and sustainable ways to engage with them. 

When it comes to the question of whether such activities are more of an internal HR matter or a marketing tool, I would say they are more about the overall brand image. HR, internal communications, or marketing campaigns are then just the tools. Again, it comes back to credible brand attributes and sustainable honesty. If a brand has credible and authentic values, it can then leverage them effectively with its employees, potential job candidates, and customers.

When it comes to advertising and marketing that present diversity and inclusion, the answer is that communicating these topics can be successful if it is done long-term, authentically, and ideally also consistently. Traditional target groups remain somewhat reserved toward DEI topics, especially in the Czech Republic, which may appear outwardly tolerant but is, in essence, rather conservative. Here, various diversity and inclusion issues are often exploited by politicians to stir up volatile public sentiment. Such communication can have a counterproductive effect if a brand begins using DEI topics without context, without concrete examples of its commitment, or if it pushes them too forcefully.

This article was originally published in Marketing & Media 30/2025.