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Pride Month & How To Help Brands Drive Change


Pride Month celebrates LGBTQIA+ culture and rights, yet brands supporting face a barrage of hateful comments online. Respondology's technology swiftly removes toxic comments, empowering brands to stand with the community without fear of backlash.

Pride Month is a month dedicated to the uplifting and celebration of LGBTQIA+ culture and the support of LGBTQIA+ rights. This celebration began after the landmark Stonewall liberation riots in 1969 and has grown into a worldwide movement celebrating the LGBTQIA+ community. People from all walks of life come together for Pride parades and celebrations in cities around the globe, united by the hope that inclusion, equality, and love will one day be commonplace everywhere.

But it isn’t only the LGBTQIA+ community and allies that celebrate Pride throughout June — consumer brands spanning sectors from clothing to beer to sports teams spend millions of dollars showing their support through dedicated programs, including social media marketing.

Unfortunately, these programs are impeded by the hateful, discriminatory backlash brands face on social media when they support the LGBTQIA+ community. Significant examples include Nike, Target, Coke, and Bud Light, all of whom have a history of being subjected to relentless hate in their comment sections after releasing content that allies with the LGBTQIA+ community, with Bud Light even having to turn off replies and comments due to the sheer magnitude of the hatred flooding their accounts.

A recent statement from Surgeon General Vivek Murthy regarding social media gave particular attention to the impact these platforms have on the mental health of LGBTQIA+ youth. The report’s findings highlight the potential risks and challenges young people in the LGBTQIA+ community face when engaging with social media and specifically emphasize the need to mitigate the adverse effects and promote a healthier online environment.

In June 2022, across Respondology’s platform, we estimated that 1 in every 4 comments on posts supporting Pride were homophobic or transphobic. Imagine visiting the comment section of your favorite sports team and encountering a staggering 25% of comments filled with pure hate directed squarely at you.

A 2022 GLAAD study shows that 52% of Americans expect business leaders to lead conversations and policy debates concerning LGBTQ rights. Even beyond this data, though, people in power have a moral imperative to use their influence and wealth to help. Yet how can leaders of influential brands create change when their support for a cause ignites a firestorm around their company and causes further harm to the very group they seek to support?

Here is where modern technology can make a difference.

Respondology, and companies like BrandBaston, Crisp Thinking, and Arwen, provide technology that removes hateful and abusive social media comments in less than a second, ensuring the public never sees them. Thanks to this technology, brands like Bud Light and countless others would be empowered to step forward and wholeheartedly support critical causes without facing backlash undermining their efforts.

Moreover, in Respondology’s ongoing commitment to this cause, we introduced the “Pride Without Hate” initiative. This program extends our solution free of charge to any non-profit brand, regardless of size, aiming to eliminate hate on their social media platforms. Contact us to learn more about this initiative.

Happy Pride Month,

Erik Swain
CEO & Co-Founder, Respondology

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