Somewhere Over the Rainbow: How Marketers Can Support Pride Month and Avoid Rainbow-Washing

By Julie Hall
June 15, 2022

More than ever brands and organizations are showcasing LGBTQ+ community support in June.  But consumers are increasingly aware of “rainbow washing” and question true, authentic support.

As is the June norm, almost all giant brands launch ad campaigns or are marketing Pride-themed products, clothing and food. But with consumers having a watchful eye towards the brands they buy and a contentious battle about LGBTQ+ legislation in a divided country, marketers are under incredible scrutiny to get it right. Pride marketing will need to go deeper than rainbow packaging to resonate with consumers.

Join Sentient Decision Science Founder and CEO Dr. Aaron Reid on June 30th at 1PM EST to look at Pride Month 2022 to learn:

  • How effective Pride 2022 advertising was at improving associations of inclusivity, support and love with their respective brands.
  • Which Pride campaigns were successful in increasing brand appeal while improving how we feel about the LGBTQ+ community.
  • What Pride ads leveraged narratives or creative approaches that demonstrated positive emotions among consumers.

Using Sentient Insights’ emotion intelligence platform, Dr. Aaron Reid will demonstrate how Sentient Decision Science’s technology pinpoints the emotionally-charged moments and how consumers are influenced after viewing Pride 2022 ads. This emotion AI is allowing creatives and researchers unprecedented understanding of how the subconscious changed from exposure to advertising. Register for the webinar.

Learn about the Sentient Insights Platform

Platform subscribers get predictive success metrics within the only testing platform that reveals how emotion changes the minds of respondents towards a brand.

  • Improve your creative performance with best practice reports
  • Live dashboard and performance diagnostic tools
  • Weekly advertising case studies within Subtext Scorecard
  • Meta-analyses for advanced understanding of engagement and influence
  • And much more!

Pride Report For Subscribers

Platinum and Enterprise subscribers to the Sentient Insights platform will get access to the 2022 Pride Ad Performance Report. This report will contain key findings, creative best practices as well as direct links to interactive ad results within the Subtext dashboard.

Sign Up for a Platform Demo

  • Share Insight
Emotion AI Ranks the Top 3 Super Bowl LVI Ads

Emotion AI Ranks the Top 3 Super Bowl LVI Ads

Humor, Gen X, Nostalgia, Celebrities, Crypto, Electric Vehicles, Diversity & Inclusion–see how these themes fit into the 2022 Game Day Ads.The highly anticipated Big Game is only a couple weeks away. Marketing teams nationwide are hypothesizing...

2023 Big Game Ad Analysis

2023 Big Game Ad Analysis

WEBINAR ANNOUNCEMENT Sentient measures emotion to understand ad effectiveness in the Big Game of advertising–uncovering their ability to engage and influence using behavioral science not opinions.WEBINAR SIGN UP Watch How Emotion AI Uncovers Ad...

Sentient Hires Mia Noble as Creative Services Specialist

Sentient Hires Mia Noble as Creative Services Specialist

Sentient Decision Science is proud to announce the hiring of Mia Noble as a Creative Services Specialist. Mia works collaboratively with the marketing team on web, print, video, and social assets. Mia previously worked as an Art Department Assistant...



For more information about Sentient Decision Science and our groundbreaking research please contact us.