Navigating LGBTQ+ Support In 2025 Brand Plans [Forbes]
Lowe's Companies, Inc. (LOW)
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Source: Forbes
The history of LGBTQ+ brand support/allyship has been a roller coaster. Historically it had been considered risky for brands to express support for the community and whatever support there was, typically was relegated only to Pride month in June. Gradually, over the last two decades, the pendulum swung in the other direction, to the point it was considered risky for brands not to support the community for fear of being called out in social media. In 2023, the pendulum took a significant shift back, as a reaction to some inclusive marketer tactics: - Bud Light engaged transgender model Dylan Malvaney as an influencer, as did Nike. - Hershey engaged Fae Johnstone, a 27-year-old trans woman, as one of five women featured on limited-edition chocolate bars as part of their International Women's Day celebration. - The North Face featured the model Pattie Gonia, a drag artist and activist, in a video running through the woods wearing a North Face rainbow mini-dress with matching rainb
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