We’re proud to share that our new cultural report, “Mind Your Business,” was featured on Campaign. We made it with our friends at Vacation, and it digs into what real support for LGBTQ+ communities looks like. And where brands are still falling short.
Pride month brings out a lot of rainbows. Some are heartfelt. Others feel like marketing moves. We wanted to hear directly from queer people about how all of that actually lands. So we opened up our chat environment and invited folks to share whatever they wanted - on their terms, in their words.
What came back wasn’t polished soundbites. It was real. Honest. Sometimes heartbreaking. Participants told us how tired they are of being treated like a box to check. How performative Pride campaigns often feel. And how rare it is to feel genuinely seen by a brand.
But they also talked about what does feel meaningful—when brands show up consistently, not just in June. When queer creatives are part of the team, not just the face of the ad. When support goes beyond a campaign and into real life.
Thanks to Campaign for covering it. You can read their write-up here.
For anyone shaping how brands show up, this report offers:
The emotional and strategic cost of disappearing
What queer consumers actually expect from brands in 2025
Where “inclusive” language falls flat—and what resonates instead
Why brands that only show up in June are losing relevance
We’re offering workshops and briefings to help teams put these insights into action. Drop us a line if you're interested.