June Is LGBTQ Pride Month: Who’s Going to a Parade?

June is LGBTQ Pride Month — a time to celebrate all things LGBTQ, acknowledge the wins in the struggle for equality, and come together as a force for change. 2019 marks the 50th anniversary of the Stonewall Riots which took place in New York City in June of 1969. Stonewall was a catalyst for what we know today as the LGBTQ civil rights movement. Pride celebrations are happening across America and around the world including the month-long  WorldPride/Stonewall 50 events in New York City. AYTM surveyed 1,000 consumers who will be supporting LGBTQ Pride this month to find out how they will be celebrating, who they are celebrating with, and their thoughts on companies that support Pride.

Out & Proud

Pride Month started out as a political demonstration to win civil rights for the LGBTQ community and today has evolved to be both a social movement and a celebration of queer life and culture. A diverse array of events take place throughout the month. Among the Pride supporters we surveyed, 37% will be attending Pride Month events this year. This number jumps up to 49% for respondents who identify as LGBTQ. 23% of respondents will be traveling to another city to attend Pride festivities. Popular cities include Los Angeles, New York, Atlanta, and Philadelphia.

Social media is the main place to find out about events according to 84% of consumers looking to attend. Other places to find event information include: friends (69%), search engines (34%), family (29%), TV (27%), newspapers/magazines (26%), co-workers (21%), and radio (19%).

Most event attendees aren’t headed out alone. 67% will be going to Pride events with friends, 35% with their husband/wife/partner, 18% will be with their children, 14% going solo, 13% will be with their sister or brother, 11% with co-workers, 8% with extended family, and 4% are going with their parents. Those attending Pride events without the support of their parents can take advantage of free parental hugs given by volunteers from organizations such as Free Mom Hugs and individuals like Scott Dittman who went viral recently for giving 700+ free Dad hugs at the Pittsburgh Pride parade.

We Love a Parade

When it comes to the types of Pride Month events our respondents plan to attend, parades top the list:

  • 69% – Parade
  • 54% – Outdoor festival
  • 49% – Street fair
  • 29% – Drag show
  • 23% – Art show
  • 22% – Concert
  • 16% – Fashion show
  • 16% – Comedy show
  • 14% – Film festival
  • 10% – Lecture
  • 9% – 5K/10K race
  • 7% – Conference
  • 5% – Other

Among the parade goers, 62% will be attending as spectators, 26% will be spectating in a fabulous pride-themed costume, 10% will be marching with a group, and 2% will be riding on a float. Men were more likely to be attending as spectators and women were more likely to be spectating in pride-themed outfits. 34% of those celebrating Pride month have bought pride-themed clothing in the past six months. Among those buyers, 65% bought their gear online vs. 32% who purchased in a store.

The Pot of Gold (at the end of the rainbow)

You might have noticed the rainbows that have appeared across the social media sky since June 1st. During Pride Month many companies rainbow their logo in support of the LGBTQ community. These rainbow logos symbolize the company’s allyship with their LGBTQ customers and employees.

We asked Pride Month supporters how they felt about companies who create marketing campaigns specifically for LGBTQ Pride Month. Here is what they had to say:

  • 54% – I am happy to see companies support the LGBTQ community
  • 33% – Companies should have inclusive marketing campaigns all year long, not just for one month
  • 9% – I don’t think companies should commercialize Pride Month for their own profits
  • 5% – No opinion

When asked what companies come to mind as supporters of LGBTQ rights, Target got the most mentions along with Apple, Google, and Starbucks. Among the Pride Month supporters surveyed, 74% said they would be “much more likely” or “more likely” to support a business that supports LGBTQ Pride Month with special merchandise and ads.

When it comes to the likelihood of not spending money at businesses that do not support LGBTQ rights, our respondents said:

  • 34% – Much more likely
  • 24% – More likely
  • 30% – Neither likely nor unlikely
  • 7% – More unlikely
  • 5% – Much more unlikely

The Takeaways

LGBTQ Pride Month is celebrated by hundreds of thousands of people across the globe. With this year being the 50th anniversary of the historic Stonewall Riots, attendance at Pride events should be the highest ever. Among the Pride supporters we surveyed, parades were the go-to event with most going as spectators accompanied by their friends. The majority of our respondents were more likely to support businesses that actively support LGBTQ Pride Month and to stop supporting those businesses that are against LGBTQ rights. Our respondents were not overly concerned with rainbow washing and were happy to see corporate support for LGBTQ equality. If you don’t have plans yet, there is still time to head to NYC for the largest Pride celebration in the world taking place on Sunday, June 30th.

Allie Smith is the former Director of Charts for eMarketer with over 15 years of experience in the world of market research. Her love for charts and graphs is only outweighed by her love for her whippets. She spends her free time watching Law & Order reruns while knitting cute hats for dogs.