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How queer went corporate: The 50-year evolution of LGBTQ+ marketing

By Taylor Telford

16 Jun 2023 · 6 min read

informed Summary

  1. Major corporations began targeting queer consumers after the 1969 Stonewall uprising and the first Pride march in 1970.

In late May, the North Face rolled out an ad campaign featuring drag queen and environmentalist Pattie Gonia. The outdoor equipment and clothing brand's Instagram ad showed the rainbow-clad queen frolicking in forests and meadows, inviting viewers to "come out in nature . . . with us!"

Although it was the second year that Pattie Gonia and the North Face had collaborated on Pride-theme advertising, the campaign led conservatives to call for a boycott of North Face products. Similar situations have played out repeatedly this year, with big corporations such as Anheuser-Busch InBev, Target and Kohl's facing ire over marketing and merchandising efforts that include queer people.

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