LGBTQ+ history month has been celebrated and honoured in some parts of the world since 1994. The month-long celebration is focused on remembering the history of gay rights as well as civil rights movements.
Businesses and brands are often keen to take part in these celebrations. Arguably, businesses do have a duty to stand up and support different communities and minorities, but it’s important to approach this the right way. There are lots of ways for a business to show they are an ally. For instance, you should have a anti-discriminatory recruitment policy embedded into the culture of your business. You could also highlight your support through the design and creation of your products. Packaging presents a unique opportunity here.
To explore this, let’s take a look at some top brands that have demonstrated their support to the LGBTQ+ community through their product design over the years.
Taste The Rainbow
It’s impossible to think about the sweet brand skittles without conjuring a picture of a bright and colourful rainbow. This is a key part of both their marketing and brand identity. In 2020, the brand decided to show their support to the LGBTQ+ community through their packaging.
In an ingenious promotional campaign strategy, the company created unique packaging, removing all the colours and leaving behind a grey, dull presentation. This was clever for two reasons. First it highlighted the message they wanted to convey:
“For pride, only one rainbow matters."
Second, the packaging and their product immediately stood out from competitors. After all, sweet packaging is almost always colourful.
Skittles aren’t the only company which has used their packaging and even a brand new product to show their support to the LGBTQ+ community.
In 2022, Xbox released a special edition control. Both the packaging and product was designed to incorporate more than 30 LGBTQIA community flags to demonstrate intersectionality and unity.
The product took more than three years of research and development with the original idea pitched in 2019 to mark the 50th anniversary of the Stonewall Riots.
Finally, NYX created a full product line up that was designed to highlight and promote gender fluidity. The packaging the business created promoted the idea that makeup has no gender and encouraged customers to express their beauty and sense of self however they wished.
To create the products and the packaging, the business teamed up with key influencers and online creators who were part of the cosmetic industry and LGBTQ+ community.
Bringing Change As Leaders Of Your Industry
Utilising your packaging to support a cause is a smart choice from a marketing perspective, but it’s important to ensure that it’s complimented by, meaningful action. If all your business has is a bright and colourful label, it may come across as virtue signalling, even if this wasn’t your original intention.
Companies can help support groups like the LGBTQ+ communities by putting their support behind charities, individual campaigns and create an office culture that embraces individual identity.
We hope you found this article both insightful. Are you eager to learn how to create a unique packaging design which will send a powerful message to your audience? If so, get in touch today and our team will be delighted to assist you further.