In honor of Gay Pride Month, several companies have launched campaigns to show their support for gay rights. To every company who has ran a campaign this month, or in months past, I would like to say this: thank you for publicly taking a stand.
When companies declare their advocacy for the gay community, I am more likely to purchase their products. I was delighted to learn that Oreo was the latest brand to publicly proclaim their support for gay rights. However, I was surprised the photo Oreo posted on their Facebook page would spark a national conversation (and stir up a bit of controversy).
On June 25th, Oreo posted an image of an Oreo cookie stacked with six layers of colored creme filling, deliberately arranged to look like the symbolic gay pride rainbow flag, to its Facebook page. The photo had the subtitle “June 25 Pride” and the caption read: “Proudly support love!”
Most of the Facebook comments were supportive of Oreo’s declaration, yet some remarks were repugnant. Take this one, for example:
“This is absolutely disgusting. Your attempt to ‘normalize’ the behaviour of homosexuals has cost you a customer.”
To the executives at Kraft Foods and Oreo, I can assure you of this: your bold move has given you a lifelong customer in me, my husband, and my family.
I’d like to turn this discussion over to you. How do you feel when companies publicly announce their support for gay rights? Are you more likely to become a brand loyalist?