LGBT+ Pride Parade: curiosities and brands behind the event

This Sunday (11), millions of people gathered on Avenida Paulista, in São Paulo (SP), to celebrate diversity in the LGBT+ Pride Parade. The event, which carries with it values of freedom, diversity, respect and authenticity, brought the theme ‘Social Policies for LGBT – We want it in full and not in half’ in its 27th edition.

Organized by the São Paulo LGBT Pride Parade Association (APOLGBT-SP), the Parade is a social manifestation that celebrates diversity and claims rights. Adnews recognizes all the power of the LGBTQIAP+ community and seeks to encourage people to be whatever they want to be, because we know that life is better when you are you! #youareyou

Aligned with these values, we prepared a complete article about the curiosities of the event and the active participation of the brands in the dissemination of this message.

How did the movement start?

The date came about due to a confrontation between police and protesters in the United States, on June 28, 1969. The protest took place in defense of the gay club Stonewall Inn, opened in 1967, in the heart of the Greenwich Village neighborhood, in New York. After that fact, a part of the LGBT population, which until then had been afraid to expose themselves, took to the streets to protest. Months later, the first organizations of the movement appeared in the United States.

Over time, these marches and celebrations evolved into what is now known as “Pride Month”, a time to celebrate and affirm community diversity, resilience and achievements, as well as continue to fight for rights and acceptance.

And the meaning of the acronym?

Who doesn’t remember the acronym GLS, in the 90’s? Its meaning was “gays, lesbians and sympathizers”. Over time and the inclusion of people of different sexual orientations and gender identities, the acronym has evolved.

Each update that the meaning of the acronym LGBTQIA+ has undergone characterizes the representativeness of different groups. Currently, the acronym undergoes changes according to the context, to reflect the positions of those who use it. Even so, because it is considered exclusionary and ignores other sexual orientations and gender identities, the Associação Brasileira LGBT (ABGLT) updated the nomenclature to the LGBTQIAPN+ version.

The new nomenclature represents Lesbians, Gays, Bissexuals, Ttransgender, Qudder, Iintersexuals, Assexuals, Pansexual and Nare not binary. But, in any case, the acronym LGBTQIA+ is still one of the most frequent forms of use.

LGBT+ Pride Parade: curiosities and brands behind the event — LGBTQIAPN+ community asks for respect for all forms of love. (Photo: Pixabay)

And how do brands fit into this movement?

The month of June is usually marked by initiatives and campaigns from different brands, linked to the LGBTQIA+ movement. And it couldn’t be any different at the LGBT+ Pride Parade in São Paulo, which is the biggest community-oriented event in the world!

Among the brands that got even closer to the public this year, and included support for the event in 2023 in their marketing strategies and efforts, is Smirnoff, the event’s master sponsor, wearing the logo in the colors of the rainbow flag.

The event was also sponsored by Terra, Vivo and Amstel, and co-sponsored by Mercado Livre, L’Oréal Groupe and Burger King, among other supporters such as the Municipality of São Paulo and the Government of the State of São Paulo. See all partners by clicking here.

In Brazil, 2.9 million people aged 18 or over declare themselves lesbian, gay or bisexual. Data are from the National Health Survey (PNS): Self-identified sexual orientation of the adult population, released by the Brazilian Institute of Geography and Statistics (IBGE). Also according to the study, the population of homosexuals or bisexuals is greater among those with higher education (3.2%), higher income (3.5%) and aged between 18 and 29 years (4.8%).

According to the São Paulo Tourism Observatory, the LGBT+ Parade received 1.6 million tourists in 2022, and average tourist spending increased by 15% last year. The predominant public profile can be defined by the following persona: male (54.7%), gay (37.4%), cis gender (86.3%), white (48.5%), between 18 and 29 years old (59.2%) and resident in São Paulo (58.9%).

Despite being a very promising target audience for brands and advertising campaigns, not only because of their consumption capacity and purchasing power, but also because of their power of unity and engagement, companies understand that being ever closer, fully supporting the demonstration, opening spaces for reflection and protagonism for the community, is a necessary process to raise awareness and bring people together, which also contributes to accelerating the socioeconomic development of the country.

In addition, many brands and companies have fostered a culture of inclusion and diversity internally, so that the work environment is increasingly representative.

Little surprise (because we are one of those)!

Google always surprises us, and we couldn’t fail to honor the campaign created by the company. If you haven’t already searched for “gay pride month” on the platform, do so now. Or rather, click here and find out what the creators of the biggest and best known search engine in the world have been up to. It’s great!