Macy’s Declares its Pride + Joy
Earlier this month, the US’s President Obama declared June 2010 “Lesbian, Gay, Bisexual, and Transgender Pride Month” (June is the month when many cities, states and provinces around the world celebrate their LGBTQ communities). Now Macy’s is wearing its pride on its sleeve with Pride + Joy, a series of in-store events, parade sponsorships and nationwide celebrations of the American gay and lesbian community.
The retailer has launched a microsite for the effort. It features advertising for the pride parades that it’s participating in, a call to action for its commitment ceremony registries, and a bit of well-deserved bragging about its 2010 Trevor Commitment Award from the Trevor Project, which recognizes a company that, through its policies, initiatives and other efforts, demonstrates a commitment to LGBTQ causes and is a prominent, public example of corporate acceptance of individuals regardless of sexual orientation.
Macy’s is planning fashion events, window displays and registry booths targeted to the gay and lesbian markets. It’s also created large rainbow-colored star balloons to show off at parades.
Speculation abounds that this is a sign that the economy has recovered to the point that marketing to the gay community may once again be both practical and fashionable.
