HISTORY OF PRIDE

New York City was the birthplace of Pride in 1970, one year after the Stonewall Riots. The riots, which spanned over three days, were some of the most prominent instances in which LGBTQ+ people resisted against police discrimination. This moment is often credited as the start of the modern gay liberation movement, which later expanded into the larger LGBTQ+ rights movement.

When speaking about the origins of Pride, it’s important to understand that the movement started thanks to trans women of color like Marsha P. Johnson and Sylvia Rivera, both present during the first riot of June 28, 1969.

RISING STARS

The new generation of LGBTQ+ stars are out, proud and unapologetic – providing mainstream visibility like never before.

Hayley Kiyoko: Actress, model, songwriter and singer – Hayley Kiyoko’s fame reached an all time high after the release of her debut album Expectations. Kiyoko’s lyrics and self-directed music videos explore her journey coming to terms with her sexuality.

Troye Sivan: Youtube influencer turned pop star, out and proud artist Troye Sivan took the world by storm with his 2015 debut album Blue Neighborhood. His second album, Bloom, is set to come out on August 2018… so look out for it!

Kehlani: Singer Kehlani has been in the scene since her debut album You Should Be Here, but it was the 2017 SweetSexySavage that proved the artist was here to stay. Kehlani previously identified as bisexual, but has since come out as queer.

Kim Petras: This pop singer-songwriter first made headlines 10 years ago for being one of the youngest people in the world to undergo gender confirmation surgery. Now, she’s outranking many in Spotify plays with her new music, like the popular Heart to Break.

Awkwafina: Born Nora Lum, this Queens-born actress and rapper first gained success after her 2013 song "My Vag" went viral. Now, you’ll be able to see her acting in two of Summer’s most anticipated hits: Ocean’s 8 and Crazy Rich Asians. Now go listen to her new EP ‘In Fina We Trust’ to be ahead of the bandwagon, cause it’s coming.

Nico Tortorella: From leading hunk to Queer icon, Nico rose to fame on the TV show Younger opposite of Sutton Foster. He’s since come out at pansexual and genderfluid and hosts a popular podcast – The Love Bomb. Check out his fun and insightful Drag Makeover, courtesy of Trinity Taylor.

Cakes da Killa: This Brooklyn based artist released his debut album ‘Hedonism’ in 2014, and his music is a perfect mix of killer rap verses and EDM electronic club music. Check out ‘Living Gud, Eating Gud.’

Pabllo Vittar: From a viral world hit K.O., to iconic collabs with Anitta, Diplo and Charli XCX – Brazilian drag queen singer-songwriter Pabllo Vittar is claiming her title as Brazil's queen of pop while breaking down gender stereotypes and creating a safe space for her fans. Listen to her Portuguese pop album 'Vai Passar Mal.'

HOW BRANDS CAN BE GOOD ALLIES

DO take a stand: Don’t be on the wrong side of history. Make your stance as an ally loud and clear, in both your communications and actions. If you’re not saying anything at all, you’re taking the side of the haters.

AT&T made their ally stance clear this year by partnering with The Trevor Project, a crisis counseling service for LGBTQ youth, and providing over $1.5M in donations and services.

DON’T think we aren’t looking at your entire brand -- we expect more than rainbow-colored merch and messaging in June. We are paying attention to how your company (and the people running it) act all year round. This includes oppressive employee environments, discriminatory policies and corporate contributions to hateful causes.

DO spotlight your LGBTQ+ consumers by giving them a platform to speak, not by speaking for them.

This June, Twitch is spotlighting a different LGBTQ+ creator on its front page every day, giving them the chance to have their voice heard by a wider audience.

DON’T fall back on lazy, embarrassing or diminutive cliches in your communications. Remember that you can celebrate Pride without appropriating gay culture and colloquialisms. And if you’re not sure then ask your employees and your consumers!

DO represent diversity -- LGBTQ+ represents an entire spectrum, make sure you’re doing your best to give visibility to all ethnicities, body types and gender identities.

Last year, Equinox partnered with The LGBT Community Center in NYC to create “LGBTQAlphabet”-- a campaign that celebrates representation from A-Z.

DON’T be defensive if you miss the mark -- own up to mistakes, listen to criticism, keep trying.

DO share that profit -- seeing a spike in sales thanks to your Pride-centric marketing? Make sure you’re sharing it with the community.

This year, companies like Converse, American Eagle, Harrys and Levis are donating 100% of the profits from their Pride merch to LGBTQ+ focused charities.

TERMS TO KNOW

Previously used as a slur, the younger generation of “Queers” has taken ownership of the term because it is inclusive to every member of the community.

The opposite of transgender, cisgender describes a person who is comfortable with the gender they were assigned at birth.

A form of gender identity or expression that falls outside of just Female or Male.

Gender neutral pronouns you should be using when referencing people who have not disclosed their gender identity to you.

Not to be confused with your friend who is a girl, saying someone is your girlfriend implies a romantic relationship, so let’s keep this clear.