Brands are reconsidering their participation in Pride, in a context of growing polarization and public scrutiny. Porto Pride serves as a case study to analyze this behavioral change, according to Marketeer's analysis with brands, organization and partners of the event.
Some companies are retreating from traditional Pride support, reducing the visibility of their logos on banners and promotional materials. This retraction contrasts with the position of other brands that maintain or even increase their investment in the event.
At the same time, there is a trend of transferring funds to actions with direct impact on the LGBTQIA+ community, instead of more visible communication campaigns. This strategy allows brands to maintain their social commitment without being so exposed to criticism.
Marketeer sought to hear different perspectives on this evolution, including the perspective of Porto Pride's organization, to understand how the event positions itself in this new scenario of corporate support for the Pride movement.
