Brands show their pride

July 2, 2018
4 min read

As 2018’s LGBTQ Pride month winds down, we’re sharing a roundup of a few of the brands and businesses in the US, Brazil and Canada that are showing their pride through campaigns honoring employees, exclusive product releases and charity donations.

Shake Shack (US)

Source: Shake Shack

Shake Shack debuted a limited-edition Pride capsule collection consisting of a pin, t-shirt, tote and beach towel with 100% of the proceeds going to The Trevor Project. The burger chain went a step further and put out a limited edition shake only available through the Shake Shack app —a strawberry shake blended with Shack-made lemonade and topped with whipped cream and rainbow sprinkles—with $1 from every shake also benefiting The Trevor Project.

Saugatuck Brewing (US)

Saugatuck Brewing in Michigan found an interesting way to support LGBTQ organizations in the local communities where their brewed-for-the-occasion beer was sold. “Lager of Love,” the exclusive beer brewed in honor of Pride month was on tap for the Ann Arbor Pride Fest, with 10% of sales going to an organization that supports the LGBTQ community in Ann Arbor. Wherever the beer was sold, Saugatuck Brewing found a local organization to donate 10% of the proceeds.

Burger King (Brazil)

Source: Meio & Mensagem

Burger King unveiled the Unicorn Shake – a limited time item that was available from May 30 to June 15. The shake features vibrant colors and flavors – blueberry, vanilla, strawberry syrup and granules. However, Burger King saved their greatest gesture for the parade. One of the Burger King restaurants located central to the Pride parade changed their name to Burger Queen, Burger Trans, Burger Gay and Burger Bi in solidarity to the occasion.

Uber (US)

Source: Uber

In May 2018, Uber launched a landing page with a focus on its employees. The page features Uber employees that belong to the LQBTQ+ community with a message showing their solidarity: “Every year, we get the opportunity to stand—and march—with the employees, drivers, and delivery partners who stand with Uber every day. These are just a few members of the LGBTQ+ community who will be joining us on this year’s path to Pride and our larger journey to equality for all.”

Sweetgreen (US)

Source: Facebook

Salad fast food chain, Sweetgreen honored their employees with a limited edition Sweetgreen t-shirt. On the Sweetgreen Facebook page, the brand posted a message showing off the team member-only shirt with a message that read: “At sweetgreen, we believe in celebrating what unites us, rather than focusing on what divides us. We believe in celebrating the uniqueness of our team and encourage each and every one of you to be the best version of yourself every day. In support of PRIDE, we have designed limited-edition uniform shirts for our Team Members.”


Barry’s Bootcamp (US)

Source: Barry’s Bootcamp

Barry’s Bootcamp honored Pride month in New York City by initiating the United We Sprint Challenge. The series asked people to complete seven classes in seven days and for each series purchased, Barry’s Bootcamp would donate a portion of proceeds to the Family Equality Council, an organization that works to change attitudes and policies to ensure all families are respected, loved, and celebrated.

Scotiabank (Canada)

Scotiabank doesn’t just celebrate Pride every June; over a decade ago, they formed a committee to recognize the needs of LGBT staff and job applicants. What began as a one person project has grown into Scotiabank Pride, with chapters in Calgary, Central West Ontario, Scarborough, Cornwall, Halifax and Vancouver.

Scotiabank Pride set up networking opportunities for LGBT employees. The bank has also overseen volunteering and fundraising for relevant charities and events that tie into the Stephen Lewis Foundation.

Converse (US)

Source: Nike

The 2018 Converse Pride Collection celebrates those who advocate lifestyles that promote individuality and inclusiveness. Miley Cyrus designed Converse classic Chuck Taylor’s with all net proceeds supporting LGBTQ+ youth-based charities, including the Happy Hippie Foundation, It Gets Better Project, Minus 18, and RainbowYOUTH.


Airbnb (Brazil)

Airbnb is celebrating culture and diversity with events that take place in Rio de Janeiro every weekend during Pride month. “Queer Night in Rio” is an experience led by local hosts that offer a look into the alternative and diverse side of the city devoid of the typical tourist attractions. Parties are held in old warehouses, houses with swimming pools and nightclubs.

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