Before you hit send on that Juneteenth or Pride Month post, now’s the time for brands to pause, reflect, and plan with intention. These aren’t just moments to check off on a content calendar. They’re opportunities to amplify voices, support causes, and show your values in action.
Here are a few key things to keep in mind as you build your campaign:
1. Let the Cause Lead, Not the Brand
Now more than ever, Gen Z is drawn to brands that support causes, but they’re also quick to call out performative posts. If your campaign centers your logo more than the people or purpose you’re honoring, it’s a miss. Instead, highlight the voices that matter: Black voices for Juneteenth, LGBTQ+ creators for Pride. And if possible, include a donation or give-back component that brings real impact.
2. Match the Mood
Some moments are joyful. Some are reflective. Some are both. Get the tone right. Pride events can be loud, colorful, and celebratory, so lean into the joy! Juneteenth might call for a more respectful, commemorative tone. Bring fun when it’s appropriate, and be serious when it matters, too.
3. Keep It Real
Audiences want to see the behind-the-scenes, not a polished, overproduced campaign. Patagonia continues to show up with purpose-first messaging. Barbie has launched real-life female hero dolls that resonate deeply. The best examples aren’t always the flashiest, but they are the most authentic.
4. Engage With the Comments (Even the Tough Ones)
Once your post goes live, the conversation starts. Expect dialogue from all sides. The worst thing you can do is ignore it. Monitor comments, be ready to respond, and stick to your values. Your community is watching, and how you show up matters.
5. Ask Your Team
One of the best ways to source meaningful ideas? Ask your team what events, causes, or campaigns have stood out to them. You’ll likely uncover powerful examples and personal insights worth sharing.
Whether you’re showing up for Juneteenth, Pride, Women’s History Month, Veteran’s Day, or another cause close to your brand’s mission, just remember: it’s not about being perfect. It’s about being purposeful.