Pride Marketing: LGBTQ+ Student Attitudes in Costa Rica

Abstract

The present exploratory study sought to identify the views that LGBTQ+ students in Costa Rica have toward the marketing practice of Pride campaigns during June. A total of 28 LGBTQ+ students at a university level participated in this investigation. An online survey was administered to elicit the participants’ attitudes toward Pride campaigns and the perceived brand motivations and campaign contribution to rights and representation. Main results show prevalent skepticism and criticism among students, emphasizing the belief that brands should meet specific criteria to market Pride. Also, participants’ answers reveal that they acknowledge the dual nature of these campaigns, which from their point of view occasionally aim to help the community while receiving publicity and profit in return. In addition, students attributed the most impact to social activism, focusing on internal company changes, inclusive advertisements, and donations for enhancing their rights and representation. The study’s findings stress the need for brands to adopt year-round support and maintain corporate responsibility, urging meaningful actions and changes within the marketing world. Furthermore, it emphasizes the importance of fostering genuine, socially responsible initiatives in the LGBTQ+ community. Theoretical and/or practical implications are discussed.