Karoline Ravanelli, Director of Communications, CPRS Vancouver
Every year on May 17, the International Day Against Homophobia, Transphobia and Biphobia invites us to pause and reflect.
For PR and communications professionals, that reflection goes beyond awareness. It’s about responsibility.
Because in today’s landscape, inclusion is no longer judged by what brands say, but by what they consistently do, especially when it is not easy.
What “good” looks like in 2026
Recent campaigns are raising the bar, not through scale, but through authenticity and intention.
The viral video from Oslo Pride in 2025 resonated far beyond Norway. It did not rely on polished messaging or corporate branding. It worked because it felt real, human, and unapologetic.
Similarly, Levi’s Meet Me In The Park captured quiet, everyday moments of connection, shifting the narrative away from spectacle and toward belonging.
And in a very different space, Bad Bunny used one of the world’s biggest stages, the Super Bowl halftime show, to bring LGBTQIA2S+ artists into the spotlight, reinforcing that visibility at scale still matters when it is intentional.
These moments do not feel like campaigns. They feel like cultural contributions.
From consumers to community
When support is authentic, the impact goes beyond brand perception.
It builds trust, emotional connection, and a sense of belonging.
Audiences do not just become customers. They become advocates, fans, and community.
Research from organizations like GLAAD (Gay & Lesbian Alliance Against Defamation) continues to show that inclusive representation influences purchasing decisions, not only among LGBTQIA2S+ audiences, but also among allies who expect brands to reflect shared values.
People remember how brands make them feel, and whether that support shows up when it matters.
When values are tested
Support is easy when it is celebrated. It is much harder when it is challenged.
Brands like The North Face faced backlash for their Pride campaigns and partnerships, including their work with drag performer Pattie Gonia. Instead of stepping back, they reaffirmed their position.
This is where crisis communications plays a critical role.
Not just in crafting the message, but in preparing leadership for backlash, aligning internal and external values, and ensuring consistency between what is said and what is done.
Audiences can quickly tell the difference between a campaign and a conviction.
The work still ahead
While Canada is often seen as a global leader in 2SLGBTQIA+ inclusion, progress is not linear and it is not evenly distributed across industries or communities.
In recent years, we have seen organizations quietly scale back Pride-related initiatives, increased hesitation around public-facing inclusion efforts due to fear of backlash, and ongoing gaps in representation and inclusive policies in sectors that are still evolving in this space.
For communicators, this creates a more complex environment.
It is no longer just about encouraging visibility. It is about helping organizations navigate risk, remain consistent, and move beyond performative gestures toward meaningful, sustained inclusion.
A call for intentional leadership
The International Day Against Homophobia, Transphobia and Biphobia is not about a single moment. It is about consistency.
As PR professionals, we are not just storytellers. We are advisors, translators, and, at times, advocates.
We help organizations decide when to speak, how to show up, and whether their actions align with their stated values.
The most impactful communications do not just reflect culture. They help shape it, with clarity, courage, and intention.