9 authentic Pride month social campaigns by B2B brands that inspire real change
Table of contents
- Introduction: Why Pride matters in B2B marketing
- 1. NatWest Group: Employee-generated Pride content
- 2. HCA Healthcare UK: Employee Advocacy and Pride Month Campaign
- 3. FTI Consulting (Professional Services): Legacy of LGBTQ+ advocacy
- 4. Seyfarth Shaw LLP: Legal insight meets inclusion
- 5. Equitable HR Guild (HR-Tech): Comics with a purpose
- 6. Jefferies (Financial Services): Faces of pride, stories of belonging
- 7. Legal Services of Greater Miami (Law Nonprofit): Justice through storytelling
- 8. Aspiring Solicitors (Legal Recruitment): Inclusion through innovation
- 9. Compt (HR-Tech): The business case for authenticity
- Visual strategies: What makes these campaigns stand out
- Final takeaways: Turning Pride into year-round advocacy
Introduction: Why Pride matters in B2B marketing
While large corporations often dominate the spotlight during Pride Month, smaller B2B brands are making meaningful strides in showcasing their commitment to LGBTQ+ inclusion. These brands are not just participating in Pride, they are fostering a culture of authenticity and long-term change. From law firms and financial services providers to HR-tech innovators and niche consultancies, here are nine standout campaigns that offer more than just surface-level support. These campaigns blend creative strategies with genuine advocacy, inspiring others to take similar action.
1. NatWest Group: Employee-generated Pride content
NatWest Group, a major UK financial services provider, is recognized for its sustained and visible support of LGBTQ+ employees and customers. During Pride Month 2024, NatWest and its subsidiaries showcased several employee-driven initiatives and posts that highlight both personal stories and organizational progress.
Key elements of the Natwest Group’s campaign:
- Employee Spotlights: These posts feature employees discussing what Pride means to them, sharing their journeys, and reflecting on how the company’s inclusive policies have impacted their lives.
- Cross-Industry Collaboration: NatWest hosted events that brought together LGBTQ+ professionals from across the financial sector to share best practices and build trust within the community.
- Celebration of Milestones: Employees and leaders highlighted milestones, including being the first UK bank to feature a same-sex couple in mainstream advertising, extending healthcare to transgender colleagues, and removing insurance exclusions for people living with HIV.
- Mentoring and Community Support: NatWest launched the first Financial Services LGBTQ+ business and charities mentoring scheme, with employees sharing their involvement and the impact on their professional growth.
- Research and Advocacy: Subsidiary Scottish Widows’ employees shared research on the pension gap affecting LGBTQ+ individuals, using LinkedIn to educate and advocate for change.
NatWest’s approach is rooted in authentic employee voices, ongoing education, and a willingness to lead on policy and representation. Their posts feature real employees celebrating progress, sharing personal stories, and inviting others to join in advocacy, demonstrating the power of employee-generated content in financial services Pride campaigns.
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2. HCA Healthcare UK: Employee Advocacy and Pride Month Campaign
HCA Healthcare, a large healthcare provider, has run Pride Month campaigns that prominently feature employee voices and advocacy. Their 2024 LinkedIn campaign included public posts from both the company and individual employees, expressing support for LGBTQ+ colleagues and patients, and celebrating the organization’s inclusive culture.
Key elements of their campaign:
Employee-Generated Content:
Employees posted on LinkedIn about their pride in working for an inclusive employer. For example, one employee wrote:
Leadership and Colleague Support:
HCA Healthcare’s official Pride Month post reads:
“Happy Pride Month to our LGBTQ+ colleagues, patients, and neighbors! HCA Healthcare is committed to providing equitable healthcare for all patients and fostering a diverse and inclusive work environment for our colleagues. #PrideMonth”
This message is amplified by employees who share and comment, expressing their own experiences and support for the company’s values.
Inclusive Messaging:
The campaign highlights HCA’s commitment to equitable healthcare and a welcoming workplace. Employees are encouraged to share their experiences or thoughts on how to foster diversity, creating an open dialogue within the organization and on social media.
- Celebrating Diversity in Care:
Employees and the company emphasize their mission to provide compassionate, equitable care to all, including LGBTQ+ patients and families, and to support family-building dreams without discrimination.
Why this works:
HCA Healthcare’s Pride Month campaign is not just top-down; it is amplified by authentic employee advocacy. Staff publicly share their pride in the organization’s inclusive culture, making the campaign both credible and relatable. The visible participation of employees, from frontline staff to administrators, demonstrates that support for LGBTQ+ inclusion is embedded in the company’s everyday operations, not just in corporate messaging.
3. FTI Consulting (Professional Services): Legacy of LGBTQ+ advocacy
Visual Strategy: Cross-office Pride timeline collage
FTI’s “Pride Across Time Zones” post combined archival photos from 1980s LGBTQ+ employee resource group meetings with modern images of global Pride parades. The side-by-side comparison highlighted the firm’s 40-year advocacy journey, with captions detailing policy milestones, such as their 2010 rollout of gender-neutral bathrooms.
Post Link: FTI’s Pride Heritage Post
At FTI Consulting, pride is celebrated among its employees, and they create the content.
4. Seyfarth Shaw LLP: Legal insight meets inclusion
A strong, innovative, and authentic replacement example for Luthi & Co. is Seyfarth Shaw LLP, a global law firm recognized for its creative and substantive Pride Month initiatives, particularly in 2025.
Seyfarth Shaw stands out for blending legal expertise with actionable guidance for employers and the broader business community during Pride Month. In April 2025, Seyfarth partners Sam Schwartz-Fenwick and Dawn Solowey published a widely shared article in Reuters’ Westlaw Today titled “Pride month feels different this year: An employer’s guide to pride 2025 from a cultural flashpoint lens.” This piece didn’t just reiterate support for the LGBTQ+ community—it provided nuanced, practical strategies for companies navigating a rapidly changing legal and cultural landscape around DEI and LGBTQ+ inclusion.
Key elements of their Pride Month strategy:
- Thought Leadership: Seyfarth’s attorneys utilize their platform to educate employers about both the risks and opportunities associated with Pride Month engagement, ensuring that support is both meaningful and legally sound.
- Actionable Resources: The firm provides clients and the public with concrete steps for fostering LGBTQ+ inclusion, including updating workplace policies, delivering practical training, and navigating complex legal developments.
- Year-Round Commitment: Rather than limiting their advocacy to June, Seyfarth integrates LGBTQ+ inclusion into ongoing client advisories, webinars, and internal initiatives.
- Intersectional Approach: Their guidance acknowledges the intersection of Pride with broader DEI efforts, enabling organizations to build truly inclusive cultures.
Why is this a strong example?
Seyfarth’s approach goes far beyond rainbow branding. By leveraging their legal expertise to empower other organizations, they amplify the impact of Pride Month and demonstrate authentic allyship, helping clients and colleagues turn values into action, even in challenging times.
Reference:
This example showcases how a major law firm can lead with substance and innovation, setting a standard for authentic Pride engagement in the legal sector.
5. Equitable HR Guild (HR-Tech): Comics with a purpose
Visual Strategy: Zine-style employee lifecycle guide
This Chicago-based startup released a hand-drawn flowchart titled “LGBTQ+ Inclusion from Hire to Retire.” The retro comic aesthetic depicted scenarios such as pronoun disclosure processes and navigating gender-affirming healthcare, with stick-figure employees discussing diversity, equity, and inclusion (DEI) policies.
Key Elements:
- Downloadable template for creating trans-inclusive onboarding checklists
- Animated GIF showing their software’s gender-neutral language settings
- Resource list spotlighting LGBTQ+-owned HR tech vendors
Post Link: Equitable HR’s Inclusion Guide
https://www.linkedin.com/posts/equitable-hr-guild_ehrg-inclusion-guide-lgbtqia-employees-activity-7209570708224446464-IIPX?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAEQLyEBBrllQNgFrIxG70JDYAdpKVBM70I
6. Jefferies (Financial Services): Faces of pride, stories of belonging
Visual Strategy: Employee mosaic portrait series
Jefferies’ “Faces of Pride” campaign photographed 68 LGBTQ+ employees holding handwritten signs about workplace authenticity. Arranged in a rainbow gradient mosaic, the composite image revealed the firm’s logo when viewed from a distance. Each sign is linked to an internal mentorship program profile
Key Elements:
- Accompanying podcast series featuring LGBTQ+ executives discussing “Out Leadership”
- Data visualization of their HRC Corporate Equality Index score improvements
- Behind-the-scenes reel of the photoshoot’s makeup and styling process
Post Link: Jefferies’ Pride Mosaic Campaign
7. Legal Services of Greater Miami (Law Nonprofit): Justice through storytelling
Visual Strategy: Animated “Justice Journey” timeline
This legal aid organization announced its new LGBTQ+ Justice Fellow through an animated timeline tracing key LGBTQ+ rights cases in Florida. The post juxtaposed historical legal documents with modern footage of their team preparing name-change petitions for trans clients.
Key Elements:
- Interactive map of LGBTQ+-friendly legal resources in South Florida
- Video interview with the incoming fellow discussing queer immigrant rights
- Infographic comparing 2023 vs. 2024 LGBTQ+ discrimination case volumes
Post Link: Legal Services’ Fellowship Announcement
8. Aspiring Solicitors (Legal Recruitment): Inclusion through innovation
Visual Strategy: Virtual reality office tours
This UK legal diversity initiative created a VR experience showcasing LGBTQ+-inclusive law firm environments. Their LinkedIn post featured 360-degree views of gender-neutral facilities and clips from their “Pride in Practice” webinar series, featuring queer barristers.
Key Elements:
- Downloadable AR filter adding Pride flags to corporate headshots
- Mentorship matching tool with LGBTQ+ attorney profiles
- Side-by-side comparison of inclusive language in trainee contracts
Post Link: Aspiring Solicitors’ VR Initiative
More resources for law firms here
9. Compt (HR-Tech): The business case for authenticity
Visual Strategy: “Debunking Rainbow Capitalism” video series
Compt’s bold campaign featured CEO Amy Spurling critiquing superficial Pride gestures while demonstrating their software’s benefits for LGBTQ+ individuals. The viral video juxtaposed stock footage of rainbow logos with screen recordings showing how companies allocate funds to transgender healthcare.
Key Elements:
- Interactive calculator estimating LGBTQ+ employee support costs
- Side-by-side comparison of 2023 vs. 2024 ERG budget allocations
- Animated data flow showing donation matching to LGBTQ+ nonprofits2
Post Link: Compt’s Authentic Advocacy Post
Visual strategies: What makes these campaigns stand out
- The visual strategies used in these campaigns are a testament to the power of raw, unfiltered creativity and a genuine connection with audiences. Rather than relying on polished stock images or overused rainbow merchandise, these brands prioritize real employee participation, which resonates deeply with their followers.
- Documentation over Perfection
Brands like HCA Healthcare and NatWest Group show that authenticity shines through when real employees are featured, sharing their personal Pride stories and experiences. These unpolished, candid moments create a stronger emotional connection with audiences compared to staged, idealized imagery. - Historical Contextualization
Law firms such as Legal Services of Greater Miami and FTI Consulting utilized historical content to highlight their longstanding commitment to LGBTQ+ inclusion. By weaving together archival photos, milestones, and personal stories, they effectively showcase their progress and dedication to supporting the community, making their campaigns feel more substantial and rooted in real change. - Interactive Elements
Innovative formats, such as Jefferies’ employee mosaic and Aspiring Solicitors’ virtual reality tours, elevate these campaigns above traditional posts. These interactive elements engage viewers in a more immersive way, encouraging them to participate and share their experiences, leading to higher engagement rates. These campaigns also stand out because they break away from typical static content, bringing a dynamic energy to Pride Month celebrations.
Final takeaways: Turning Pride into year-round advocacy
The B2B brands highlighted here demonstrate that authenticity is key to creating impactful Pride Month campaigns. By leveraging their unique industry perspectives and prioritizing employee voices, these companies go beyond rainbow logos to drive real change. The most successful campaigns seamlessly integrate Pride advocacy into their everyday operations, ensuring that support for LGBTQ+ inclusion doesn’t end when June does. These examples demonstrate that with the right approach, Pride can catalyze year-round advocacy, not just a monthly campaign. More resources to read here.
