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Creating Impactful Pride Month Experiences

Written by: Tori Ullmann

At AGAR, we believe in the core premise of purposeful engagement: Explore. Dialogue. Share. We embrace a continuous cycle of challenging the status quo, discovering the untapped, and encouraging discussion. It’s this foundation that helps us facilitate these often sensitive, cultural dialogues to better connect with today’s consumers. So as companies across the country are gearing up to show their support for the LGBTQ+ Community during Pride Month, we’re discussing how brands can get it “right” in an age of performative activism and promotional clutter. 

During my time as an Experiential Producer with AGAR, I have found myself most fond of the events I have helped produce for the LGBTQ+ community. Through my experience working on everything from internal HR initiatives for large companies to high-energy, in-person activations at community events, I have gained insight into the key elements of an impactful LGBTQ+ initiative. 

During the celebrations, parades, and parties in June, it is important to remember that pride is not only part celebration but also a time to commemorate the anniversary of the Stonewall Uprising in 1969, recognize the LGBTQ+ leaders such as Marsha P. Johnson and Sylvia Rivera who pushed the movement forward and honor the journey of the LGBTQ+ community. Staying true to intention may be difficult for brands, but creating impactful and meaningful consumer engagement starts with an authentic approach. To streamline that approach, keep the following three things in mind:

1. Make efforts to prioritize representation and diversity in perspective. Widen your lens and consider the perspective of the audience you are speaking to. Is the message for allies? Or members of the community? Or perhaps it’s a call to action for those typically indifferent to the cause? When considering these perspectives, it’s important to have individuals from the community on your team and involved in the planning process. Representation matters. It’s not only inclusive in practice, but it will also help you get the messaging right.

2. Create action-oriented initiatives. You want people to feel positive about your brand throughout Pride Month, but consider what you can contribute to the community. Authenticity combined with action far outweighs a passive goal of “awareness” for both Pride and other cultural subgroups. A few significant ways to support the community during Pride Month include donations, a connection space, intentional education, and a platform to amplify the voices of LGBTQ+ people.

3. Expand your initiatives beyond this month. LGBTQ+ people and their communities exist year-round. Being fully immersed in and dedicated to this community all year will expand your knowledge and enable you to create more successful events in the future. There are many ways you can uplift LGBTQ+ people through your work moving forward. For example:

  • Actively support LGBTQ+ creators all year. Next time you need a high-energy host for an event, consider a drag performer. Draw from local, queer spaces to employ and amplify LGBTQ+ artists and musicians.
  • Stay engaged with community partners or creators you collaborate with during Pride Month. Attend their events and stay knowledgeable about their work as the year progresses.
  • Continue to prioritize how you can include the LGBTQ+ perspective in your marketing and messaging moving forward. 
  • Build a diverse team where this community is not only supported- but represented.

Ultimately, it’s crucial to participate in Pride Month with truth and authenticity in mind. Build a base of knowledge through research and representation and lean on this base to establish a clear initiative with a goal. Respect for the community is a baseline, but a genuine interest in learning and contributing will go a long way and keep the momentum going for months to come. Happy Pride!


Tori Ullmann is an Experiential Producer for AGAR. With a keen eye for detail and a passion for storytelling, Tori has successfully executed a wide range of experiences, from large-scale corporate events to one-off brand activations. Her meticulous approach ensures flawless execution, creating engaging experiences that leave a lasting impact. When she’s not immersed in crafting exceptional events, you’ll find her building her vinyl collection.