‘Thrutopian’ Marketing Harnesses the #Hopecore Movement

Empathetic brands are responding to the erosion of LGBTQ+ rights and protections globally with ‘thrutopian’ messaging: hopeful but not utopian future visions that focus on navigating through present challenges towards more optimistic times. Key campaigns include American footwear brand Converse’s ‘letters to a future self’ mini-films and UK beauty brand Lush’s triple-tiered (windows, books and documentaries) reimagining of society at large.

Personal-as-Political Ads: Meaningful, Micro-Gesture-Led Marketing

Acknowledging the LGBTQ+ consumers who connect with messaging that goes beyond stereotypical, parade-led narratives, other brand campaigns from companies including Levi’s, US intimate wellness brand Maude and the City of Oslo are foregrounding everyday moments of empowerment. From ‘erotic activism’ to subtle signals of solidarity, the focus is on meaningfulness in smaller personal, sometimes more private acts.

LGBTQIA+ Actionism: Brands Driving Allyship Engagement

With 65% of people globally overwhelmed by the volume of conflicting information online (Aloha, 2025) – a crisis of confusion extending to LGBTQ+ issues – smart brands are embracing ‘actionism’ (routes to action as opposed to promoting an activist mentality) via allyship education. Swedish vodka brand Absolut has launched guides for both LGBTQ+ and non-LGBTQ+ audiences, while US cosmetics brand Nyx has revived its bewilderment-busting Allyship Quiz.

Media Brands’ (Radio, Film & TV) Clever Curation Re-Energises Pride Content

Streaming platforms and radio broadcasters are evolving their Pride Month propositions via more expansive curatorial lenses. Highlights include Virgin Radio UK’s pop-up Pride station, Netflix’s broadening of the boundaries of LGBTQ+-influenced cinema, and British streaming platform Mubi’s countering of reductive ‘coming out’ tropes.