What started as a small community event in Amsterdam has grown into a globally recognized multi day festival celebrating the LGBTQ+ community. Today, Pride Amsterdam is literally the pride of the city. The Pride Amsterdam brand case study is a master class in how to move with the times, and how to be flexible and inclusive while staying true to your values. The organization has been extremely successful in building allyship way beyond its own community. Banks, chocolate companies, and even the Dutch military clammer to get a boat on the event’s iconic canal parade.

Off the top of your head, can you name one strong LGBTQ+ brand? Neither could we. Of course, there are plenty of LGBTQ+ owned companies to choose from. But few of them have achieved a position of prominence yet outside the community.

Last year, we were asked to train participants for an LGBTQ+ incubator program. We needed a case study to teach, but we couldn't think of any examples. It was confronting and telling. Turns out, it was sitting right under our noses: Pride Amsterdam. More than just colorful parades, Pride Amsterdam has built a strong brand identity. It brings together everyone—from the LGBTQ+ community to all Dutch residents and visitors, and businesses big and small— united for a common goal: celebrating love and identity, promoting equality, and welcoming everyone.

We’re now sharing this brand case study with the world.

What can brands learn from Pride Amsterdam?

The case of Pride Amsterdam invites us to learn how we can project our visions for change through brand to rally supporters and allies to our causes. In the face of resistance, it serves as a champion for those working in social justice, even when the odds seem stacked against us.

Pride Amsterdam is an example for us all on the power of flexibility, adaptation and embracing diversity. Their story emphasizes the importance of how brands can evolve to connect with diverse audiences effectively.

The success of Pride Amsterdam stems from its inclusive approach and focus on creating joyous experiences. Who doesn’t want to have fun at a colorful festival? By providing welcoming spaces for individuals to express themselves and stand for their beliefs, the impact of Pride extends beyond the LGBTQ+ community, fostering greater acceptance and respect.

No matter what industry, country, or market you are in, there is a lot to learn from the Pride Amsterdam brand.

It's not just a case study for queer brand builders. There is so much to learn here for ALL brand builders!

If you want to...
🧔‍♀️ move with the times
🤸‍♂️ be flexible and inclusive while staying true to your values
🕺 make a cause fun and attractive
💏 build allyship at scale
❌ prevent pink/green/woke washing?

You could learn a thing or two from Pride Amsterdam!

The story of Pride Amsterdam

Annually, Pride Amsterdam hosts remarkable events throughout the streets and canals of Amsterdam, serving as both a celebration of the LGBTQ+ community and a reflection of our evolving societies.

The festival continually evolves, expanding its programming to cater to diverse participants. It encourages individuals to embrace their identities without fear while welcoming allies to join the festivities, promoting inclusivity and acceptance.

The brand's approach provides valuable insights for organizations or movements seeking to mobilize communities and drive change. It emphasizes the importance of a central theme that resonates with the audience while fostering education, awareness and inclusivity.

Why do we need case studies of LGBTQ+ brands?

More than ever, in a world struggling to acclimate to the evolution of the LGBTQ+ community, Pride offers a chance for us to be seen and heard. It’s a platform to raise awareness, and even today, it’s a fight for freedom, a call to advocate for the repeal of backward laws, and, more importantly, a call for equal and basic human rights.

Recently, inclusivity and diversity have surged to the forefront of brand and business as crucial considerations and representation of the LGBTQ+ community is paramount. That’s a great thing. But like all things people touch, it comes with its challenges. One word— Pinkwashing.

This is why strong case studies of LGBTQ+ and conventional brands that get diversity and inclusion right are important. From them, we can gain insights into community-building and fostering inclusivity for our own brands and practices. These cases help us better understand how to cater to LGBTQ+ communities and also give us a glimpse into the challenges, victories, and strategies embraced by others.

Many of us want to learn how to practice authentic representation and foster genuine inclusivity in our marketing, products, and organizational culture beyond Pride Month. We want to learn how to take on ethical engagement during Pride Month and steer clear of pinkwashing or rainbow capitalism. This is the prevalent practice where brands exploit LGBTQ+ imagery and symbolism for profit, mostly during Pride Month, without genuine support for the community.

By studying ethical LGBTQ+ brands such as Pride Amsterdam, all brands can learn how to celebrate Pride Month authentically and responsibly, and avoid pinkwashing.

As a colorful bonus, LGBTQ+ case studies are a form of inclusivity and representation in themselves.

At Brand The Change, we, too, want to do our part to represent the community in our own way. By creating a case study of a queer brand, we can create a resource for LGBTQ+ entrepreneurs, influencers, and professionals navigating their own brand-building journeys.

Get the full case study

The 32-page case study contains:

• the 20+ year journey from a single local event to a global brand

• the one strong brand purpose that allows the organisation to move with the times

• the Pride brand strategy on a page

• an analysis of the entire brand, from purpose, to visual identity and verbal identity

• how Pride Amsterdam prevents its corporate partners from using the event for pinkwashing

• an analysis of the translation of the brand purpose to all experiences: from the famous canal pride event, to the brand ambassadors and the business club.

This case has been developed together with the Pride Amsterdam team.