I'm on the right track, baby, I was born this way." The crowd at the 2018 Boston Pride Parade cheered and sang as Lady Gaga came out of the float's speakers. "Born This Way" seemed like the anthem everyone had been waiting for when it was released in 2011, a catchy ballad celebrating diversity and acceptance. Now, in 2018, just three years after the United States buy email list Supreme Court ruled in favor of same-sex marriage rights, the message is just as powerful. As the float passed, the excitement and energy of the crowd was felt from Boylston to the North End.
Rainbow confetti, flags and cheering signs were flying high for all to see. The float that played music and drew cheers was made up of gay and trans youth buy email list marching in support of a local homeless shelter. The performers were young, the signs and shirts were homemade, and yet the crowd's enthusiasm was as if they were looking at Gaga herself. After the shelter's fantastic display of community, acceptance and inclusion, a float is sponsored by a leading Boston-area business. As a big brand with a big budget, the Rider Army had no shortage of loot to throw in the crowd, and each Rider sported a professionally printed Pride-themed t-shirt.
The response to this attraction was a major buy email list contrast to its smaller, homemade predecessor. There was a noticeable drop in energy from the public, who may have perceived these displays as a less thoughtful or authentic version of what a Pride tank should represent. This is not to say that the companies and participants were not appreciated and celebrated by the community,So what can brands learn from these Pride artists about what genuine, genuine community engagement looks like