"The fear of a shitstorm should never be stronger than the knowledge that you are doing the right thing"

Companies that think beyond June show: These colors - and our values - don't fade. Attitude starts with culture, not campaigns. What do brands need now? Less PR, more empowerment. And an understanding of why cultural marketing is the key to true relevance.

Pride month

June is Pride month. The time of year when the LGBTAQI+ community is celebrated. But Pride is not a party. Pride is an uprising against discrimination, a fight for equality, visibility and belonging. It's not about rainbows, it's about support. Diversity is not a seasonal marketing stunt, but a cultural imperative - and a business case. Just a few years ago, allyship was taken for granted, but today the shine seems to be fading. Was it all just pinkwashing? Hopefully not.

Representation must not take a back seat. It is not a political statement, but reality. It shows uniqueness - and what unites us. Diversity is not controversial, it is human. Anyone who feels that showing women kissing is "courageous" should examine their own attitude. It's not about provocation, it's about visibility. About values. About reality. The T-shirt designed by Connes Ives also draws attention to this, which nobody can avoid at the moment: "Protect the dolls" - a slogan that refers to the threat to trans people. This particularly vulnerable group of the LGBTQAI+ community is exemplary of the declining support for queer realities in society and politics, as well as from brands.

No community building without attitude. If people don't find a mirror in advertising, they feel invisible. Decision-makers need to understand: Diversity is more than gender or origin. It is a kaleidoscope of - among other things - sexualities, skin colors, religions, ages, body shapes, neurodiversity. Showing marginalized faces does more than attract attention: role models. They create a sense of belonging, strengthen self-esteem and customer loyalty.

This is where cultural marketing comes in. Value-driven communication with added value for many, real stories, long-term relevance. A feeling, a vibe, a connection is sold. The product is no longer forced to take center stage, the brand and offer can shine authentically - and generate profits. Cultural marketing combines social trends with economic activity. This does not create short-term effects, but long-term relationships - with communities, target groups and movements. Those who understand cultural dynamics can credibly embody diversity.

But diversity doesn't just belong in June. I keep hearing from my network: "In May, the inquiries pile up, from late summer onwards there is radio silence." A strategic mistake. We rely on long-term partner relationships. Also in an advisory capacity in the background. Those who listen grow. Those who only perform stagnate. Performative support remains hollow. A Pride post here, a hashtag there - but the corporate culture remains homogeneous? The audience notices. Without substance, every rainbow becomes a shell.

Time and time again, authentic, diverse campaigns perform better. Because our world is colorful. Those who sell gray miss out on the zeitgeist and, above all, the future. Where perspectives collide, relevance is created. Yes, this sometimes requires a little more courage - but above all leadership that is not afraid of friction. In times when a rainbow triggers debates, attitude is needed. Being Ally still means reaching out and exemplifying values. In front of, behind and next to the camera. In barrier-free spaces, diverse teams, with real goals. Change starts from within. Decision-makers shape images, discourse and markets. Every decision is a statement.

So what can we say in conclusion? Keep going - or finally get started. Be loud, build diverse teams, listen to young voices, promote further training and external expertise, trust in humanity and value-driven communication. The fear of a shitstorm should never be louder than the knowledge that you are doing the right thing. Diversity is not a trend. It is what remains. Brands that understand this are shaping the future.

Maurice Moe Endres, Cultural Marketing Director at Serviceplan Culture, is the expert for the seamless integration of Gen Z marketing, zeitgeist and culture for brands that want to stand out from the crowd and deliver added value for their communities through storytelling, artist and talent partnerships, culturally relevant campaigns, brand experiences, social media and IRL activations.