Macy’s rolls out Trevor Project partnership for Pride Month - Brand Innovators

Macy’s rolls out Trevor Project partnership for Pride Month

  • Macy’s is continuing its longtime partnership with The Trevor Project, a leading suicide prevention organization for LGBTQ+ youth to celebrate Pride Month this June. This year’s activation will include a round-up donation campaign in-store and online. 
  • In addition to the donation campaign, Macy’s Inc. nameplates, including Macy’s, Bloomingdale’s and Bluemercury will highlight LGBTQ+ founded and designed brands by showcasing product and unique brand stories through online shopping events. 
  • The campaign also includes a video PSA “Styles of Pride” that depicts LGBTQ+ youth telling their stories of self-acceptance and finding the acceptance of others and how that acceptance has enabled them to express themselves. 

Since 2019, Macy’s has raised more than $6.2 million for The Trevor Project, which helps LGBTQ+ youth with resources including 24/7 crisis services, public education, research, advocacy, peer support and more. The partnership is part of the brand’s “Mission Every One” program, which promotes LGBTQ+-owned, founded and designed brands, support Pride events and foster partnerships with other organizations. 

“Our longstanding partnership with The Trevor Project supports LGBTQ+ youth through access to lifesaving counseling services and uplifting PSAs that encourage young people to live their truth and embrace their authentic selves,” said Bobby Amirshahi, Macy’s, Inc. SVP and head of corporate communications, social impact, and government & public affairs, in a statement.

Among the brands that will be featured across Macy’s Inc.’s nameplates are House of Bo, Jonathan Simkhai, L’Objet and Onia at Bloomingdales; Atwater, Lafco, Mara and Ogee (at Bluemercury), and Dai Moda, Earth’s Nectar, Michael Aram and Non-Gender Specific (at Macy’s). 

In addition to the round-up campaign and the online and in-store support, Macy’s Live will broadcast an exclusive LifeStyle episode on June 6, spotlighting the stories behind LGBTQ+ brands, and the theme of “Pride and Joy” will be on display in Macy’s windows and Pride marches in markets nationwide, including New York City, Boston, Chicago, Philadelphia and San Francisco. 

Last year, many brands took a more muted approach to their Pride Month-themed marketing for fear of backlash from right-wing groups and conservative consumers. The furor started when Bud Light partnered with transgender influencer Dylan Mulvaney, which led to conservative media outlets and personalities proclaiming a boycott of the product. Other companies, including Target, North Face and Adidas encountered similar backlash in the weeks running up to 2023’s Pride Month for featuring trans-friendly summer clothing in their advertising and merchandising.