If you walked along Bangkok's main streets last month, you likely saw retailers displaying Pride flags in their storefronts and decorating their facades with rainbow banners during Pride Month.
On social media, many Thai and international companies typically celebrate Pride Month by changing their profile pictures, adding rainbow stripes or even adapting their logos to show support for the LGBTQ+ community.
Pride parades in Bangkok have received growing media attention and broader public recognition over the past five years. Hundreds of thousands of people now participate in these celebrations, joined by companies, politicians and online influencers.
However, some social media users noted this year the celebrations appeared more subdued than in previous years. Others observed fewer brands changed their social media profiles or launched Pride-themed campaigns.
Did Thai companies scale back their Pride campaigns? Did corporate support for LGBTQ+ initiatives change, and did a shifting political environment affect brands in Thailand?
PRIDE UNDER PRESSURE
As right-wing political movements gain momentum in several countries, questions have emerged over whether Western brands will follow the shifting political winds by scaling back their public support for the LGBTQ+ community, including in Thailand.
Chanettee Tinnam, a lecturer in the Mass Communication Department at Chulalongkorn University, said she thinks the policies of Donald Trump's administration are unlikely to shape how private companies in Thailand address LGBTQ+ issues.
However, she said these policies have affected civil society organisations, particularly those involved in human rights and LGBTQ+-related programmes.
Ms Chanettee said the apparent decline in private-sector support for LGBTQ+ activities in Thailand during Pride Month this year could be due to companies tightening their budgets amid growing economic uncertainty caused by the Middle East war.
If budget cuts occur, she said the key question is how companies choose where to reduce their corporate social responsibility (CSR) spending.
"If LGBTQ+-related initiatives are among the first to be cut while other CSR programmes remain, it is important to understand the reasons behind those decisions," said Ms Chanettee.
Asst Prof Ake Pattaratanakun, president of the Marketing Association of Thailand, said global political shifts are unlikely to have a major impact on companies operating in Thailand.
International companies are not the main drivers of Pride Month activities in Thailand, he noted, as many local and Asian brands take the lead.
In fact, some international brands that operate here adapt their marketing activities to suit the local market, said Asst Prof Ake.
NO RAINBOW-WASHING
Ms Chanettee said LGBTQ+ rights advocacy groups have questioned the role of the business sector.
They do not want the recognition of Pride Month -- won through years of social activism and the fight for equal rights, while providing a space for people to express their pride -- to be reduced to a commercial product, she said.
Brands were not always part of the fight for equal rights, but if companies choose to support the community now, that support should be genuine, noted Ms Chanettee.
She said if businesses truly support the community, they should stand with it on issues still being debated, not just on causes that already have broad public approval.
For companies looking to engage with LGBTQ+ issues, it is crucial to have strong internal policies that promote equality and inclusion, said Ms Chanettee.
Human resources management should embrace diversity, and workplaces should be inclusive, safe and supportive for everyone.
Younger generations often assess a company's values and its commitment to the LGBTQ+ community, said Asst Prof Ake. They question whether companies are simply "rainbow-washing", such as displaying flags during Pride Month and not advocating throughout the year.
Another common question is whether displaying Pride flags is backed by meaningful workplace policies and benefits for LGBTQ+ staff, he noted. Are these marketing campaigns just symbolic, or do they actually address genuine issues?
"The younger generation cares deeply about substantive commitment to LGBTQ+ equality, not just symbolic support," said Asst Prof Ake.
Many younger people are broadening the conversation beyond gender and sexual orientation, recognising a wide range of diverse relationships. He said some of his students believe companies should reconsider how employee benefits are defined.
The students said two people who live together as lifelong "best friends forever", caring for each other through illness and old age, though they are not romantic partners, should be entitled to workplace benefits. In addition to legally recognised spouses and partners, the benefits should be extended to other forms of long-term caregiving relationships, noted the students.
FROM SYMBOL TO SUBSTANCE
While some social media users observed that fewer brands updated their profiles during Pride Month, Asst Prof Ake interprets this as a positive shift.
Activities related to the LGBTQ+ community are moving beyond surface symbolism, such as displaying Pride flags, and focusing more on genuine advocacy and core values, he noted.
From a marketing perspective, more companies are prioritising inclusive workplaces where career advancement depends on employees' abilities and performance, not gender or gender identity, said Asst Prof Ake.
Brands in Thailand are now more thoughtful in crafting their marketing campaigns and pay closer attention to the language they use in their communications.
He said budgets for purely symbolic marketing campaigns are expected to continue declining, a trend he sees as positive.
"I think we've moved beyond Pride Month. Now, it's about celebrating Pride every month," said Asst Prof Ake.
DISTINCTIVE MESSAGING
Equality has become the new standard for companies, embedding the word into every aspect of business operations as it is now considered a best practice, he noted.
Brands can still pursue both symbolic and substantive marketing strategies, but to be effective they must distinguish themselves from competitors.
To communicate these values, companies can leverage testimonials, encouraging employees to share their real workplace experiences and the benefits they receive, said Asst Prof Ake.
He cited Srichand as an example of a company taking substantive action. The Thai cosmetics brand offers compassionate leave following the loss of a loved one, including family members and pets, and provides paid leave for employees undergoing gender-affirming surgery.
Companies can also highlight their workplace culture at job fairs, emphasising their commitment to diversity and inclusion, noted Asst Prof Ake. This effort not only strengthens the company's image, but also helps attract and retain talented employees.
