Beyond rainbows: How HK brands embrace authentic LGBTQ+ support

Pride 2025 is in full swing this June in Hong Kong, featuring lively global parades and brand initiatives, and musical performances celebrating LGBTQ+ rights. It's a vibrant time of community spirit and joy.

For example, Grand Hyatt Hong Kong, part of Hyatt, has collaborated with M·A·C Cosmetics to create a Pride-inspired rainbow cake. Hyatt Regency Hong Kong, Tsim Sha Tsui, is celebrating with a rainbow installation, while Hyatt Centric Victoria Harbour Hong Kong has featured a rainbow pool wall and hosted a Draglicious Pride brunch.

The hotel group is proud to celebrate Pride Month, with its colleagues bringing to life the brand’s purpose of caring for people so they can be their best and creating spaces where everyone feels seen, safe, and supported, according to Tammy Ng, vice president of marketing, APAC, Hyatt. She added:

At Hyatt, care and respect are at the heart of our business as we welcome people from all walks of life into our hotels.

Supporting LGBTQ+ communities beyond campaigns

Beyond campaigns, brands in Hong Kong also explore new ways to lend their support to the LGBTQ+ communities. On the agency front, Jennifer Tse, social media director, Havas Hong Kong, said the foundation must come from internal corporate operations, grounded in a clear commitment to diversity. She said: 

The best way to start is through fostering inclusive workplaces.

This also signals to consumers that the brand’s commitment is genuine and consistent, rather than just “rainbow-washing”, which refers to corporations profiting socially and financially by selling LGBTQ-themed products without offering real support to the community, she added.

An example of a brand promoting an inclusive workplace is Generali Hong Kong, which hosted a panel discussion on LGBTQI+ inclusion and mental wellbeing during Pride Month 2025, as part of its commitment to inclusivity. Panelists shared insights and experiences to help staff understand the unique needs of the community, including those of transgender individuals.

The learning session reflects Generali’s belief in embracing a diverse workforce to better reflect and serve its customers, fostering a culture where everyone can thrive while also advocating for gender equity, disability inclusion, neurodiversity, and support for underrepresented communities beyond just LGBTQI+, said Cecilia Chang, chief executive officer of Generali Hong Kong and sponsor of Generali’s employee resource group (ERG) “WE PROUD”. 

At the heart of this is a belief that diversity, equity and inclusion (DEI) are not only the right thing to do, but also essential to unlocking talent and delivering lasting excellence. [...] These conversations are more than symbolic, they reflect our belief that inclusion is a shared, continuous journey.

Going beyond Pride Month, Generali Hong Kong also launches year-round initiatives that promote visibility, mental wellbeing, and inclusive practices both within the organisation and across society, according to Ady Law, chief distribution and marketing officer, Generali Hong Kong. For example, Generali sponsored two major events for LGBTQIA+ mental health in 2025, alongside supporting Pink Dot Hong Kong and collaborating with TWGHs Pride Line to promote their 24/7 LGBTQI+ mental health hotline.

These efforts reflect Generali’s commitment to its three-year strategy, “Lifetime Partner 27: Driving Excellence”, aimed at fostering a society where everyone feels respected, empowered, and supported year-round, said Law. 

Concerns about backlash when launching LGBTQ+-focused advertising

Despite growing grassroots support for LGBTQ+ rights, resistance from conservative segments of society persists, particularly in political arenas. In 2023, when the first Gay Games in Asia was held in Hong Kong, it encountered political backlash from conservative lawmakers, some of whom even initiated an "Anti-Gay Games in Hong Kong Petition," claiming it posed a national security risk. In moments such as these, marketers need to act with courage and authenticity, said Havas’ Tse.

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This is especially important as brands navigate the challenges of LGBTQ+ representation culturally. DEI should not be a marketing campaign, but a long-term, sustainable commitment to people, progress, and building a better future for all, said Generali’s Chang. 

“While we are mindful of the cultural context in Hong Kong and the region, our stance on DEI is firm and consistent. Being a Lifetime Partner means staying true to our core values, even when it means challenging social norms or expectations,” she added. 

Chang cited Generali’s employee resource group, WE PROUD, as an example of its commitment. This year, the organisation is showing solidarity with the LGBTQI+ community in cities such as Vienna, Zurich, Milan, Paris, Cologne, Luxembourg, Bratislava, Prague, and Enniskillen, culminating in Hong Kong’s Pink Dot 2025.

“We understand that change takes time, but meaningful progress begins with being responsible, and true to our values. By aligning our external presence with our internal culture, we continue building trust, not just with our customers and employees, but with the communities we serve,” she added.

Amplifying voices in social media

To authentically support the LGBTQ+ community, brands can also collaborate with LGBTQ+ creators who champion inclusivity, said Havas’ Tse. She added: 

These creators can co-create content or participate in brand events, amplifying LGBTQ+ visibility in Hong Kong’s digital spaces.

In the social media landscape, there are more brand partnerships with LGBTQ+ creators as marketers are recognising that LGBTQ+ creators can resonate with their target audiences Gen Z and Millennials, according to Tse. In fact, Gen Zers (17% on average across 26 countries) are the most likely generation to identify as part of the LGBT+ community, followed by Millennials at 11%, according to Ipsos. 

Collaborating with LGBTQ+ creators can help amplify visibility and create authentic connections with diverse audiences, said Havas' Tse. "Additionally, adopting gender-neutral language in marketing materials can promote a more inclusive representation," she added. 

By aligning their internal values with external actions, brands can demonstrate a true commitment to supporting LGBTQ+ communities.

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