'So much at stake': Coach Myke Celis on the complexities of Pride marketing in PH

Every June, brand logos bloom in rainbow hues. But in the Philippines, the story behind Pride marketing is more layered than a colour gradient.

According to celebrity life coach and former advertising executive Myke Celis (pictured), representation in Philippine marketing has become more inclusive in recent years. "Brands try to represent every aspect of the LGBTQIA+ accordingly as they do away with stereotypes and predictable storylines," he told MARKETING-INTERACTIVE.

A 2019 report found that approximately 73% of Filipinos believe homosexuality should be accepted by society - reflecting a broadly supportive public attitude, especially in comparison to other Asian countries. That openness has gradually made its way into brand activity, as companies become more willing to feature queer narratives.

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Importantly, many are also beginning to do the internal work: listening, learning, and shifting away from romanticised portrayals to more grounded ones. With his platform across media and 15 years of experience in marketing and advertising, Celis himself has become a strong advocate for authentic representation in brand storytelling.

However, Celis - who co-hosts Usapang W.A.W. (Wellness and Wellbeing) on PTV 4's morning show Rise and Shine Pilipinas - remains clear-eyed about the challenges that remain.

Still cautious, still tiptoeing

Pride messaging, Celis explained, remains an evolving process in the market. Even in a culture widely perceived as queer-friendly, some audiences continue to view LGBTQIA+ content through personal biases and inherited lenses.

"You can't really please everyone," he said. "Each one has their own experiences about the LGBTQIA+ community that define their reactions toward the ads they see. While there is openness to new ideas to some extent, there are still people who do not receive the key messages well, again, based on the lens they chose to see them."

Despite broad support for LGBTQIA+ inclusion in marketing, brands tread carefully in a country where religion still shapes public sentiment. The SOGIE Equality Bill's long delay reflects this cultural pushback.

Some brands still approach Pride with either excessive caution or superficial flair, Celis said. "It's quite saddening that some big brands no longer have their Pride edition lines," Celis noted, referencing the absence of once-bold efforts from leading footwear labels.

"Pride isn't just about having rainbow flags or greeting everyone 'Happy Pride'. It goes beyond the exclusive pop-up discounts too. It's all about taking a stand, and that, I feel, is still a work in progress," he said.

American pullback, local fallout

Brands in the US are visibly pulling back on public Pride support due to political pressure, and some Filipino organisations that depended on their sponsorships are now seeing the ripple effect.

A Gravity Research poll of Fortune 500 and Global 1000 executives reveals that 39% of companies plan to scale down Pride-related engagement this year, with none planning to increase them. The shift is largely driven by concerns over conservative backlash, particularly linked to the Trump administration and GOP activism.

Celis cited his first-hand experience with the Culture and the Arts Managers of the Philippines (CAMP) Pag-Ayo, a non-governmental organisation that advocates for LGBTQIA+ rights through the arts. "They used to have a lot of brand sponsorships from various US organisations, but that all changed," he said.

"More than the sponsorships, I think what got me more concerned was the fact that people were losing jobs because of this," Celis added. CAMP Pag-Ayo works to reduce stigma against marginalised groups - LGBTQIA+, PLHIV, and those with mental health conditions - through creative, community-driven initiatives led by artists, advocates, and volunteers.

Moreover, earlier this year, the suspension of US foreign aid under Trump's directive put 39 development projects in the Philippines on hold - including critical health and HIV initiatives supporting marginalised LGBTQIA+ communities. This is further compounded by the findings that LGBTQIA+ Filipinos are twice as likely to be underemployed and three times more likely to hold vulnerable jobs.

"Brands and organisations should realise that the real battle goes beyond Pride month and so much is at stake," Celis emphasised.

Hope is in the air

However, there's hope that the rising Gen Z workforce - more open-minded and socially conscious - could reshape the landscape.

"Just thankful that people now are going the extra mile to actually learn about the true struggles, needs, and wants of the members of the LGBTQIA+ community," Celis said. "This helps the general public in embracing the community more, as they become more aware of what truly happens (and those which don't, too)."

If brands want to build a lasting connection with the LGBTQIA+ community, Celis argued, they need to involve them from the start - not just as campaign visuals, but in the actual ideation. "It's not just thinking about what might work based on assumptions and trends, but rather creating powerful, transformative material anchored on the very core of the community it wants to represent."

And yes, audiences can tell when it's just a rainbow-tinted afterthought. Authenticity, Celis added, is felt in the storytelling, in the emotional relatability, and in whether the message lives on after June ends. Celis believes brands should think beyond just one-off gestures. "Do your research. Interview actual members of the LGBTQIA+ community. Listen to them. You don't need actors to portray their story - let them take the lead as they are."

Campaigns that do this well, such as Lazada's #PrideForGood or TikTok's #PrideTogether, stand out for their simplicity and authenticity. "They showcased different members of the LGBTQIA+ community and allowed them to share their stories," he recalled.

At its best, Pride marketing isn't just about visibility - it's about validation. And that, Celis noted, builds brand loyalty in ways that metrics alone cannot.

"The more inclusive a brand is, the more people gravitate towards it. Emotions sell, and everyone has them."

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