While the gay and lesbian market has long been on Macy’s radar, the retailer is cranking up the volume on its efforts, scheduling in-store events, parade sponsorships and celebrations nationwide to celebrate Pride Month.
They’re calling their effort Pride + Joy, which includes a microsite, in-store fashion events with gay-friendly celebrities, ad support, special tribute windows in select stores, and gift registry booths for same-sex couples in key cities. It also includes sponsorship and employee participation in 16 Pride parades across the country — complete with 12-foot rainbow star balloons created just for the occasion.
Macy’s scores a perfect 100 on HRC’s Corporate Equality Index. The retailer has also donated more than $28 million towards HIV/AIDS research, education, and outreach over the past two decades.