This June, Macy’s continues its commitment to the LGBTQ community with a give back campaign benefitting The Trevor Project, a non-profit supporting LGBTQ youth, helping to fund its suicide prevention and crisis intervention services
In support of the company’s year-round commitment to amplify diverse businesses, Macy’s will also spotlight Pride-themed products from LGTBQ-owned brands, including The Phluid Project
New York, NY – June 1, 2023 – This June, Macy’s spotlights its long-standing commitment and ongoing support of the LGBTQ community through Pride + Joy, the company’s National LGBTQ Pride Month celebration. As part of the brand’s social purpose platform, Mission Every One, from June 1 through June 30, Macy’s will launch an in-store round-up and online donation campaign to benefit The Trevor Project, the leading suicide prevention organization for LGBTQ young people. Funds raised will contribute to a wide range of services that support LGBTQ youth nationwide, including crisis services, public education, advocacy, research, peer support, and more. Additionally, Macy’s will also showcase exclusive Pride-themed product from LGBTQ-owned brands, support local Pride parades and host special activities at select locations nationwide.
“This June, Macy’s commitment to building a brighter future with bold representation for our customers, colleagues, and communities will be showcased by our LGBTQ representation efforts in celebration of Pride month,” said Shawn Outler, Macy’s chief diversity, equity, and inclusion officer. “For more than a decade we’ve been focused on advancing access to critical services, advocacy, and inclusivity for the LGBTQ community. Our partnership with The Trevor Project to support youth mental health, and valued relationships with organizations like the Human Rights Campaign help empower members of the LGBTQ community to be their authentic selves, not only during Pride but year-round.”
Community Give Back
Mission Every One directs the company’s social impact work to the causes and communities that help shape a brighter future for all, breaking down barriers to equity and representation and empowering young people. In celebration of Pride Month, Macy’s continues its impactful partnership with The Trevor Project, a U.S. and Mexico-based non-profit, that serves as the leading suicide prevention and crisis intervention organization for LGBTQ young people.
Between June 1 and June 30, Macy’s and The Trevor Project will celebrate Pride Month and champion the positive impact of mental health support by hosting a charitable donation campaign. Funding will support The Trevor Project’s life-saving programs, including but not limited to its 24/7 crisis services support across phone, text, and web chat. In addition to its crisis services, the donation campaign will also support The Trevor Project’s programs designed to help prevent LGBTQ young people from entering a crisis, such as its advocacy and research efforts.
Throughout the month, customers can donate online or round-up their in-store purchase amount and donate the extra change, up to $0.99, to The Trevor Project. Since 2019, this charitable giving campaign has raised over $5 million, empowering The Trevor Project to spend over 118,000 minutes providing LGBTQ young people with specialized counseling available 24/7 via phone, text, and chat.
“The consistent, generous dedication that Macy’s has shown for The Trevor Project’s mission directly supports our work to end suicide among LGBTQ young people,” said Amanda Ryan-Smith, Chief Development Officer at The Trevor Project. “As we face an exceedingly tense and difficult time for LGBTQ young people in the U.S., we are so appreciative to Macy’s for proactively standing up alongside us to be a voice of support and affirmation for LGBTQ young people everywhere. The way Macy’s supports the LGBTQ community is a model for how other corporations should show up.”
Alongside this year’s campaign, The Trevor Project created a special PSA that explores the powerful connection between style and self-expression.
Styles of Pride
This June, as part of Macy’s commitment to fuel accelerated growth and amplify diverse-owned brands, select LGBTQ-owned brands and product will be highlighted in-store and online via macys.com, in marketing and on Macy’s social channels.
In celebration of Pride Month, Macy’s Mission Every One pavilions will feature exclusive product from The Phluid Project in 365 stores nationwide. The Phluid Project is a revolutionary brand focused on making gender-free apparel and accessories available nationwide by rejecting binary gender norms and encouraging individuals to wear what makes them feel good and reflect who they are on the inside. Featured product will also be showcased online alongside fellow LGBTQ-owned brands as part of Macy’s ongoing Pride + Joy celebrations via macys.com/purpose.
Additional LGBTQ-owned brands featured this June include:
- Dilworth Coffee, a Charlotte-based coffee distributor that specializes in custom roasting ethically sourced coffee.
- Earth’s Nectar, a natural hair care brand that specializes in vegan friendly and salon quality products.
- Michael Aram, a line of luxury jewelry, home goods, and décor, created by award-winning Armenian artist, Michael Aram.
- Non Gender Specific, a leading gender-neutral beauty brand that specializes in botanical-rich, vegan and cruelty-free multi-correctional formulas.
- Reza Be Obsessed, a line of luxury hair products, created by Reza Farahan, with indulgent ingredients like gold, champagne, and crushed diamonds.
In addition, “Macy’s Live” will host a live shopping event on June 1, highlighting an array of LGBTQ-owned businesses, co-hosted by Rob Smith, founder of The Phluid Project.
Pride + Joy will also be on display in select Macy’s windows across the country during the month of June. From June 1 to 30, Macy’s downtown stores in Boston, Chicago, New York City, Philadelphia, San Francisco, and Washington D.C. will feature whimsical, bright, imaginative displays celebrating Pride Month.
Allies for a Brighter Future
This year, as communities nationwide celebrate Pride Month, Macy’s will support 25 parades and local activations across the country, including New York City’s Heritage of Pride March, on June 25.
For more information on local experiences please visit macys.com/purpose.
In addition to The Trevor Project, Macy’s will continue to support the LGBTQ community through its longtime commitment to various nationwide and local organizations focused on education, economic development, and social justice. This includes providing grants to a variety of organizations like the Ali Forney Center, Fractured Atlas,Hetrick Martin Institute, Human Rights Campaign, Latino Commission on AIDS, National Center for Transgender Equality, NYC Pride, Out in Tech Inc., PFLAG National, Transgender Legal Defense and Education Fund, and TransNewYork Inc.
Representation and inclusion are ingrained into Macy’s culture by the company’s Pride Colleague Resource Group (CRG). Serving as a core resource for LGBTQ colleagues and allies at Macy’s, the Pride CRG works to increase LGBTQ cultural awareness to foster an environment of inclusion for all Macy’s employees through networking and mentorship opportunities.
This June, Pride CRG colleagues will host an array of colleague facing Pride Month events, including drag bingo benefitting The Trevor Project; a Lunch and Learn co-hosted with The Trevor Project; a session co-hosted with The Workshop at Macy’s, the brand's retail accelerator program, to speak with LGBTQ entrepreneurs who have graduated the program.
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About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation’s largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy’s delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy’s gives customers even more ways to shop and own their style through an off-price assortment at Macy’s Backstage and at our highly curated and smaller store format, Market by Macy’s. Each year, Macy’s provides millions with unforgettable experiences through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We’re guided by our purpose—to create a brighter future with bold representation that empowers more voice, choice, and ownership for our colleagues, customers, and communities.
About The Trevor Project
The Trevor Project is the leading organization working to end suicide among LGBTQ young people in the U.S. and beyond. The nonprofit operates several programs to help prevent and respond to the public health crisis of suicide among LGBTQ young people, including 24/7 free crisis services, innovative research, advocacy, public education, and peer support.
Macy’s External Communications
Christine Olver Nealon/Ryan Gannon,Communications@macys.com