How To Utilise Your Packaging To Support A Cause

Estimated reading time: 3 min
Black aluminium bottle packaging with multiple colours in background

LGBTQ+ history month is a time dedicated to remembering the challenges that people who are part of this community have endured over the past hundred years. Many businesses are eager to do what they can to show their support and dedication to causes such as this throughout the year.

One of the best ways to do this is with packaging. Product packaging is the first chance you have to make the right impression with your company. You can use packaging design to send a message of support, empowerment or inspiration.

To explore this idea further, let’s look at some of the most iconic packaging designs that have been used to support the LGBTQ+ community.

The symbol of the LGBTQ+ community is the rainbow flag. Immediately, this lends itself to some unique and spectacular design possibilities. Businesses can support a cause while also making their packaging more bright, colourful and eye-catching. Or, alternatively go in the complete opposite direction.


Arguably one of the well-known examples of social cause packaging was designed for Skittles. The brand faced a clear challenge in 2020 when deciding how to use their packaging to support the LGBTQ+ community for Pride.

As a brand Skittles is unbreakably linked to imagery of rainbows. It’s even in the company’s tag line.

The company created an ingenious marketing campaign by removing the colours from their packaging, leaving behind a dull, grey and white image. The sweets were manufactured in a white shell as well.

In doing so, the business created an eye-catching design while invoking a powerful message:

Only one rainbow matters


In 2022, Xbox released a special edition of their signature controller. However, instead of simply designing the packaging and the product with one rainbow design, the brand went further. Microsoft incorporated over 30 LGBTQIA community flags to celebrate intersectionality as well as unity.

This took a considerable amount of time and research with the original pitch for the product dating back to 2019 - the 50th anniversary of the Stonewall Riots.

NYX Cosmetics

NYX created cosmetic packaging that was focused on promoting gender fluidity. The brand aimed to promote the message that makeup has no gender and people should be allowed to promote and express their own beauty however they like. The brand used a series of authentic online creators and influencers to promote the products and gained viral attention.

These are just three examples of how brands have shown their support for the LGBTQ+ community. While these brand campaigns are commonly run throughout Pride month in June, it is important to be aware that support shouldn’t be confined to one part of the year.

It is also worth thinking about how a business can go beyond marketing when supporting these communities. A colourful label or print can send a clear, strong message. However, it may come across as disingenuous if it is not followed by real action.

How Can Business Owners Bring Change?

Companies can voice their support for communities and movements, orchestrate fundraising campaigns, or set an example in terms of equality and inclusion.

We hope that you have found this article informative and enlightening. Are you eager to show your support for a social cause with the right metal or cardboard packaging? At Tinware we can help you do this with beautifully designed labels or bespoke packaging perfect for your marketing strategy. Get in touch today to learn more.

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