Live events had been on hiatus since the pandemic took over in 2020. Last month, Pride 2022’s impact was twofold, with pent up desire to celebrate the LGBTQ+ community and being together again in-person. To find out how Pride played out on social media, Ipsos Canada experts tracked online conversations related to the event in Synthesio’s AI-enabled consumer intelligence platform. Here’s what we found:
People were ready to get back to celebrating Pride at levels not seen since the before earliest days of the COVID-19 pandemic, as evidenced by the volume of recent social conversation:
The anticipation and build-up to live Pride events, such as the world-renowned Toronto Pride Parade (amongst others), was clearly seen through social hashtag properties association in the online discussion around the event:
“I can’t wait to go to pride with my boyfriend this weekend!! 🏳️🌈💖 #boyfriend #Gay #PrideMonth”
“I am so excited for this weekend!!! HAPPY PRIDE BABYYYYYYY”
“Im going to my first pride parade on saturday im so excited AHHHHH”
The focus of the parade this year was around celebrating the community in-person and re-discovering one’s place within that community. After two years of absence, there is jubilation from people looking to connect.
Social conversation tells us there is happiness in being in-person with those people identify with, and around the idea that people are in a place that they can learn and grow within the LGBTQ+ community.
“This is my first time joining pride parade y’all and I’ll never gonna forget this. I can say that i’m much more proud to identify myself as the way i want so as you. ❤️ #happypridemonth 🌈 #pridemonth”
“One of the most important reasons why #Pride matters is to ensure that queer youth feel supported – their parents, families, and educators all have critical roles in creating safe and inclusive spaces for #2SLGBTQ kids to learn and thrive 🌈 @OSSTF @ETFOeducators @torontoPFLAG”
“It’s where we find ourselves’: LGBTQ community eager for return of Pride events, parties [“Pride festival weekend now underway in Toronto and community members say they are ready to celebrate”
“Happy Friday day of summer! 💛 #SummerVibes and we’re coming up to the #TorontoPride parade this Sunday! 🌈 we’re happy to see it return after 2 years!”
Pride represents a time for people within ALL communities to celebrate solidarity, collectivity, and identity as well as resistance to discrimination and violence. With the pandemic at its end, it’s a wonderful time to once against interact with the LGBTQ+ community in-person through celebration and learn more – regardless of how one identifies. It is also important to remember that rejoicing LGBTQ+ shouldn’t be limited to one event – or even one month of the year. Love (always) wins.
Want to learn more about how social intelligence can help you track global events, trends, and consumer behaviors? Request a demo with one of our experts.
