One thing I really enjoy about Bang & Olufsen as a brand is their inclusion of  the non-heteronormative dialogue that has finally been gaining positive momentum in mainstream culture. They are sharing the stories of real life people in very matter of fact way. I love how effortless and genuine their thinking is; there isn’t a big to-do about it, it’s just natural.

Bang & Olufsen approach their marketing in a fresh, modern way of thinking. They bring a common, everyday tone that doesn’t boast anything they aren’t already known for. They also don’t ‘pride’ themselves too much. 

Other major brands and retailers should take note and adopt a similar strategy. Instead of hopping on the gay pride bandwagon (as so many brands have done this year) by slapping on a rainbow on a product or just using its colors for convenient placement. 

I suspect the current fad and trying to cash in on the hype will only last the month of June. Only acknowledging a specific community for one month out of the year is just a bit condescending to me. We are not just a holiday, we are everyday.  

Bang & Olufsen have, whether intentional or not (but my guess it was intentional), have charmingly evoked what might not be a normal lifestyle for most, but is normal for a fair amount of the population. 

By featuring a neutral tone on gender and sexuality, they’ve made it a non-thing, they’ve made it a people thing. They have aimed the focus on style, design, and beauty. It’s inclusive and endearing. 

My only criticism would be to include more people of color. Though being a brand from Denmark, I can only assume this is most likely the reasoning for not doing so.