Shoppers and viewers are turning to more personal Pride stories this year as dbPride, Deutsche Bank’s employee network, launches “When I Think of Home…”, a short campaign exploring belonging, chosen family, and why feeling at home often comes from people, not place. It matters because visibility and community still shape everyday safety and joy.

Essential Takeaways

  • Campaign focus: dbPride’s film centres on belonging and connection, not geography, and sits within Deutsche Bank’s broader Pride work.
  • 26th year: This season marks the 26th anniversary of dbPride’s programme, showing long-term employee engagement.
  • Community feel: The piece highlights chosen family and workplace groups as sites where queer people build home and safety.
  • Global context: dbPride’s timing ties to WorldPride Amsterdam 2026, underscoring cross-border solidarity and celebration.
  • Practical note: Watch the video on Deutsche Bank’s Pride hub , it’s short, quiet, and resonant, perfect for sharing at meetings or community gatherings.

A simple idea that lands: why “home” still moves people

The opening shot of the campaign feels intimate and warm, like overhearing someone tell a memory beside you. According to Deutsche Bank’s Pride hub, the film leans into the idea that home is more about the feeling of being recognised than a postal address. That’s resonant because, for many LGBTQ+ people, belonging has always been negotiated , through friends, through workplace groups, and through local communities. If you’ve ever found safety in a late-night phone call or a shared meal, the theme will land.

dbPride’s long game: why 26 years matters

Employee resource groups don’t spring up overnight, and dbPride reaching its 26th year shows sustained institutional support. That continuity matters in practical ways: mentoring networks, policy input, and visible allies in the company help change day-to-day experiences for staff. According to the dbPride hub, the campaign isn’t a one-off promotional push but part of an ongoing conversation about inclusion inside Deutsche Bank, which helps the message feel genuine rather than performative.

From nostalgia to forward-looking care: how the video frames belonging

The campaign uses the phrase “When I Think of Home…” not as wistful nostalgia but as an invitation to imagine new forms of shelter and solidarity. That shift mirrors a wider trend: Pride events are both celebration and activism. With WorldPride Amsterdam 2026 on the horizon, organisers have been emphasising global visibility and shared history, and dbPride’s video slots neatly into that conversation by celebrating small, everyday acts of care as part of building home.

Why workplace Pride groups still matter

Work networks like dbPride create practical spaces where people can test ideas, find mentors, and push for policy change. They also offer quieter benefits: a colleague to bring to a GP appointment, someone to recommend a lawyer, or simply an ally in a meeting. Deutsche Bank’s platform presents inclusion as dialogue , you don’t tick a box and move on, you keep building relationships. If you’re at a company thinking about starting a group, the takeaway is simple: longevity and consistent support make these initiatives useful, not merely symbolic.

WorldPride and the bigger picture: solidarity across cities

WorldPride Amsterdam 2026 is shaping up to be a huge moment for the global queer community, and campaigns like dbPride’s help connect workplace stories to that larger stage. Events in Amsterdam will mix big-name performances with grassroots history, showing how international visibility and local community work together. If you’re planning to attend WorldPride, consider how corporate and community initiatives intersect , they can amplify each other, for better or worse, depending on how thoughtfully they’re run.

It's a small change that can make every idea of home feel a little more possible.

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