Celebrating Pride Authentically
This Pride Month, brands, companies and organizations have a chance to show their true colors and support LGBTQ+ people in a time of need. In the wake of numerous anti-LGBTQ+ legislation being introduced across the U.S., now is the moment for businesses to prove that any previous solidarity they held with queer people wasn’t just for show.
Here’s how brands and organizations can authentically support the LGBTQ+ community during Pride Month and the other 11 months:
Stick to what you Promise
Brands that promote Pride Month or feature any facet of LGBTQ+ life may receive backlash if they are prominent enough. There might be calls for boycotts. There might be hateful comments under social media posts. There might even be publicly-stated criticism from politicians. For an apparent example, one only needs to look at responses to transgender influencer Dylan Mulvaney’s partnership with Bud Light. Regardless of how anyone reacts to a company’s featuring of queer people, businesses have no business walking back on their pledged support.
To cancel campaigns and walk back on one’s solidarity in response to anger and hate isn’t a sign of intelligent marketing, it just shows disloyalty. As stated by Jared Todd, press secretary of the Foundation at the Human Rights Campaign, “allyship is sometimes uncomfortable,” according to an article from CNN Business. If brands back out when a situation gets uncomfortable, then they were never allies in the first place.
Furthermore, audiences may find it more difficult to trust that the brand will stay the course in its future endeavors after it walks back on its decision.
Donate to LGBTQ+ Organizations
This advice goes to both organizations and individuals. Vocal support can still have a positive impact on communities, but directly donating to groups and organizations will speak even louder. There are large, well-known organizations that accept donations, such as GLAAD and The Trevor Project. Or, you could donate to smaller, local organizations, such as Trans Housing Coalition Fund in Atlanta, Brave Space Alliance in Chicago, Zebra Youth in Florida, Out Alliance in Rochester and more.
There are many creative ways to donate, too. Your organization could fundraise, promise to match your customers/employees donations or pledge to donate a percentage of all revenue to LGBTQ+ organizations.
Practice what you Preach in the Workplace
Support for LGBTQ+ consumers won’t mean anything if that same backing isn’t given to people within the organization. The goal isn’t to force queer employees to stick out from the rest of the group, but to ensure they are working in an welcoming and supportive environment.
Pride celebrations don’t have to be limited to the public. Workplaces can also recognize this important month by hanging up decorations around the office and hosting special events. At the very least, allow for LGBTQ+ employees to share their ideas for pride celebrations and have discussions with them on these proposals.
Even outside of Pride Month, it isn’t the end of recognizing the importance of diversity, equity and inclusion. Business leaders can consult with people both inside and outside their organizations on how they can improve their support for the LGBTQ+ community. Company policies and practices need to be evaluated regularly, too.
References:
https://time.com/6269728/trans_representation_nike-budlight-backlash/
https://www.cnn.com/2023/06/01/business/pride-month-companies-reaction/index.html
https://www.seenit.io/blog/how-to-celebrate-pride-month-at-work/
https://www.instagram.com/p/Cs8tjuxu4_1/?igshid=MzRlODBiNWFlZA==