Should My Brand Support Pride Online Like Other Industries Do?
It’s June, which means it’s also Pride month! This means that, in addition to seeing people celebrating, you’ll also see weird, corporate social posts and businesses changing their logos to rainbows. And with corporations now embracing LGBTQ+ culture, people have some valid concerns. For instance, do these industries really care, or are they just capitalizing on a hard-fought subculture? And if it’s the latter, is it even okay for your brand to support Pride?
We discuss this, plus organizations making a difference, in today’s blog.
What is Pride?
Pride began as a series of marches led by activists on June 28, 1970—the one-year anniversary of the Stonewall Uprising. The marches began in New York, Los Angeles, and Chicago, and over the years, spread to other prominent cities. Then, in June 2015—nearly 50 years after the Stonewall riots—gay marriage was legalized in the US.
Source: The Second Largest Minority; The Library of Congress
Pride continues to be honored each year across the US. But what once began as a fight for equal rights has since transitioned into a celebration, one often sponsored by businesses.
Because of that, many companies (especially tech companies) make a point to support Pride by redesigning their logos and sponsoring aspects of Pride parades.
Should my brand support Pride?
If you work with a team, chances are you’re working with someone who identifies under the LGBTQ+ umbrella (maybe you yourself identify). Acknowledging LGBTQ+ culture and showing support is great way to encourage community and safety in your workplace.
You can also go one step further and publicize your support on platforms like LinkedIn and Facebook. With that said, though, it’s important to examine how genuine that support is.
Examine the sincerity of your support when it comes to your brand
A logo is great, as are social media declarations. But does your company build a safe atmosphere? As of 2021, it’s unlawful to discriminate based on sex, (including gender identity and sexual orientation). However, this doesn’t mean problems simply go away.
Some companies have recently come under fire for their seemingly performative support of gay rights, while simultaneously funding legislators who run on anti-LGBTQ+ rhetoric.
So, what causes does your company donate to? If they’re in direct opposition to the essence of Pride, then maybe there are changes your company needs to undergo before donning the rainbow flag.
Getting a team pulse can also provide helpful insight. Consider conducting an anonymous survey about the safety of your workplace, or hire a third party to do so. This can illuminate the changes your company needs to make in order to become inclusive and supportive.
So, what exactly is a safe, inclusive atmosphere? Simply put, you want to feel like you can be yourself at work without needing to defend yourself or educate people on your culture. That’s what other people want, too.
Here are some things you can do to create this kind of space for others.
How to encourage a safe atmosphere for LGBTQ+ coworkers
Dibs Baer has a great list of ways to be a straight ally. Below, you’ll find a few more ideas in addition to their list.
Don’t ask personal questions (“When did you come out?” or “What was your name before you transitioned?” are examples of Qs you should never ask).
Respect your coworkers’ boundaries.
Use your coworkers’ preferred pronouns and names. If you make a mistake, simply apologize, correct, and move on.
Don’t ask coworkers to educate you on LGBTQ+ culture.
Include your coworkers in activities; if they aren’t interested, they’ll let you know.
If you’re the leader of a team (or company), make it clear that you run a supportive workplace through your own actions.
Don’t let insensitive behavior become the norm; if you see something, say something.
LGBTQ+ causes you can support
One reason many people find “industry pride” performative is due to rainbow capitalism. What is rainbow capitalism? It’s the idea that members of LGBTQ+ have massive purchasing power, so companies should be advertising to them.
Instead of feeling supportive, this can instead feel like another greedy, corporate move. So, what can you do to avoid that connotation but still show your support?
There are a number of organizations trying to improve life for people who identify as LGBTQ+—probably even some in your local area.
The best way for your brand to support Pride is through action—volunteer opportunities, chances to get involved, and finally, donating to important organizations.
Unfortunately, suicidal thoughts are frighteningly common for LGBTQ+ youth. The Trevor Project is a massive organization that works to support young people, providing them with community and mental health resources. You can donate to the Trevor Project here.
The National Center for Transgender Equality
This organization aims to educate people about the transgender community. This group raises awareness through news and activism, since the transgender population is particularly at risk for discrimination and violence. You can donate to The National Center for Transgender Equality here.
The Human Rights Campaign is an organization built on education and reform. This organization aims to improve LGBTQ+ lives through research and policy change. You can donate to HRC here.
The intersex community doesn’t always get the same attention as other groups included in LGBTQ+. InterACT works to improve life for intersex youth, an often misunderstood group of people who are at risk. You can donate to InterACT here.
As people in the LGBTQ+ community age, their futures often look different than elderly straight people. SAGE works to provide care and housing for this vulnerable group. You can donate to SAGE here.
Conclusion
When it comes to supporting Pride, things can get a bit sticky for brands. Ultimately, your company needs to be creating a safe environment year-round for team members—not just cashing in during June.
People want authenticity, and the best way to show you’re sincere about LGBTQ+ pride is through action. Logos and social statuses are great, but as a company, you can make an even bigger difference by getting involved and donating to the causes that need you most.
