Pride Month is a concept with its heart in the right place but there has been a spate of rainbow washing in recent years. Companies that have no right aligning themselves with the LGBTQ+ community have been falling over themselves annually for a while now to “show solidarity” by sending a few minutes changing the colours of their logo on their social media profiles.
It’s pretty damn patronising really and it speaks to a wider problem: the commercialisation of Pride without the commitment to lasting change. Because, while brands might single out June as the month to turn rainbow-coloured and launch marketing campaigns celebrating LGBTQ+ identities, as the calendar flips to July, the vibrant colours always fade, and the ideals promised in June often retreat into the background.
To truly support the LGBTQ+ community, marketers must champion inclusivity year-round, transcending beyond a mere month of acknowledgment.
Understanding Rainbow-Washing and Its Impact
Rainbow-washing refers to the superficial use of LGBTQ+ symbols for marketing purposes without substantial support for the community.
It's easy to spot: a company changes its social media avatar to include rainbow colours during June but fails to address internal policies, support LGBTQ+ causes, or foster an inclusive workplace the rest of the year. This not only undermines trust with LGBTQ+ consumers but also with allies who value genuine support over token gestures.
Implementing Lasting Change: A Year-Round Commitment
Internal Policies and Practices
To demonstrate authentic support for LGBTQ+ rights, companies must start within. This includes:
- Anti-Discrimination Policies: Ensure that company policies explicitly protect employees from discrimination based on sexual orientation and gender identity.
- Inclusive Benefits: Provide benefits that recognize and support the needs of LGBTQ+ employees, such as healthcare coverage for gender-affirming procedures and parental leave policies inclusive of all family structures.
- Diversity Training: Conduct regular training to educate employees about LGBTQ+ issues, fostering a more inclusive workplace culture.
Supportive Environments
Creating a workplace where LGBTQ+ employees feel safe and valued is crucial. This involves:
- Employee Resource Groups (ERGs): Support LGBTQ+ ERGs to provide a platform for employees to connect, share experiences, and advocate for community needs.
- Safe Spaces: Establish policies that promote safe spaces for discussion and support, including zero-tolerance approaches to harassment.
- Leadership Representation: Ensure LGBTQ+ representation in leadership roles to provide visible role models and contribute to diverse perspectives in decision-making.
Year-Round Visibility and Support
Pride should not be confined to marketing campaigns in June. Companies can maintain visibility and support through:
- Continuous Campaigns: Integrate LGBTQ+ stories and perspectives into marketing and communications throughout the year. Highlight LGBTQ+ history, achievements, and challenges beyond Pride Month .
- Support for LGBTQ+ Causes: Commit to supporting LGBTQ+ organizations and causes through donations, partnerships, and volunteering. This demonstrates ongoing investment in the community.
- Inclusive Products and Services: Develop products and services that cater to the needs of LGBTQ+ consumers and avoid stereotyping. Engage with LGBTQ+ focus groups to ensure that offerings are genuinely inclusive.
Listening and Learning
True allyship involves listening to the voices of the LGBTQ+ community and learning from their experiences. Companies should:
- Engage with the Community: Regularly engage with LGBTQ+ organizations and leaders to understand the evolving challenges and opportunities facing the community.
- Respond to Feedback: Act on feedback from LGBTQ+ employees and consumers. This demonstrates a willingness to adapt and grow in support of the community.
The Business Case for Continuous Support
Authentic allyship is not only a moral imperative but also a business advantage. Studies show that consumers, particularly younger demographics, increasingly support brands that align with their values. Companies that demonstrate genuine support for LGBTQ+ rights and inclusivity can attract and retain a loyal customer base. Moreover, an inclusive workplace enhances employee satisfaction and productivity, fostering innovation and growth.
Pride should be more than a fleeting gesture in June; it must be a year-long commitment to inclusivity, equity, and support for the LGBTQ+ community. By embedding these values into internal policies, workplace environments, and continuous visibility, companies can move beyond rainbow-washing to become true allies. In doing so, they not only honour the spirit of Pride but also build a more inclusive and supportive world for everyone.
Another Creative Opinion
Carol Howley, CMO of Exclaimer said:
Often, we see companies capitalising on awareness days and months, but employers should be championing members of their team all year round. While we have seen movement away from rainbow washing during PRIDE month, it still persists, with companies outward facing communications not matching that of its internal policies and agendas.
Support for the LGBTQ+ community should extend beyond Pride Month. While June is a historical month and a time to celebrate our differences, messages of inclusivity must be consistent throughout the year across all areas of a business, from marketing campaigns to internal diversity, equality, and inclusion (DEI) initiatives.
True allyship means weaving inclusive practices into all our campaigns and communications, not just in June. Marketing should reflect a company’s ongoing commitment to equality and respect, promoting diversity in every message they share.
