Pride has enjoyed more visibility, with brands colouring their social media avatars in rainbow and running advertisements with couples who are not heterosexual or cisgender.
However, concerns about ‘rainbow washing’ remain as many doubt such acts represent true brand advocacy for Pride. One-off commercial campaigns in June can seem like empty promises that prevent brands from deepening connections with stakeholders. To show genuine efforts, business leaders should include LGBTQ+ advocacy initiatives in their long-term DEI commitments.
This article recommends three tips for supporting LGBTQ+ communities authentically in your communications strategy.
Help educate the general population and partner with advocacy organisations
Rather than creating commercial opportunities with rainbow-themed products for a limited period, brands can help make social impacts by spreading awareness of different sexual orientations and gender identities.
For example, Kellogg’s “Together With Pride” campaign included cereal boxes with a section encouraging people to write down their preferred pronouns. This campaign reached parents who might not know the correct preferred pronoun usage among non-binary and transgender individuals. In addition, for every receipt uploaded on TikTok, Kellogg donated $3 to GLAAD, an LGBTQ+ media advocacy entity, to support its efforts in advancing acceptance and equality.
Kellogg also created Together With Pride animated stickers on Instagram and Facebook to encourage people to be proud of their identities all year.
Donate to underprivileged LGBTQ+ individuals
Besides advocacy organisations, donations to support and empower the LGBTQ+ population are a humanitarian and impact-driven way of celebrating Pride Month. Brands can donate parts of their revenue or essential items to organisations supporting these individuals.
The apparel company Bombas promises to donate clothing to homeless people for every item sold. In 2021, it focused on black transgender individuals after discovering that this group’s number of homeless people was five times higher than the general population.
Share year-round employees’ stories
To showcase your internal commitment to inclusion and diversity, create social media content featuring LGBTQ+ employees’ testimonials and meaningful stories of their professional and personal life. This content will also help underline activities, initiatives, or events you have in place to empower and engage with LGBTQ+ members.
Past content by Instacart and HubSpot amplified employees’ authentic voices and spotlighted their diversity and inclusion initiatives.
At Midas PR, we believe Pride should enjoy visibility and support all year round. If you want creative content or communication campaigns that celebrate and underline your DEI acts, contact us for a consultation at www.midas-pr.com or email us.