LGBTQ+ Equality is a Commitment Not a Campaign. Are You Ready for Pride 2023?
How do you ensure your brand's Pride efforts are genuine, effective, and aligned with the LGBTQ+ community?
Answer these five questions.
In the past, it was easy to launch a clever LGBTQ+ marketing campaign in June and then move on to creating assets for the July 4 holiday; however, in today’s polarized social, political, and economic environment companies must be more thoughtful in their approach or risk serious harm to their reputation, relationships, and revenue.
Authentic Pride marketing requires more publishing a rainbow version of your logo or creating special “queer-friendly” products. If you launch a Pride campaign without putting in the effort to advocate for, amplify the voices of, or give back to the LGBTQ+ community, you risk being “named and shamed” for “rainbow washing” or “rainbow capitalism.” Comedian Joey Thompson nails this concept perfectly in this video.
5 Questions to Ask Before Showing Your Pride
In today's increasingly diverse but polarized society, it is essential for organizational leaders to recognize, understand, and engage with the LGBTQ+ community. As the leading impact relations agency, IGC helps you minimize the risk and maximize the impact of these efforts.
Start by answering the following five questions to understand your risks and opportunities of Pride participation:
How does LGBTQ+ equality connect to your organization’s mission, vision, values and goals?
Do you have a history of involvement in the cause? Can you make a unique impact in the future?
Do you have stakeholder support (ie. executives, employees, investors, customers, policymakers) and team alignment (ie. human resources, communications, product)?
Have you vetted your institutional efforts, including policies, facilities, expertise, and employee resource groups?
Will you make a real investment in dollars, people, and time?
Not Sure Where to Go Next? We Can Help.
By partnering with IGC, you can proactively address the challenges associated with “rainbow washing” and promote LGBTQ+ equality in a responsible and effective manner. While we rely on frameworks and best practices, we work with you to understand the unique mission, values, and culture of your organization. Together, we will craft both a long-term strategy and a results-driven action plan that meets your goals and authentically supports the LGBTQ+ community. See our full Pride Service.
Additionally, our CEO Deirdre Walsh is presenting ROYGBIV on May 4, 2023, in Austin Texas. In this session, she and Valerie Salinas-Davis, a communications professor at The University of Texas, will lead an interactive discussion analyzing the authenticity of Pride marketing campaigns.