Pride Month—how brands can be meaningful LGBTQ+ allies year-round

Pride began as a protest but has been taken over by so-called “rainbow capitalism”—candy-coated celebrations of LGBTQ+ identity from companies looking to profit. Often coming from corporate behemoths with no real grounding in LGBTQ+ support, this has created a strangely apolitical marketing landscape, rife with empty phrases about self-acceptance that aren’t always justified by corporate policy, team culture, financial support or political views. Pride cannot be apolitical. New anti-LGBTQ+ policies are cropping up around the world—including 491 bills in the U.S.—and brands have started pulling supportive campaigns after conservative backlash, which is frequent, loud and, sadly, being taken seriously. It’s more important than ever that we’re visible as a community. For marketers outside the LGBTQ+ community who want to show their allyship, here is how to engage responsibly: Get your house in order The Williams Institute at UCLA found that 46% of LGBTQ+ workers have experienced unfair treatment at work because of their sexual orientation or gender identity. Many hide their identity as a protective measure. Outside the workplace, hate crime statistics are even more startling. Educate yourself and your business before thinking about marketing. How much reading have you done around all LGTBQIA+ identities? Are your C-suite colleagues aligned with the cause? Is your team unified in their accepting views? Check out the latest Ad Age events and award programs Explore and share resources from relevant charities such as PFLAG and Human Rights Campaign. Consider working with organizations which provide ongoing corporate consultancy, training, events and news—such as Outright International. Move away from the anti-trans noise being made by the media and read books shedding light on the trans experience. Before burdening your LGBTQ+ colleagues with questions, use as many reading materials and external resources as possible. Practice year-round support Many LGBTQ+ freelancers and creators make most of their income during Pride. But none of our issues go away once June ends. No matter the month, always consider diversity of talent. If you’re working with LGBTQ+ creators for a Pride campaign during June, why wouldn’t you work with them in December? If you’re not sure, then reflect seriously on why that may be—are you struggling with your own internal bias or are you concerned about views held by colleagues? Pay LGBTQ+ talent There have been many stories of brands expecting LGBTQ+ talent to work on campaigns for free. This is incompatible with the ethos behind Pride: Anybody involved should be paid for their work with no exceptions. If you’re working with less experienced talents who are under-pricing their services, benchmark costs against other campaigns you’ve worked on and help by advising that they request a higher price. Pay LGBTQ+ charities For many straight people working in marketing among accepting colleagues, it can seem that LGBTQ+ issues are improving. But research shows that we’re nowhere near where we should be, and in some cases sliding backward. There are many charities and grassroots organizations helping LGBTQ+ people in this climate. Include a meaningful donation within your campaigns and bring visibility through your platforms. This ensures that your sentiments are backed up with real support, including for those most in need. Research global, national and local charities to build a long-term relationship with. Be prepared to divide people “LGBTQ+” covers millions of people who are infinitely varied in their identities and views. One unifying factor, however, is feeling rejected and disenfranchised by mainstream capitalist society. So, it’s understandable that some respond badly to Pride marketing, which can feel exploitative. Through self-education, strive to understand this viewpoint, and accept that you will divide views both inside and outside of the community. You will also reach a group that is filled with hope when they see LGBTQ+ people in highly visible campaigns, proudly celebrating their identity to the rest of the world. Be unwavering in your support and give no time to the conservative outrage this may elicit—do not allow it to change your strategy. Do, however, take steps to protect talent from this backlash and offer ongoing support. Consider if Pride is relevant for you Allyship is about supporting the LGBTQ+ community year-round. But is it right for you to run a campaign for Pride? Is there a reason for this to be the loudest moment in your marketing calendar? Do you have a product or brand which can create a meaningful dialogue with the community? There are many products that are authentically tied to explorations of gender and sexuality—such as clothing, hair styling and makeup—which are common tools for queer self-exploration. MAC cosmetics has been vocal in its advocacy since 1994 with giving initiatives such as VIVA GLAM, which has raised more than $500 million dollars and will be amped up during the new VIVA GLAM Day of Giving, which will donate 100% of proceeds from every lipstick sale worldwide for a 24-hour period. Brands that want change to their companies’ culture and public stance should evaluate why their company is right for Pride; the answer might be that it’s not. Even if that’s the case, the rest of the advice presented here will still create meaningful, positive change. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

Pride Month—how brands can be meaningful LGBTQ+ allies year-round

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