Unless you are living off the grid or completely removed from social media, you will have noticed that Pride month is in full swing. Each year it comes with a wave of color across the web and social media.
Over the years it’s gotten more and more common for organizations and brands to take part, creating rainbow versions of their logos, bringing out Pride-themed merchandise with little information about whether any portion of the profits are going toward organizations that benefit the community, using LGBTGIA+ employees as props in Pride-related marketing materials, or creating campaigns that incorporate the bright pride colors and bold statements.
But as with anything, there’s a right way and a wrong way for organizations to approach Pride month. In my opinion, the wrong way is to participate in rainbow-washing, which can do more harm than good for your organization and the community. The right way brings attention to LGBTQIA+ voices, causes, and year-long workplace and employee support. In other words, surface-level gestures of solidarity are not the same as tangible actions to lift up the LGBTQIA+ community.
Let’s take a look at some of the ways your organization can avoid rainbow-washing and become truly invested in the cause.
Incorporate LGBTQIA+ Folks in Your Company Policies
One of the best ways to support Pride during June and throughout the year is by making sure your organization stands proud externally while internally backing the needs of the LGBTQIA+ community.
Here are some quick action items that your organization can start implement to make all gender identities feel more comfortable and supported:
- Foster a strong team dynamic that reflects a safe and comfortable workplace for all employees
- Review internal policies and coverages to ensure that all family dynamics and gender identities are being represented and supported
- Encourage team members to add their pronouns to their email signatures, virtual platforms, or social media handles
Uplift LGBTQIA+ Voices
Be aware of whose insights and perspectives are being shared internally and externally. Are the same voices being represented? Do you need to incorporate more diverse voices into your external communications?
Make it a mandate to uplift your diverse voices not just in June but throughout the year. Find ways to allow all gender identities to shine and feel comfortable communicating on behalf of the organization.
Support LGBTQIA+ Causes
Use your company platforms to support LGTQIA+ causes. Write blogs or social media posts to educate your followers on the history of Pride, how you support the LGBTQIA+ community, or what you’ve learned from the causes you support.
And remember supporting these causes year-round is key to avoiding rainbow-washing. Any type of financial support is better than none. It can be a one-time donation, a recurring cause, or even volunteering hours that supports the community.
Be an Outstanding LGBTQIA+ Employer
Support for the LGBTQIA+ has to begin internally. If you are an employer, executive, or manager, take a look at the diversity you have on your staff and how you can effectively support LGBTQIA+ employees and educate all staff on supporting their peers. Review your internal processes to see what can be changed to ensure you are creating a better overall workplace: not just for LGBTQIA+ employees, but everyone.
Be an LGBTQIA+ Ally Every Day
Showing up for the LGBTQIA+ is a year-round endeavor. Diverse identities don’t want to be pandered to in June. Their views and causes exist and are important every day of the year. Celebrating Pride and diverse identities throughout the entire year helps to remember those who fought for the rights that the LGBTQIA+ community in the first place and brings awareness to all the work that still needs to be done
This isn’t to say that there are zero benefits to rainbow-washing and corporate Pride. There are many folks who might feel invisible and under-represented in certain audiences and suddenly see a Pride ad or rainbow pop up on their phone and, if only for a moment, finally feel represented. But, organizations definitely need to do more than pushing the rainbow and bright colors of pride exertnally during June. Focusing on internally policies, external and internal voices, and supporting LGBTQIA+ causes and brands that consistently try to make the lives of LGBTQIA+ individuals better throughout the year is definitely a more well-rounded and holistic approach!
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