Pride Month Branding Done Right
Pride Month: The time of year when all the big brands roll out their rainbow logos, pride merch, and statements about inclusivity. When companies do it responsibly, it can be a great way to show support for the LGBTQ+ community and leverage their influence for positive change. However, when done irresponsibly, it can often have the opposite effect (think Target).
If your company is participating in Pride Month, here are some ways you can ensure you’re doing it respectfully and responsibly:
UNDERSTAND THE SIGNIFICANCE OF PRIDE
Educate yourself and your team about the history, struggles, and achievements of the LGBTQ+ community. Familiarize yourself with the meaning and purpose behind Pride Month to ensure that your participation is both genuine and respectful.
PRACTICE ALLYSHIP YEAR-ROUND
Evaluate how your company actively supports the LGBTQ+ community throughout the year, not just during Pride Month. If you do consistently show support, highlight that work throughout the year to demonstrate your allyship as a core value of your company. If you don’t regularly show support for the LGBTQ+ community, use this month as an opportunity to make some positive changes so that your supportive messaging is backed up by action.
COLLABORATE WITH LGBTQ+ ORGANIZATIONS
Establish partnerships with local LGBTQ+ organizations or nonprofits. Engage in meaningful collaborations to show your support and contribute to the community’s well-being. If you’re able, consider donating a portion of your profits, or volunteering for relevant causes.
AVOID “RAINBOW WASHING”
Slapping a rainbow flag on your logo for a month without backing it up with action isn’t allyship, it’s performance. Instead, focus on meaningful actions that genuinely support the LGBTQ+ community, such as developing inclusive advertising campaigns, amplifying diverse voices, or sponsoring LGBTQ+ organizations and events. If you’re using Pride as a way to boost sales, increase profits, or expand your consumer base, you’re in it for the wrong reasons.
TRAIN YOUR EMPLOYEES
Conduct diversity and inclusion training sessions for your staff. Ensure they are knowledgeable about LGBTQ+ terminology, the importance of respecting people’s pronouns, and how to create a welcoming work environment. Lead by example and practice what you preach by consistently striving to create a work environment where everyone can feel comfortable being themselves.
SEEK FEEDBACK AND LISTEN
Be open to feedback from the LGBTQ+ community and actively listen to their concerns and suggestions. Engage in dialogue with community leaders and those who are willing to speak on their experiences, and make necessary adjustments to improve your approach. Mistakes happen! So don’t beat yourself up over not getting it exactly right every time. Simply acknowledge any missteps and commit to improving in the future.
ADVOCATE FOR LGBTQ+ RIGHTS
This year in particular, there has been increased legislation targeting the rights and wellbeing of LGBTQ+ people – particularly trans and non-binary people. Your brand probably has more influence than you think! Use your platform to advocate for LGBTQ+ rights and equality by supporting inclusive legislative measures and speaking out against discrimination.
COMMIT TO ONGOING IMPROVEMENT
Pride Month should be a catalyst for long-term change and progress. Regularly assess your policies, practices, and community engagement strategies to ensure continuous improvement in promoting inclusivity and supporting the LGBTQ+ community.
Remember, the key is to approach Pride Month participation with authenticity, respect, and a genuine desire to make a positive impact on the LGBTQ+ community. And hey, if you’re still reading this, chances are you’re already taking steps in the right direction!
