‘Beyond Rainbow Logos’: 8 steps to genuine LGBTQ+ support this Pride Month

Wednesday 28th June marks the official Pride Day celebrations that will see parades and other commemoration events taking place in cities throughout the world. Of course, the whole month of June is now commonly known as ‘Pride Month’, when people can celebrate the LGBTQ+ community’s achievements, on both an individual and collective level. However, as the visibility and voice of the LGBTQ+ community continues to increase, so has a rise in the phenomenon of ‘Pinkwashing’ where companies seek to benefit from the image of inclusivity that Pride Month promotes, while doing very little to actually support the causes that are most important to the LGBTQ+ community.

This has led communication and PR experts to support and help businesses and organizations looking to avoid ‘Pinkwashing’, and instead promote and celebrate the LGBTQ+ community through policies and actions that are clear, measurable and transformative.

“As a proudly diverse and inclusive public relations firm, we see Pride Month as the perfect opportunity to raise consciousness about the dangers of ‘Pinkwashing’ for companies and the values we should all celebrate through actions, not just words,” comments Claudia Daré, Founder and Managing Director at Latam Intersect PR a leading PR agency in Latin America.

For Carolina Proaño, Head of DEI & Environmental Communications at the agency, it is essential to promote diversity and equality everyday of the year and throughout a company’s structure, not just at a surface level.

“Educating a company’s employees about the LGBTQ+ community is a foundational part of creating a more inclusive and less prejudiced work environment,” she says. “Promoting diversity and equality requires concrete actions and a continuous commitment from the organization. Through clear policies, awareness programmes, educational resources and external alliances, it is possible to promote education and awareness as part of an ongoing and integral aspect of the company’s mission.”

According to Deloitte’s 2022 LGBT+ Inclusion at Work survey, 70% of LGBTQ+ employees surveyed reported that an employers’ positive approach to inclusion has made them more inclined to stay in their role. While new research reported by Forbes also shows that companies with LGBT-friendly policies tend to enjoy both higher profitability and higher stock market valuations.

Carolina has provided eight key action points that companies can follow as a way to ensure they are providing the proper help and support to the LGBTQ+ community, both within and outside of their organization, thereby avoiding ‘Pinkwashing’:

Establish clear policies and guidelines that prohibit discrimination and harassment based on sexual orientation and gender identity. Companies must communicate these policies effectively to all employees so that they understand their responsibilities towards LGBTQ+ people in the workplace.
Enact training programs to increase understanding and empathy, in the form of workshops, seminars, or other activities. Workplaces should also provide a space for dialogue and reflection, where employees can express their doubts and questions while learning more about the experiences of LGBTQ+ people.
Provide educational resources and materials. Helping employees deepen their knowledge through supplying books, magazines, and videos as supplementary material can also allow each team member to learn at their own pace.
Setup inclusive groups for LGBTQ+ employees and their allies. By creating groups within the company, businesses can offer a space for support, dialogue and networking, as well as mentoring programs that connect LGBTQ+ employees with company leaders, providing valuable guidance and support in their professional and personal development.
Maintain open and frequent communication. Companies must stress the importance of diversity and equality at all levels of the organization by communicating stories and achievements of LGBTQ+ employees, allowing them to serve as role models for others, and increasing their visibility within the company and as an integral part of the company’s identity and mission.
Conduct relevant evaluations and surveys. Carrying out periodic employee evaluations and surveys on workplace inclusion related to LGBTQ+ people allows companies to identify areas for improvement and adjust existing policies and programs.
Forge partnerships in the community. Establishing alliances with LGBTQ+ organizations and participating in related events and activities shows the company’s commitment to equality and inclusion.
Review hiring, promotion, and benefits processes to ensure they are inclusive and equitable for all employees, regardless of sexual orientation or gender identity. Reviewing these processes can help remove any unconscious bias and ensure equal opportunities for all.

“Instead of resorting to ‘pinkwashing’, brands must focus on genuine and meaningful actions that support the equality and rights of the LGBTQ+ community,” Carolina concludes. “This demonstrates a real and long-term commitment, both in the internal environment of the company and in its relationship with customers and wider society. By promoting inclusion and diversity in all areas of their business, including advertising and support for LGBTQ+ organizations, businesses and brands can build an authentic and positive reputation, and contribute to social progress in a meaningful way.”