By: Felix Lorrain-Hamel

June is well underway and brands all over the world are stepping up to show their solidarity with the LGBTQ+ community. Rainbow logos have replaced regular ones and increasingly large segments of the corporate world are proudly declaring support for inclusivity.

But for as much as allyship has grown in the business community, there is still work to be done to ensure actions go deeper than performative, once-a-year activism.

So how can your brand do more to authentically and effectively support the LGBTQ+ community? We’re so glad you asked…

POLICIES > PERFORMANCE

People are savvy and can distinguish between brands that truly care about and support the LGBTQ+ community and brands that sprinkle in some hashtags, sell generic rainbow merch and add special discount codes during the month of June. These performative actions won’t cut it and can actually hurt your brand in the long run; people don’t want to support brands that seek to monetize Pride through shallow gestures.

Instead, we want to hear what your company is actually doing to promote and protect your LGBTQ+ employees and colleagues and what kind of support you’re providing to the community at large, whether it be financial or action-based.

DON’T FORGET ABOUT THE OTHER 11 MONTHS OF THE YEAR

It’s great to show your support during Pride Month, but your solidarity will mean more if it’s consistent throughout the year. This is especially true for promotional and influencer content that demonstrates inclusivity and representation beyond the month of June.

What do we mean? We in the LGBTQ+ community, and our allies, want to see two dads, two moms, and transgender people in your commercials, social feeds, and digital campaigns. It’s important for brands to note that our queerness is part of our identity but it doesn’t define who we are; we long to see companies incorporate LGBTQ+ people seamlessly into their content without it being the focus. Brands that understand this are headed in the right direction.

So, what are we really getting at? The LGBTQ+ community wants and deserves to feel included in your brand in a real way and not just when the calendar strikes. Just as one bad statement will make us boycott a company forever, businesses that make us feel seen, heard, and genuinely cared for will earn our loyalty and trust for good.