June is increasingly recognized as Pride Month. Officially celebrated on June 28th this year, Pride brings attention to what happened at the Stonewall Riots in 1969 and promotes equality regardless of sexual orientation. Many companies across the globe adjust their messaging to cater to the LGBTQ+ community and their allies during Pride month. Over the last month, our Marketing Strategy team has been flooded with best-practice inquiries about Pride Month posting. As with any cause or movement, the focus should be on the true meaning behind it.
Supporting the LGBTQ+ community as a company is about more than publicly shouting your support; what a company does privately is equally important. Where corporate donations are going or how you support the community members working on your team is what counts.
Just last year, 25 companies that very publicly promoted their support of the LGBTQ+ community did so while financially supporting candidates who seek to block or otherwise restrict equal rights based on gender or sexual orientation. How any company spends its money, within legal lines, is the CFO’s business. However, people today spend their dollars with companies they share views with. Companies that pronounce support not only during pride month but throughout their business practices are significantly more likely to have success within the LGBTQ+ community, as well as with allies.
How to be an ally
A company at any stage can become an ally! And it all starts with being authentic. Connect what Pride month stands for with your own people and values. Donate to worthy organizations (if you can) or provide resources on your media outlets and to your employees. We encourage our clients to ensure their employees know what discriminatory behavior is not tolerated and act promptly when necessary.
The right way to do Pride Month
Companies post more LGBTQ+ friendly content now than ever. If your company preaches inclusiveness to your audience, you should be a truly inclusive workplace and supportive of your local communities. Becoming an ally is the first step toward Pride Month Marketing.
When posting content, be conscious of the community’s struggles. Pair your rainbow-colored posts with meaningful action, plan a Pride-themed team-building activity and share about it on social media, or share LGBTQ+ voices on your social media outlets. Here is an exemplary commercial, even if not premiered during Pride Month:
Fusion Now walks the walk by maintaining inclusive company policies and donating to LGBTQ+ causes, like the Nonprofit Phoenix Gay Flag Football League. Our company was even nominated for a Business Pride Award, given by the LGBT Mid-America Chamber of Commerce. If you are not sure how to best support the LGBTQ+ community and would like to learn how to make your brand more Pride-friendly, reach out!