What Should We Say? Brands and the LGBTQ+ Community

Holidays and special events often present opportunities for corporate communications, with Thanksgiving, election day, and the Super Bowl leading to a flood of social media posts, ad campaigns, and news stories. Brands use these occasions to connect with audiences, aiming to associate themselves with a sense of community. However, these efforts can backfire if your organization isn’t genuinely engaged with the communities it seeks to reach.

Belonging (noun) – Having a strong relationship with the other members of a group because they welcome you and accept you – A paraphrase from the Cambridge English Dictionary.

Belonging is more than just a concept; it’s essential when communicating with marginalized groups like the LGBTQ+ community. Building trust and demonstrating a commitment to this community is critical, especially as national and political leaders challenge LGBTQ+ rights. Before crafting your message, evaluate how your organization is working to foster real connections with the LGBTQ+ community.

Pride is Not a Product

Pride Month has deep historical history. While it’s often seen as a celebration, pride began as a demonstration demanding equal rights for LGBTQ+ people. According to the Library of Congress, the first pride event was organized in New York, Los Angeles and Chicago, one year after the Stonewall Uprising, a six-day fight for fair treatment between police and LGBTQ+ people.

Pride Month has deep historical roots. It began as a demonstration for LGBTQ+ rights following the Stonewall Uprising, which fought for fair treatment. Pride is more than just rainbows and parades; it’s a movement for empowerment and equality.

When businesses promote pride with merchandise or messaging without a genuine commitment to LGBTQ+ issues, it can lead to distrust. This practice, known as pinkwashing, was notably criticized in the case of Bud Light’s partnership with transgender influencer Dylan Mulvaney. When Mulvaney and the brand received hate and criticism, the brand did not have a prior relationship to stand on and, in the end, turned away customers who support the LGBTQ+ community as well as those who are against it. The lack of a foundational relationship led to backlash from both LGBTQ+ supporters and critics.

Be Authentic

If your organization is genuinely engaged with the LGBTQ+ community, share those stories. Highlight LGBTQ+ team members, showcase volunteer work with LGBTQ+ organizations, or talk about participation in pride events. Authenticity builds trust more effectively than superficial gestures.

Where to Start

If your organization wants to support the LGBTQ+ community and build meaningful relationships, here are some actionable steps:

  • Engage with Local Organizations: Connect with LGBTQ+ groups in your area. For instance, organizations like the Louisville Pride Foundation and Kentuckiana Pride Foundation welcome partnerships and offer public events to foster community connections.

  • Sponsor Local Events: Support LGBTQ+ community events such as pride parades or health fairs. Many events offer various sponsorship levels to suit different budgets.

  • Provide Space for LGBTQ+ Employees: Show support within your organization by creating spaces for LGBTQ+ team members to connect and thrive. Consider forming an inclusivity task force or providing a meeting space for LGBTQ+ employees.

  • Get Certified: Obtain certification from the National LGBT Chamber of Commerce (NGLCC). This recognition can connect you with a network of inclusive business leaders and community members.

Society has marginalized LGBTQ+ people for centuries, it built a sense of distrust. Rebuilding trust and fostering a sense of belonging requires ongoing effort. This Pride Month and throughout the year, ensure your messaging reflects your genuine commitment to the LGBTQ+ community.

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