Simple Steps for True Allyship Long After the Rainbow Logos Come Down

by Jillian Goodrich

Sometimes, it seems like clockwork – midnight hits on June 1st and suddenly, the logos for each of the popular brands you interact with on a regular basis instantly turn rainbow in support of the LGBTQ+ community for Pride Month. Make no mistake – that is a good thing and certainly an important step in the right direction when it comes to showing support, but it also begs the question…what steps are those brands taking to support the LGBTQ+ community during the other eleven months of the year?  

According to a 2020 Kearney report, there is a consensus among members of the LGBTQ+ community that they feel consistently underrepresented in advertising and that brands’ attempts to reach out to and connect with them often seem half-hearted at best. As Sarah Kate Ellis, President and CEO of GLAAD, so eloquently put it, “It’s not enough to put a rainbow on a product and call it a marketing strategy.”  

This disconnect becomes even more prominent and puzzling when you consider the fact that according to the 2022 Edelman Trust Barometer, 51% of U.S. employees stated they would be more likely to work for a pro-LGBTQ+ company, and 34% of customers responded that they would be more likely to purchase from a brand that expressed support for LGBTQ+ rights.  

So, we’ve identified the problem, but what about the solution? If brands want to avoid coming across as exploitative or opportunistic, and want to ensure that their marketing and advertising efforts are backed by sincere inclusivity of the LGBTQ+ community year-round, what steps can they take? We’ve come up with a few ideas to help get the ball rolling! 

Donating to and advocating for LGBTQ+ causes 

There are many organizations, often non-profits, such as DMV-based Team D.C., The Trevor Project, The Human Rights Campaign, GLAAD, and several more like them that work hard daily to protect the rights and safety of LGBTQ+ individuals in the United States. These organizations are in constant need of financial and volunteer support in order to continue furthering their advocacy work. Alongside that need for support, there is overwhelming evidence pointing to the fact that Millennial and Gen Z consumers – not just within the LGBTQ+ community but across the board – care about ensuring that the brands they spend their money with also align with their personal values. According to a recent survey by Forbes, 82% of Gen Z respondents and 72% of Millennials stated that “advocating for social equality” was an important factor in their purchase decision-making.  

To that end, these consumers regularly check to make sure brands are actually committing to these values rather than just paying them lip service. Donating to LGBTQ+ organizations and causes is a surefire way for brands to demonstrate that the eye-catching rainbow symbols they emblazon their social media pages with throughout the month of June aren’t just a money grab, but rather a representation of their deeper level of commitment to allyship.  

Supporting LGBTQ+ employees and creatives 

At the end of the day, people are what make the advertising world go ‘round! Chances are, many of the organizations that participate in Pride Month advertising campaigns have members of the LGBTQ+ community within their own walls, helping to power their creativity. Making a sincere effort to connect with those employees, make them feel welcome and safe to be themselves, and connecting them with resources if needed is an important step in ensuring that your organization practices what it preaches, no matter what month it is.  

Sponsoring LGBTQ+ events and trainings  

In many cases, those who wish to show their support for the LGBTQ+ community might not know where to begin. Hosting diversity and inclusion trainings, educating employees and customers on LGBTQ+ issues and terminology, and encouraging participation in local Pride Month events is a great way to help provide a roadmap for those looking to grow in their allyship and, hopefully, foster some new connections and friendships along the way.  

Including and celebrating diverse LGBTQ+ figures in advertising campaigns 

Lastly, and arguably most importantly, it is crucial to ensure that LGBTQ+ individuals and couples are being represented in digital and print media. According to Community Marketing and Insights, 72% of respondents to their “14th Annual LGBTQ Community Survey” stated that they would be more likely to purchase from companies that showcased members of the community in their advertisements. Many respondents expressed that they felt the executives behind major advertising choices were not sold on the importance of building bridges to the LGBTQ+ community and often, even if unintentionally, they exclude, misrepresent, and stereotype them.  

When it comes down to it, we all just want to feel included, appreciated, and safe to live authentically. Pride Month is an important reminder of those truths and should undoubtedly be celebrated. However, if the brands we see waving the flag on social media and television in June can continue with heartfelt support for the LGBTQ+ community after their standard logos return on July 1st, it will mean a whole lot more!