Pride Month: The importance of authentic and consistent allyship

Written by Mark Roper, Senior Creative

It’s June and Pride Month is in full swing - a time to celebrate the progress made in the LGBTQIA+ community and highlight the work still to be done. 

Brands will often use this month as a platform to discuss their work in the LGBTQIA+ community and profile their allyship.

This year there’s an air of caution around Pride and a few weeks into the month-long celebration, there’s a visible decline in support from brands and a number of them getting their approach wrong.

So how can brands engage with Pride in an authentic way? And if authenticity doesn’t run through every aspect of their culture, how can brands improve this through more than just performative gestures?

PRIDE OR PREJUDICE?

2023 has seen a targeted amount of backlash online from anti-LGBTQIA+ groups who systematically call out brands that openly support inclusivity. This has resulted in brands backtracking and sometimes even apologising for their ‘allyship’ – upsetting both sides and calling into question how authentic their support really is.

Some brands are standing their ground, however. North Face refused to remove any content following backlash against their Pride campaign and instead are running their ‘Summer of Pride’ campaign, featuring drag queen, Pattie Gonia, for a second year.

In response to negativity on their Pride post, the brand commented: “We recognize the opportunity our brand has to shape the future of the outdoors and we want that future to be a more accepting and loving place.”

AUTHENTIC ALLYSHIP

At Tangerine, our Inclusion & Diversity group will review our client’s approach to LGBTQIA+ matters on an ongoing basis, not just during the month of June. We know research is continuing to show that inclusive brands are becoming more important to consumers and potential employees. Socially conscious Millennials and Gen Z will go as far as to boycott brands that don’t commit to allyship or championing inclusivity.

We advise our clients to ensure their purpose is authentic and they are consistently considering inclusivity throughout all levels of their business. It’s crucial they’re aware of how their workplace operates and how they can support not only their customers through marketing but their workforce, by creating a more welcoming, diverse, and inclusive space and culture for everyone.

It’s also important brands are steadfast in their resolve and secure in their positioning, should they experience any backlash online. Rather than shy away from the discussion – as we’ve seen so much this year already – use the comments as a vehicle to educate.

·         Feature marketing campaigns that include members of the LGBTQIA+ community.

·         Use language that is inclusive.

·         Create safe spaces for those who may be subject to bigotry or hate.

·         Work with talent that represents a wide range of people and their experiences.

·         Remove unconscious bias from your hiring process.

·         Support Pride initiatives through your product selection or community commitments.

·         Explore opportunities with channels and media outlets that match your brand’s values.

The list of how you can be an authentic and supportive ally is extensive and goes far beyond including the rainbow colours in a company logo.

Ultimately, brands should be looking to take meaningful actions and reviewing their internal procedures and policies to create inclusive environments for everyone.

Now is a time to be proud of your brand’s commitment to Pride and the communities it supports.