As Marc Bruxelle said, “It happens every June like clockwork: the rainbows come out.”
With the onset of Pride month, people are seen coming out in support for the LGBTQ+ community in various ways and are quite appreciative. When there are already ongoing myths and false beliefs regarding the community, it is best to make sure that the support given is not just marketing and is not limited to this month.
Corporate rainbow washliterally means the act of using or adding rainbow colours and/or imagery to advertising, apparel, accessories, landmarks, etc in order to indicate progressive support for LGBTQ+ equality (and earn consumer credibility)—but with a bare minimum of effort to get pragmatic results.
Here are some points to know if a company is rainbow washing during the month of June:
-Launch Pride initiatives
-Use LGBTQ+ team members as props in content
-Use the rainbow to push products
-Have corporate groups marching in parades
-Offer false incentives for queer talent
-Underpay queer talent
-Change logos temporarily
-Make empty gestures
-Foster an unsafe workplace for queer staff
-Not donate to LGBTQ+ causes
-Run a Pride campaign while contributing to anti-LGBTQ+ organisations/public figures
So here are some do's and don'ts for businesses to celebrate Pride month that shows progressive action and not just hollow support:
Don'ts
Don't force employees to participate just because they are LGBTQ+.
If you include pride messaging in your market, make it about the celebration of freedom of identity, not about your product.
Don't create external campaigns for the sole purpose of monetary gain.
Don't use vague language or show half-hearted support.
Pride is not about dates. Don’t drop your support once the month is over.
There are companies that choose not to celebrate Pride month with all the pomp and show. However, this choice does not exempt them from making their company a safe, welcoming space for all identities.
And lastly, DON’T rely on outdated stereotypes or safe "tropes" to appear more inclusive.
Do's
Non-discrimination policies
Implement gender-neutral language in all corporate materials, introduce equitable benefits for same-sex couples.
Hire LGBTQ+ talents
Actively attract and hire LGBTQ+ talents which builds a diverse workforce and enhances the company's competitiveness.
Expand cultural mindset
Host LGBTQ+ sensitisation training and sexual orientation and gender identity workshops for employees.
Create a special diversity and Inclusion Officer
Create a position to focus full-time on building and maintaining an inclusive workplace.
Enforce zero tolerance, anti-harassment, and anti-discrimination policies. Listen to your trans and queer workers and update your policies.
Lend your platform to this community to share their stories and content.
Pride is so much more than just parades or parties. It's about celebrating who we all are as individuals and about the rights of those who have been discriminated against to exist without fear of persecution.
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