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It uses diverse models and vocally supports other queer-owned businesses. It is loud and proud all year round, working on creating a genderless jewelry industry. It celebrates and fights alongside the queer community even outside of Pride month, uses its platform to share articles about anti-LGBTQ+ legislation and partners with LGBTQ+ organizations to fight that legislation.Īnother company authentically advocating for the community is Automic Gold, a queer-owned business that creates jewelry that goes beyond gender norms. One brand that is authentic in its advocacy for the LGBTQ+ community is Ben & Jerry’s. Many brands are being exposed this Pride for stating they support the LGBTQ+ community while donating to anti-LGBTQ+ legislators. The best allies are there for us rain or shine.Ĭynthia De La Torre Castro, senior designer, PMG We don’t get to switch our sexuality on and off when it suits us. Take stock of your DEI policies and ensure that your workplace makes space for different voices that discrimination is never tolerated and that LGBTQ+ people feel safe and supported by your leaders.Ĭonsider how you can give back to the LGBTQ+ community if you’ll be profiting from Pride there are many excellent charities that can reinvest those profits into initiatives that support the community at all levels.īe a true ally, not just supporting us when it benefits you, but also when it means a difficult conversation. To avoid ‘bandwagoning,’ allow the conversation to be led by members of the LGBTQ+ community. The community wants to see genuine, heartfelt commitment to true equality and diversity every day, as well as the amplification of queer voices and experiences.
Token gestures, such as donating 10% of profits to an LGBTQ+ charity, no longer cut it. Kirsty McLean, head of creative, Vertical LeapĪs a bisexual woman, I feel suspicious of businesses that suddenly become vocal allies during Pride, but can’t back up their support for the rest of the year. Rich with authenticity and giving back to the community, this is a benchmark for brands showing commitment to queer folk throughout the year. Until we are all free, none of us are free.īefore jumping on that rainbow float, ask yourself: how does this brand serve the community? Does this brand represent and elevate the community? What more can this brand do to serve and protect the community? This year, fashion designer Marc Jacobs is elevating queer voices with his Perfect Pride campaign, providing community visibility and a platform to celebrate and come together – whether on TikTok or at Pride parades. The culture and history of Pride isn’t a marketing opportunity but a focused time to remember, celebrate and push forward with calls for continuous and positive change. Very few examples exist that are authentic and truly representative of queer celebration. Yet here we are again with brand after brand displaying rainbow logos (BTW, that flag has had an update, honey), capsule Pride collections and vague commitments that fall away once the month is over.Ĭommercializing a protest is exploitation, pure and simple.
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Just because you can doesn’t mean you should. A DEI initiative will stick if you relate it to your core purpose and vision.Ĭat Turner, co-founder and chief creative officer, Cult NYC As marketers, we must understand and be able to communicate with people from all walks of life. This normalizes the conversation: DEI, or Pride, stops being a moment in time and becomes part of the strategy. We discuss diversity, equity and inclusion (DEI) almost every day, because it’s so important for the business we’re striving to be. Actions are more important than words (but words are still useful). Investing in education can break down the barriers that stop them being discussed as a part of your culture.
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Gender and sexual identity can be a minefield for anyone unsure how to communicate around these topics. In contrast, corporate culture often rewards conformity.įirst, educate. Pride is all about disrupting norms and celebrating uniqueness and difference. There’s an inherent culture clash between the world of B2B and what Pride means to me. Matt Harper, chief executive officer, The Marketing Practice