Pride Month: Celebrating LGBTIQ+ Allied Brands

19 June 2023 | Newsworthy

In June we celebrate the LGBTIQ+ community. It is also a time to reflect on the work that still needs to be done to achieve full equality for all people in the community.

In recent years, there has been a growing movement of brands that are publicly committed to equality and fairness.

These brands not only support the LGBTIQ+ community but are also taking concrete steps to create more inclusive workplaces and products.

Adidas is pioneer in this.

The company has released several pride collections and has partnered with organizations like Athlete Ally and Stonewall.

O the other hand, Apple is committed to equality and offers domestic partner benefits to all employees; in addition, it has donated millions of dollars to LGBTIQ+ organizations and for the fight against AIDS. Through the RED campaign, Apple offers treatment support for people with HIV and more recently, this help was extended to fight Covid-19.

RED campaign by Apple. Offers treatment support for people with HIV.

Likewise, Coca-Cola has been an advocate of LGBTIQ+ rights for many years. The company has launched several pride campaigns and has partnered with organizations like GLAAD and human rights campaigns. Disney, on the other hand, has shown where they stand by creating more inclusive products: the company has released several movies and TV shows that feature inclusive characters and convey the diversity of people and stories, and has partnered with organizations like GLSEN and the Trevor Project.

These are just a few examples of the many brands that are working to create a more inclusive world for people in the community, but why is it important for brands to be LGBTIQ+ allies?

The answer is simple: LGBTIQ+ people deserve respect and equality, just like everyone else. Being an ally can help brands attract and retain customers; in fact, a recent study found that 70% of LGBTIQ+ consumers are more likely to buy brands that support the community. Additionally, being an LGBTIQ+ ally can help brands build a more inclusive and safer workplace: a diverse space is a more productive workplace.

Rainbow washing: What can brands do to become true allies?

It’s also true that some companies use this commemoration to attract customers, while not acting towards equality for the rest of the year. This phenomenon is called rainbow washing, which means that companies, politicians and organizations use marketing techniques to show themselves as supporters of the cause but are actually oblivious to it.

Three strategies to be an allied brand

1. LGBTIQ + equality

Brands can show their support for LGBTIQ+ equality by issuing statements of support, donating to LGBTQ+ organizations, and participating in pride events.

2. Create inclusive workplaces!

Brands can create inclusive workplaces that offer benefits for couples, prohibit discrimination based on sexual orientation and gender identity, and provide training on LGBTIQ+ issues.

3. Develop inclusive products

LGBTIQ+ characters and stories in your products, and using inclusive language and images in your materials helps raise awareness of the importance of a world without labels, amplifying each person’s uniqueness.

And as consumers?

There are many ways consumers can support the LGBTIQ+ community, for example by choosing brands that are active allies; Give your support to companies where inclusion, diversity and the defense of the community’s rights are part of their DNA; opt for inclusive language, publicly support the community, in addition to not consuming and following brands that are not inclusive. By taking these steps, consumers can help make a difference in the fight for LGBTQ+ equality.

The study El consumidor LGBT+ mexicano carried out by Nielsen in 2019 states that, in Mexico, the efforts of brands to become inclusive and make visible the diversity in their DNA, and not only in pride month, yield results, as consumers show their preference For these. Of the people surveyed, 61% are willing to consume brands that openly defend the rights of LGBTIQ+ people.

In addition, the study revealed the 10 brands preferred by the community in that year:

1. Facebook

2. Cinépolis

3. Walmart

4. Google

5. Nestlé

6. Uber

7. PepsiCo

8. Citibanamex

9. Kellogg’s

10. Nike

Contribute to the movement

There’s still a lot to be done. Every action taken by brands and companies are only useful if they are accompanied by initiatives focused on preserving respect for human rights. There are several ways you can contribute to the movement, for example, by providing employment to people who, due to discrimination, have difficulty getting a job, such as trans, non-binary and queer people.

Brands must not only show their support at parades and through their products, but they must use their voice and power to push for public policies aimed at equity. How inclusive is your brand?