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If you follow any brands on social media, it’s highly likely you’ve noticed them change their logo to one incorporating the rainbow flag. You might have also seen rainbow flags flying outside of government buildings and businesses’ head offices. All of this is to mark Pride month which takes place in June each year to advocate for rights and visibility for the LGBTQ+ community.
Although cities globally hold their Pride events at different points in the year, many fall within June so they line up with the anniversary of the start of the Stonewall Riots in New York, which lasted from June 28th until July 3rd. Stonewall is largely credited as the birth of the modern day Pride movement. What started as riots against police brutality in New York (led mainly by black trans members of the community) would evolve into marches around the world demanding acceptance, visibility and legal protections for LGBTQ+ folks.
This year will be different due to COVID-19. Most Pride marches have been called off to prevent further spread of the disease, and while there are plenty of fantastic events taking place online, the absence of Pride as a physical presence this year is very strange indeed. It’s a big loss for the community, particularly at a time when lockdowns have hit LGBTQ+ people particularly hard.
Why Pride still matters today
The biggest misconception people outside (and inside) the LGBTQ+ community have about Pride is that it’s a big party. It’s easy to see why. These days many marches feel more like a carnival than a protest. However this ignores the true history and purpose of Pride. Pride started as a riot and has always existed to protest and push for progress and change (and yes, to celebrate the progress we’ve made).
Pride matters today because the LGBTQ+ community still faces big challenges, at home and abroad. It’s still the norm for LGBTQ+ people to be bullied, and too many people still die by suicide. The rights of the trans* and non-binary community are continuously under attack and far from secure. And there are still 70 countries around the world where homosexuality is illegal, and 12 where homosexuality carries the death penalty. There is lots of work to do, and plenty to still protest.
Pride also does not exist within a vacuum. As a community we need to recognise that some parts of our community have made progress, but left other parts behind. The Black Lives Matter movement is just as important in the LGBTQ+ community as it is within wider society, and this year many Pride marches have evolved into Black Trans Lives Matter marches, with more in common with the first Pride marches in the 1970s than with the Pride parties of the last decade.
How brands can be allies
Most members of the LGBTQ+ community want brands to support us. However what is really needed and appreciated is authentic support, rather than virtue signalling. COVID-19 will lay bare this distinction. This year, it will be clearer than ever which brands genuinely supported the LGBTQ+ community, and which were doing so for some free advertising at Pride.
Being a true ally to the community means supporting LGBTQ+ causes when times are tough. If you’re a brand that usually spends big on sponsoring floats in Pride marches, but then pulls all budget out of Pride because marches are cancelled, it becomes pretty clear that this support wasn’t genuine.
The same goes for those rainbow logos. It’s nice when a brand changes its logo to include a rainbow, but what does it actually mean? If it’s not backed up by actions, it’s an empty gesture, and you’ll be called out pretty quick.
Listen to queer voices
Brands who want to authentically support the LGBTQ+ community need to listen to queer voices. The best place to start is with your own workforce, and this is why company Pride groups are so important. Action should be led by members of the LGBTQ+ community, and brands should then leverage their resources and platform to make these voices heard.
Brands should also put queer creators front and centre. Does your brand want to do something that authentically supports the black trans community, for example? Then write the cheques and pay for black trans content creators to help you create campaigns and shape your actions. Doing the right thing usually isn’t free, but building a brand that fights for causes alongside its customers is worth its weight in gold.
Pride is more than just a month
There’s a running joke on social media that as soon as Pride month ends, brands immediately ditch the LGBTQ+ community. It’s all tied up in the idea that brands never really cared, and it was all to sell a few more rainbow T-shirts.
If your brand truly wants to support its LGBTQ+ workforce, advocates, and customers, it needs to do so all year. As someone who volunteers with an LGBTQ+ network helping with brand partnerships, I can tell you we’re always way too busy in June, and never busy enough during the rest of the year. PR and marketing folks love to link activity to specific days and months, but this is one of those cases where you don’t need to wait for June to do something positive for the queer community.
How to support the LGBTQ+ community all year long
When it comes to your brand, here are some simple ways to make sure your support for the LGBTQ+ community is authentic:
Pride matters deeply to most members of the LGBTQ+ community, which is why it’s so disappointing when brands see it as a sales or marketing tool. Authentic support is hard, but as consumers make it increasingly clear that they want to buy from brands that align with their values, it’s worth getting right. As Pride month draws to a close in this unusual year, brands have an opportunity to step up and show that even without the party, Pride matters all year.
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Andrew Rogers is an Account Director at Allison+Partners.