4 Ways You Can Affect Real Change at Your Company This Pride Month

As Pride Month unfolds, we are noticing the return of the annual trend of corporate brands rolling out vibrant logo changes and punny merchandise in support of LGBTQIA+ inclusion. This trend, commonly referred to as ‘Rainbow Washing’, -- or when companies adjust their brand marketing during pride to center queerness at a surface level -- has become the June norm. While festive and supportive on the surface, these external efforts are far too often replacements for authentic internal work. The heritage & identity month trap finds companies so focused on statements and branding that the real work of systemic change and support is overlooked. It’s a slippery slope and one we heavily encourage companies to reflect on and interrupt. Keep in mind that DEI in marketing without real internal change veers into the territory of optics and performative allyship. How can you avoid this trap? 

Here are 4 ways you can affect real change this Pride month at your organization:

1. Build a culture that authentically considers and involves LGBTQIA+ employees: Building an inclusive culture comes from incorporating small norms that become community standards. This might include openly supporting gender expression at work or normalizing sharing pronouns in written and spoken communication. This practice should be optional to ensure those not comfortable being out as gender non-normative aren’t obligated to prematurely share sensitive information. The more you engage in open conversations on gender and identity at work, the more it will become part of the fabric of your values and culture. 

2. Include benefits and medical coverage that includes the needs of LGBTQIA+ folks: This is where equity comes in. Consider incorporating gender affirmation procedures into your benefits. Be mindful of whether fertility benefits are inclusive of non-heterosexual couples and consider expanding adoptions and mental health services.

3. Codify protections for gender identity, sexual orientation & gender expression in company policy: Part of building an inclusive culture is ensuring safety and security of the most marginalized communities. The gender-fluid and trans community is particularly vulnerable to hostile workplace environments. Creating a safe work environment might involve utilizing gender neutral language or establishing gender neutral bathrooms in your office workspace.

4. Center intersectionality and impact in your external initiatives: As you work to impart internal change, there are also opportunities to build impact into your external facing efforts. Tying your marketing and programming to donations for those most vulnerable in the LGBTIQ+ community -- Black and Brown trans folks in particular -- is a great way to ground your work in the roots of Pride Month (community activism). Below are a couple organization you might consider supporting: 

   • The Okra Project

   • The Marsha P. Johnson Institute