Beyond the Rainbow Flag: Authentic Marketing for a Meaningful Month

June is Pride Month, a time to celebrate the LGBTQ+ community’s history, resilience, and ongoing fight for equality. Businesses have a unique opportunity to show their support through marketing, but it’s crucial to go beyond mere rainbows and hashtags. Let’s explore how to create authentic campaigns that resonate with the LGBTQ+ community and your broader audience:

Move Beyond the Rainbow

While rainbows are a powerful symbol of Pride, avoid simply slapping them on your logo and calling it a day. This practice, known as “rainbow washing,” can feel performative. Instead, focus on amplifying LGBTQ+ voices. Consider partnering with LGBTQ+ creators, artists, and influencers for your campaigns.

Show, Don’t Tell

Actions speak louder than words. Highlight your commitment to diversity and inclusion within your company. Do you have an LGBTQ+ employee resource group? Offer inclusive benefits packages? Share these efforts authentically. Avoid tokenism by simply showcasing your LGBTQAI+ employees without any call to action.

Make it a Cause, Not a Campaign

Pride Month is an ideal time to raise awareness for LGBTQ+ causes. Consider partnering with an LGBTQ+ non-profit organization. Donate a portion of proceeds from a specific product line or host a fundraising event. Use your platform to lift up organizations that are actively working toward a more equitable today and tomorrow. Collaborate with local entities, community leaders, and other businesses.

Long-Term Commitment

True allyship extends beyond June. Let your Pride Month marketing be the start of an ongoing conversation. Whether it's a fund, a partnership, or an ongoing initiative consider how you can continue to support the LGBTQ+ community throughout the year. Make your efforts a dialogue by inviting thought leadership from a variety of subject matter experts. 

Additional Tips:

Use Inclusive Language: Be mindful of pronouns and avoid heteronormative assumptions in your marketing materials.

Be Authentic: Don’t force your message. Let your genuine support shine through.

Educate Yourself: Learn about the history of Pride and the challenges faced by the LGBTQ+ community.

Resources for Educating Your Team:

What LGBTQIA+ Means

LGBTQ+ Training

LGBTQIA+ Health Education

LGBTQ+ Student Resources Toolkit

By following these guidelines, your business can use marketing to authentically celebrate Pride Month, fostering a more inclusive and welcoming environment for everyone.