As Pride Month comes to a close, we all have a bit of time to reflect. Whether we’re a member of the LGBTQIA+ community or whether we’re an ally, we can all hopefully agree that we’ve come a long way in the 52 years since the Stonewall rebellion in 1969. For the LGBTQIA+ community, Pride Month is an opportunity to celebrate. It’s also an occasion to remind ourselves that the queer communities still struggle for inclusion and equity. At Kite Hill PR, we celebrate Pride year-round by proactively building and fostering a diverse and inclusive culture, and by creating a safe and inclusive space for everyone. At the start of the month, many corporations suddenly switched their monochrome logos with the rainbow versions to display to all. As communicators, when we are asked to recommend timely and topical ways for brands to embrace social justice movements like Pride, we always lead with the need to be authentic about encouraging safe and inclusive spaces for all genders, and to avoid the appearance of “pinkwashing” or being performative with marketing stunts.
Pinkwashing vs Purposeful Marketing
June marks what is now the annual appearance of rainbow motifs, logo treatments, flags and merchandise, online or at nearly any supermarket or retailer. Corporations illuminate the June sky with rainbow logos galore. But our advice? Before imbuing a brand with a rainbow palette, be sure corporate practices are in order and that the company is walking the walk and truly advocating for equality. AT&T, Verizon, UPS, and FedEx to name a few all have been criticized in recent years for pinkwashing. Consumers will also demand that leaders align with the sentiments of their companies: Chick-fil-A may have pledged support of the LGBTQIA+ community in 2019, but its Chairman and CEO was recently called out for his personal discriminatory actions.
Actions speak louder than words – and logos. Corporate responsibility isn’t just a simple game to play. It’s a time where vocal allyship is seen and heard. Some marketers have not only understood this, they’ve embraced it. T-Mobile is one corporation who is embracing and advocating for the betterment of the queer community. The “Un-Carrier” was the corporate sponsor at NYC Pride 2019 to celebrate the 50th anniversary of the Stonewall rebellion. More recently, they aided the HRC (Human Rights Campaign) with a $1 million donation aimed at developing digital literacy and financial empowerment for the queer community: an exemplary purposeful marketing campaign worth celebrating this Pride Month.
We still have far to go to achieve complete equality for all of the LGBTQIA+ community across the gender spectrum. Yet when recent news out of the NFL – which many would have imagined the last place to celebrate pride – with Carl Nassib becoming the first openly gay active player in the NFL, this moment may mark a truly mainstreaming moment for marketers, and signaling even greater understanding of what pride and inclusion is all about. Here’s to hope and to a Happy Pride Month!
Jason Keller, Sr. Director of Growth & Digital Strategy