On brands and Pride
There are two things that I will always believe to be true:
- Actions speak louder than words, and they also speak louder than a rainbow logo.
- ‘Pinkwashing’ is a horrendous practice whereby organisations explicitly seek to profit from affiliation to, or hijacking monikers of, the LGBTQ+ community while simultaneously discriminating against, or undermining the rights of the community.
With that said, let’s talk about brands and Pride.
All over social media networks, shop windows and advertising, June brings a swathe of organisations turning their logo colours to match the Gilbert Baker Pride rainbow flag in recognition of Pride month. For those of us lucky enough to live in Brighton which, although is not without its own inclusivity issues, is generally adorned with rainbow flags all year round, the idea of Pret or Tesco turning their logos rainbow themed, or M&S stocking themed sandwiches, can often feel like a trivial and tokenistic gesture. It’s easy to think that it doesn’t matter, that no one will care - and that it’s not going to bear much effect on where I spend my glorious and glittery pink pounds.
But you know what; I actually do care a bit about these stupid rainbow logos. As small a gesture as they might well be, they are a signal to others that the tide is changing.
When I talked about this with my other LGBTQ+ colleagues, we reflected on the moments in our lives where we’d felt othered. Where we’d been openly discriminated against, or at worst, made to feel unsafe. While we might feel some semblance of freedom - able to walk down the streets in Brighton holding the hands of partners without fear of being heckled, or talk with honesty about our relationships and lives at work - our decisions about where we visit, or who we open ourselves up to, are still largely dictated by lack of progress in some parts of society.
Big, loud, visible inclusivity is still a radical act. And organisations taking the time to join that bandwagon delivers a clear message to other employers that attitudes are changing. It also tells LGBTQ+ people who feel isolated or othered that there are workplaces out there where they can bring their whole selves to work. In all honesty, if I were a teenager in Ringwood again and I saw a business - any business, it literally could have been the local tip - shouting out to the world that they are an inclusive employer I would have hung out there like a bad smell. But I didn’t see it, and despite having a hugely supportive friendship group, my entire experience of the LGBTQ+ community up until I was 21 revolved around three crappy nightclubs, a hit-and-miss university society, and an annual Pride event that was hidden behind pop-up walls in Bournemouth Triangle.
While there is value in the rainbow display, I’d urge organisations to think about action first. We talk a lot to our clients about how great brands align people, purpose and potential, and with that comes a need for honest criticism. If your organisation is claiming to support the LGBTQ+ community, how are you fostering a culture of inclusivity? Holding up the Pride flag should be a symbol of an attitude in your leadership, but should tell everyone that you have done the work and are continuing to do the work, to be a more inclusive employer. It should feel heavy, loaded with effort, commitment and scrutiny.
In case you’re looking for ideas of where to start, or want to get a better understanding of who your organisation could improve, here’s a handy list of some fantastic resources:
- Stonewall provides specialist support to businesses including assessments and toolkits for employers here.
- Check out the UN’s guide to Gender Inclusive Language.
- Wired Sussex put together a fantastic Diversity Toolkit.
For UnitedUs, we know there is still work to do and we’re continuing to adapt our processes and language across our business to live up to our goal of creating a truly inclusive workplace. From including a Q&A on our careers portal that addresses the needs of disabled people and parents, to a recent conversation and commitment to adding preferred pronouns to our email signatures, to taking positive action to invite people of colour to join our team in our job ads and through specialist recruitment portals.
If you, like us, are doing this work, I urge you to talk about it. You never know who else you might inspire, or who might need to hear it.