How (and why) To Support Pride, Year-Round

By: David Solomito

June is almost over, which means for marketers, company logos will soon change from rainbow back to their standard corporate colors, pride flags will start to come down from retail locations, and budgets for LGBTQ+ influencers might be paused until next Pride Month. While these and similar shows of support during Pride Month are well-intentioned and appreciated, marketers can take action to ensure support for LGBTQ+ customers and employees is sustainable and meaningful year-round.

With $1.1 trillion in buying power and 20% of Gen Z identifying as LGBTQ+, creating an inclusive brand is not just ethical – it’s good business. A Forbes survey showed 23% of consumers prefer brands that support LGBTQ+ rights, and 50% of LGBTQ+ consumers show loyalty to supportive brands. And time and time again, stats show that embracing diversity attracts talent, drives innovation, and ensures long-term success.

While some may take a cynical view of corporate Pride efforts, it’s important to recognize that what is now considered commonplace support would have been seen as highly controversial in the not-too-distant past. I welcome this shift toward acceptance and inclusivity. Even though some brands have scaled back their Pride marketing campaigns, supporting the LGBTQ+ community should not start or end with large-scale, external displays. A best-in-class consumer experience allows customers to feel the company’s mission, vision, and values throughout all touchpoints. 

As leaders, even in organizations with large HR or DE&I functions, it’s not enough to just sit back and assume others will handle things. It’s okay if your organization is just getting started in these areas; even if your organization has been doing this for years, there are always benefits to checking in on progress and improvement. Here are a few key considerations for your marketing organization and company, regardless of size or scale.

1/ Ongoing Training and Education

People come from a myriad of backgrounds and may have varying levels of exposure to LGBTQ+ issues and people. With 75% of LGBTQ+ employees reporting negative workplace interactions related to their identity, providing training and education on these topics is crucial for creating an environment where all can thrive. This can include the promotion of inclusive language and communication. In general, you don’t need to wait for HR to provide materials nor should you assume that the mandated e-Learning programs will drive the necessary culture shift (it absolutely won’t!).

With laws and norms always changing, ensure your training is up-to-date to reflect current learnings and best practices. For instance, best practices are moving beyond inclusion towards the idea of expansiveness. I’ve encountered many instances (often unintentional) where discomfort led employees to silence, not only in those specific conversations but in others where their input could have benefited the company. When employees feel safe to be their authentic selves, they can perform at their best and contribute more effectively. The Human Rights Campaign offers great resources to get started or continue this journey.

2/ Authentic Celebratory Campaigns 

While some brands have recently scaled back LGBTQ+-related marketing campaigns and content, there is still a place for activities that are authentic to your brand and celebrate the community. Having LGBTQ+ employees involved in such activities (either at the brand or agency level) will help ensure authenticity and reduce the risk of any potential landmines. The best campaigns are going to be ones that align with your overall value proposition and add value to a broad base of your customers. 

While at KAYAK and OpenTable, we created a guide to LGBTQ+ travel that can be utilized year-round, as well as a list of LGBTQ+ owned restaurants – that can be enjoyed by all. One brand known to support the community year-round is fitness brand Barry’s. They really ramp up their efforts in June. I recently participated in a Pride-themed class and not only was it fun for everyone (featuring related music and merch) – but the best part was that for each participant a donation was made to a relevant non-profit organization. If there’s some backlash to these types of initiatives (there will always be some backlash) prepare a playbook with your PR/comms team on how to respond (or when not to respond).

3/  Expansive Hiring Practices

Diverse teams are essential for reflecting the lived experience of the customer base and fostering empathy and innovation. This not only ensures your brand and products are rooted in reality for them, but it also helps spot potential biases before they become significant issues. Creating a psychologically safe and expansive environment also allows you to attract the best talent. You don’t want an incredible marketer, developer, or writer passing on an offer because your team does not feel like a place where they can thrive. 

For one example where this matters, look no further than the competitiveness of hiring tech workers, paired with a recent survey showing that 7% of tech workers identify as LGBTQ+. One way to build the best possible team is to establish relationships with relevant organizations that can ensure you have a pipeline of qualified, high-quality candidates. For instance, I recently got involved with OutInTech, which offers training and networking opportunities for employers and employees alike.   

4/ Sustained Affinity Groups

Creating, or simply enabling, affinity groups can provide a sense of community and support for LGBTQ+ employees and customers. These groups offer a platform for employees to connect, share experiences, and suggest initiatives to further inclusivity within the company. Starting an affinity group requires limited resources and can empower employees to contribute innovative ideas, yet many organizations still lack these groups. If the groups exist, it can be difficult for employees to find the information or time to engage appropriately. You can also leverage these groups with your customer base, either by establishing a formal group or providing simple ways for people to connect. 

During my time at the National Basketball Association (NBA), the league was at the forefront of major sports leagues embracing LGBTQ+ employees and fans and fostering community among them. Today, every major sports league in the U.S. has some form of LGBTQ+ initiative that brings people together, with many extending beyond Pride Month.

5/ Comprehensive Policies and Benefits

With marketers taking a bigger role in corporate culture and reputation, they must advocate for expansive policies and benefits that extend beyond marketing. Review your company’s policies and benefits and advocate for improvements where necessary. Things such as equal parental leave regardless of gender identity, access to HIV-preventative medication and Transgender-Inclusive benefits can be great changes to implement in showing up for broader LGBTQ+ communities. The Human Rights Campaign provides a ranking of employers based on how their policies and benefits support LGBTQ+ inclusivity. If your company is not listed, you can still use the rankings to understand what best practices look like. 

Additionally, listening to employees’ experiences can reveal gaps in existing policies, especially since issues and laws are constantly in flux. For instance, when I became a dad, my experience fell through the cracks of some of the existing corporate policies relating to parental time off and benefits. An engaged, empathic leader worked with me to address my situation and advocated for broader policy changes.

6/ Meaningful Support and Advocacy

Sponsoring or getting involved in organizations that support LGBTQ+ causes is a powerful way to show ongoing commitment. Even if your company has global or national partnerships, you may want to align with something that encourages your employees to get directly involved. You can select a cause that aligns with your organization’s values or local community. 

For instance, when I was at Momentum Worldwide, we partnered with God’s Love We Deliver (GLWD), a non-profit whose Headquarters was directly across the street from our office. GLWD focuses on providing nourishing food to those suffering from illnesses such as HIV/AIDS and cancer. Employees would volunteer daily to deliver food door-to-door to those in need, and it was a great opportunity to get to know your co-workers and be proud of your company while having a very real and personal impact on others. This remains one of the most valuable corporate volunteer opportunities I’ve been involved with, and I still continue to support the organizations to this day.

There is no one-size-fits-all approach to building more socially responsible organizations, whether for the LGBTQ+ community or others. With a polarized political environment, broad religious and cultural beliefs, varying consumers across industries, and a range of budgets, it’s crucial to be thoughtful about how to act. But don’t let ‘perfection’ be the enemy of the good. Companies and teams of all types and sizes can make inroads and constantly look to tweak and improve how they create a culture where everyone can do their best work. 

If you’re ever in doubt, remember that even in 2024, your customers and employees may be LGBTQ+ without outwardly identifying as such with co-workers, clients, or even friends and family. Or they very likely have close friends or family who are part of the community. The best initiatives are deeply inclusive while still holding space to honor the various identities in the community, where every employee or customer can feel proud and participate. Consistently demonstrating visible and meaningful support – not just in June, but year-round – will lead to more engaged, innovative, and productive employees, as well as loyal customers.

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David Solomito is a consultant for Black Glass Consulting. David served as CMO of an AI-based software company and has held leadership roles within leading organizations including Amazon Web Services (AWS) and KAYAK/OpenTable. He resides in Brooklyn with his husband and their son.