Embracing LGBT+ Inclusivity in Marketing

Brighton Pride Weekend is almost here, a time when the city of Brighton and Hove erupts into a vibrant celebration. It’s a reminder of how far we’ve come in embracing LGBT+ inclusivity and rights, but also a moment to reflect on how businesses can genuinely support this community.

In recent years, many companies have started to consider their Environmental, Social, and Governance (ESG) commitments more seriously, with a particular focus on Diversity, Equity, and Inclusion (DEI). This shift is commendable, yet there’s a crucial distinction between genuine support and simply jumping on the LGBT+ bandwagon. For small businesses, understanding this difference is essential to avoid PR disasters and to truly benefit from inclusive marketing strategies.

The Danger of Performative Inclusivity

Jumping on the pride bandwagon without a solid foundation in DEI can be disastrous. Consumers today are discerning; they can tell when a brand’s support for LGBT+ causes is superficial. Such inauthenticity not only fails to resonate with the community but can also backfire, damaging a brand’s reputation.

Rainbow washing is often seen during Pride Month or surrounding localised Pride events across the country. So what is Rainbow Washing? It is when brands use rainbow colours and LGBT+ symbols to show support for the community without backing it up with genuine actions. It’s like putting on a flashy coat but not changing what’s underneath. This superficial show of solidarity can come off as insincere and exploitative, especially when it’s clear that a company is only in it for the marketing boost.

Success Stories: Genuine LGBT+ Initiatives

Several businesses have successfully woven LGBT+ inclusivity into their core values and marketing campaigns, showing how authentic commitment can enhance their brand; here we take a look at a couple of examples:

Marks & Spencer (M&S) has made significant strides with its inclusive initiatives. Their “Be Yourself” campaign, supporting LGBT+ charities, has been well-received. M&S’s long-term commitment to DEI, backed by substantial internal policies, has helped them build a strong, positive image. Learn more about their approach – M&S Be Yourself Campaign.

Microsoft has been a long-time supporter of LGBT rights and has run several impactful campaigns, such as the “Pride has no borders” campaign which highlights the global fight for LGBT rights; in addition, Microsoft is known for its inclusive workplace policies, including comprehensive benefits for same-sex partners, gender-neutral bathrooms, and strong support for transgender employees.

Sky has been hugely successful in cultivating an inclusive workplace, and the LGBT+@Sky network, an internal employee resource group (ERG), is a testament to this commitment, which provides a supportive platform for LGBT employees and allies to connect, share experiences, and advocate for greater inclusion within the company. Through various networking opportunities, social events, and support systems, LGBT+@Sky plays a crucial role in ensuring an inclusive environment for all.

In addition to promoting LGBT+ content across its platforms and running various campaigns internally, Sky actively participates in Pride events across the UK, showcasing their involvement through social media, advertisements, and sponsorships. Their colourful presence at London Pride, featuring vibrant floats and enthusiastic employee participation, underscores their dedication to diversity.

PR Nightmares: The Perils of Inauthenticity

On the flip side, some businesses have faced severe backlash for their tokenistic approach to LGBT+ inclusion. Here are a couple of cautionary tales:

Primark Pride-themed clothing line drew criticism when it was revealed that the company had minimal DEI policies and products were being made in countries where being gay is a criminal offence. This move was perceived as an attempt to profit from the LGBT+ community without meaningful support. The backlash underscores the risk of appearing insincere. Read more about the controversy – Primark Pride Controversy.

Bud Light In 2021, Bud Light’s Pride Month campaign left many in the LGBT+ community disappointed and frustrated. Instead of a genuine show of support, the brand used the LGBTQ acronym to craft a slogan that felt more like a marketing ploy to sell more beer. Though we can only speculate about the discussions behind this campaign, it’s evident that the input of queer individuals was likely missing. Brands should avoid turning the LGBTQ acronym into a mere sales tool. When aiming to connect with a specific community, it’s essential to involve members of that community in the creative process, or at the very least, consult with them through focus groups before launching a national campaign.

The Crucial Role of DEI in Business

For small businesses, a genuine commitment to DEI is not just a moral imperative but also a strategic advantage. A robust DEI policy can enhance employee engagement, drive innovation, and boost brand loyalty. Here’s how to integrate DEI effectively:

1. Educate and Train Your Team: Regular training sessions on DEI can help build an inclusive workplace culture.
2. Develop Authentic Policies: Create clear, actionable DEI policies that go beyond marketing stunts.
3. Engage with the Community: Partner with local LGBT+ organisations and participate in community events. This shows real support and helps build genuine connections.
4. Create and Commit to a Strategy/Roadmap: Develop a long-term strategy for DEI. The commitment doesn’t need to bring overnight change but must be evident and sincere.
5. Seek Professional Advice: If you’re unsure how to craft your DEI strategy, consider consulting with experts. It’s better to take a thoughtful, well-informed approach than to risk appearing insincere. Companies like Boxless offer consultative services to help navigate the complexities of DEI.

Authenticity Over Trendiness

While it’s fantastic that more businesses are considering their role in promoting LGBT+ rights, it’s essential to ensure that these efforts are genuine. If your business lacks a solid DEI policy or you’re unsure how to communicate your support effectively, it’s often best to seek professional guidance or hold off on making public statements. Authenticity is key to building trust and fostering a truly inclusive environment.

Pride reminds us that inclusion is about more than just visibility; it’s about real, lasting change. For small businesses in the UK, embracing DEI authentically can enhance your brand’s reputation and create a more inclusive community for everyone.

Authenticity always shines brighter than a rainbow logo slapped on for a month.