The time for slapping a rainbow on your brand’s logo has long gone. Here’s how to ensure your support for Pride is more than just skin deep.

It’s June and Pride Month is already in full swing. The month marks a time of celebration, reflection, and advocacy for the LGBTQIA+ community. As brands increasingly align themselves with Pride, the challenge has shifted from merely displaying a rainbow logo to demonstrating genuine support and commitment. Superficial gestures are no longer enough (although they never really were). Consumers and the LGBTQIA+ community are calling for authenticity and substantial support.

As a BCorp agency aiming to enrich tomorrow, the team at Circul8 believes in fostering an inclusive and diverse culture, championing equality and providing opportunities for all. But we also understand that’s easier said than done at times. So we’ve broken it down for you. Here’s how your brand can rise to the occasion and make a meaningful impact during Pride.

1. Educate and Empower Internally
Before you can authentically support the LGBTQIA+ community externally, it’s essential to start from within. Educate your employees about the history, significance, and ongoing challenges of the LGBTQIA+ movement. Consider implementing diversity and inclusion training and creating safe spaces for LGBTQIA+ employees to voice their experiences and needs. Listen to queer creators and allies (à la Renaissance by Beyoncé) on the office Spotify. Share material (TV shows, movies, books) from queer creators to help your team educate themselves after hours. Or chat about the issues the LGBTQIA+ community may be facing over your lunch break. Empowering your team with knowledge and understanding is the first step towards fostering an inclusive culture.

2. Collaborate with LGBTQIA+ Creators and Organisations
Authentic support means working closely with those within the LGBTQIA+ community. Partner with LGBTQIA+ creators, influencers, and organisations to ensure your campaigns are genuine and impactful. Their insights and perspectives can guide your brand in creating content that resonates and avoids common pitfalls of performative allyship.

A shining example of this approach is Circul8’s campaign with Tahiti Tourisme, “The Treasured Test”. For this campaign, we cast real people (not actors), including a lesbian couple, a gay couple, and two trans men, and had the acclaimed Tahitian director Virginie Tetoofa (also part of the LGBTQIA+ community) behind the camera. We also collaborated Meg Ten Eyck from EveryQueer an LGBTQIA+ travel organisation to build out the campaign strategy. This way we were able to ensure an authentic output with careful considerations from members of the LGBTQIA+ community throughout the production process.

3. Support Beyond Pride Month
Your commitment to the LGBTQIA+ community shouldn’t be confined to the month of June. Show continuous support by advocating for LGBTQIA+ rights, supporting relevant causes, and promoting diversity year-round. This can include sponsoring LGBTQIA+ events, donating to LGBTQIA+ charities, and incorporating inclusive policies within your company. Long-term support speaks volumes about your brand’s true commitment to equality and inclusivity.

4. Share Stories, Not Stereotypes
One of the most powerful ways to connect with the LGBTQIA+ community is by sharing authentic stories. Avoid stereotypes and tokenism by highlighting real experiences and voices within the community. Storytelling should be heartfelt and reflective of the diverse experiences within the LGBTQIA+ spectrum.

“The Treasured Test” campaign exemplifies this by focusing on the importance of safe travel for the LGBTQIA+ community. The campaign used real-life LGBTQIA+ couples from different cultural backgrounds to test how they felt travelling to The Islands of Tahiti. By showcasing genuine experiences, the campaign created a relatable and compelling message that transcended mere marketing. Each member reported that they felt genuinely welcomed everywhere, reinforcing the campaign’s message that everyone will ‘feel treasured’ in The Islands of Tahiti.

5. Be Prepared for Accountability
With increased visibility comes increased scrutiny. Be prepared to back up your Pride initiatives with tangible actions and be open to feedback from the LGBTQIA+ community. Authentic allyship means being willing to listen, learn, and make necessary changes based on constructive criticism.

Conclusion
Moving beyond performative gestures and towards genuine support for the LGBTQIA+ community is not only the right thing to do, but it also resonates more deeply with consumers. Authenticity in Pride Month marketing requires ongoing education, meaningful collaboration, consistent support, genuine storytelling, and a willingness to be held accountable.

By following these guidelines and representing diversity with authenticity, your brand can make a positive impact that lasts far beyond Pride Month. Let’s celebrate Pride with the respect, dedication, and authenticity it deserves.

Further Reading

GENUINE PRIDE OR CORPORATE RAINBOW WASHING? – Fair Planet
How to avoid ‘rainbow washing’ during Pride Month – Penn Today
‘Put your money where your pride is’ – Rainbow Washing and how to be an authentic ally – Marketing Mag
Pride Month marketing: From rainbow-washing to wariness – Campaign Asia

By Kate McGregor, Social Media and Digital Manager at Circul8

Header image by Raphael Renter | @raphi_rawr on Unsplash