I work next to one of the biggest retail spaces in Europe, and for the month of June I can’t walk into a store without seeing some nod to Pride Month. In theory; fantastic. How amazing that after 50 years of fighting for equality, the rainbow has trickled down to every business imaginable – from Burberry to B&Q. However, is all corporate Pride support equal in 2023? Can a business always practice what they preach, and demonstrate that their support isn’t just a simplistic PR ploy?
I’ve spent the last three months leading the big group Pride Campaign Team, it’s something that means a lot to me both professionally and personally. Before advising clients, it’s important to understand how brands go wrong, but importantly, where they go right too.
When dealing with such a meaningful and emotionally charged project like Pride, how should marketers keep themselves in check? How can you guide a client on being credible in the space? How can you even begin to benchmark something that’s ever-evolving, and means different things to so many?
I guess that’s why I could say I am proud to ask, what makes your Pride campaign F.A.B?
Focused. Authentic. Balanced.
With the assistance of our Diversity and Inclusion committee, I’ve developed a simple strategy to assist even the most out of touch individual become an expert in Pride activation. A tiny three letter word that can have a monumental impact on how you connect with LGBTQ+ individuals.
A campaign’s ‘focus’ has to be clear – everyone knows that. It’s essential within the Pride space though as a clear goal leads to a clear result. Are you merely trying to push a product onto the community, or bring awareness of your business’ inclusive practices within the workspace? Are you wanting to grab your share of the ‘pink pound’, or genuinely want to connect to a growing audience whose voice matters more than ever? If your goal is clear and valid, no one can accuse you of ‘pinkwashing’. Which brings me very nicely to ‘A’.
A colleague asked me how one even begins to define a Pride campaign as ‘authentic’. I think the answer is simple. Does the messaging of your billboards and ads reflect the practices of your business? Can you call yourself an ally if your business is lacking in diversity, or interact within economies/governments that don’t acknowledge the community at all? Have you paid a queer individual to appear on your social channels, just to add some much-needed diversity to your bland Instagram page – for simply no rhyme or reason? This is why authenticity is so important. It takes one dodgy social post to make your brand look like they are trying to pander.
And last but not least, ‘balance’. Are you trying to connect with all members of the community? Are you aware of the different nuances and challenges faced by various queer individuals? And are you consulting those individuals on what they want to see from your work? Are doors being opened for those who should be speaking out, to talk candidly and openly to campaign teams?
It sounds simplistic, but maybe that’s because ‘support’ is actually really simple. There’s no secret code, no prize-winning slogan, nowhere you can cheat it. If you break down your methods into three simple steps, it makes something that can be a minefield a little clearer. If you and your business genuinely care about the lives of LGBTQ+ people, and can show how you do this month – well that’s just fab isn’t it?