Has business gone back into the closet on its Queer community?

Each year, Pride is an opportunity to showcase solidarity with the LGBTQIA+ community, highlighting the values of equality, acceptance and diversity. And yet, this year, it’s noticeably quiet. Brands and business seem not to be gearing up in their usual way. 

Just this week, US supermarket Target removed several items from its Pride merchandise, co-created with queer trans artist couple Ash + Chess, over concerns for employee safety. In their statement, this was ‘due to threats from domestic terrorists’. What was an incredible case study in inclusive marketing rapidly turned sour as the brand pulled out at the hint of backlash. Target made it clear that LGBTQIA+ people couldn’t rely on them when the going was tough.

It’s easy to assume that progress for the queer community is linear and always positive. But the evidence is clear: things are worsening - particularly for trans people. In the last year, there’s been a 59% increase in anti-trans hate crime in the UK, and a 41% rise in hate crime on the basis of sexuality.

The reality is that LGBTQIA+ people have always existed and always will. We work across the globe, in every kind of job, in every sector. Businesses need to be prepared that as awareness and acceptance grow, there will only be more of us. According to GLAADs Accelerating Acceptance report, 1 in 5  of employees will identify outside the gender binary by 2027. My experience personally and professionally shows me that most businesses want their staff to feel safe, supported and upheld during times of stress. I’m encouraged that this Pride month, if you’re reading this post, it’s because you want to make a sustainable impact.

Some ideas for supporting LGBTQIA+ teams:

1. Education, awareness and training:

Promoting education and raising awareness across all staff about LGBTQIA+ history, issues and rights is a powerful step towards fostering a more inclusive workplace. Organise training, workshops, seminars or guest speakers to educate employees about LGBTQIA+ experiences, challenges and Pride’s significance. This step is crucial for fostering an atmosphere of empathy and respect through better understanding of each other.

2. Collaborate to create more inclusive policies:

To confidently promote equal opportunities and prevent discrimination in your organisation, your policies and practices need to be designed and implemented to be inclusive. This might be providing transgender healthcare coverage or looking at your benefits for different ways of being a parent. The challenges will be bespoke to your organisation and we can help you.

3. Inclusive Marketing Campaigns:

During Pride month, many companies launch marketing campaigns that align with the values of the LGBTQIA+ community. However, it’s essential to approach these campaigns with authenticity and respect. Collaborate with LGBTQIA+ creators and influencers to do this. Avoid tokenism or "pink washing" by ensuring that your commitment to inclusivity is reflected in your business practices year-round.

4. Support LGBTQIA+ Organisations:

Demonstrate your commitment by supporting local or national LGBTQIA+ organisations. Consider making charitable donations or partnering with relevant non-profits, social justice initiatives or advocacy groups. This support can make a meaningful impact to the ongoing fight for LGBTQIA+ rights and equality.

5. LGBTQIA+ Employee Support:

Creating a safe and supportive environment for all employees should be a priority. Within that, it’s important to understand that some communities need more support because of the daily challenges they face. Offer employee resource groups to provide spaces for LGBTQIA+ employees specifically to connect, share experiences and offer support. Implement gender-neutral restroom policies and update your dress code to be inclusive of all gender expressions.

Meaningful support for the LGBTQIA+ community goes beyond gestures. It requires a genuine commitment to fostering an inclusive and equitable environment for all. By taking these steps, your business can make a positive impact, not just during Pride, but throughout the year.