How to Be a True Corporate Ally in the Era of Rainbow-Washing.
A survey by Harris Interactive found that "approximately two-thirds of LGBTQIA+ adults, or roughly 66%, would be very or somewhat likely to remain loyal to a company or brand they believed to be supportive of the LGBTQIA+ community”. With such a surge in buyer pressure to support inclusive businesses, more companies are pushing marketing campaigns centred around Pride Month, yet are they truly making a difference? Rainbow-washing refers to companies using LGBTQIA+ imagery or marketing to entice buyers to purchase their product without giving tangible benefits back to the community. Rainbow-washing is a form of performative allyship that is pervasive in the business world, with copious amounts of corporations slapping a rainbow on their logo during June. If you're a business owner looking to become a better ally in the workplace without reverting to rainbow-washing, read on for some top tips.
First and foremost, to be a true ally as a business owner, you need to create a diverse environment through inclusive hiring practices. That means working with your talent acquisition team to prioritize conscious and inclusive hiring and checking their unconscious biases. Blind resume-screening - removing names, genders, and other affiliations- can reduce the role of discrimination during the interview and hiring process and attract a greater variety of candidates. The people you hire as a business owner reflect your company's values and ultimately can influence whether consumers will be willing to buy your product. It's essential to feature LBGT talent in external and internal campaigns, not just the LGBTIA+ inclusivity programming.
Another aspect of having a diverse team is including a wide range of people in management positions and senior roles. There are approximately 9 million LGBTQIA+ Americans alone, yet according to a study conducted by McKinsey, LGBTQIA+ women “comprise only 1.6 percent of managers and even smaller shares of more senior levels.” Promoting diversity from within is crucial to creating a work environment that is inclusive to marginalized groups and discourages discrimination.
“Corporate accountability does not begin and end with employee benefits and hiring practices—it extends to how a corporation spends its dollars, philanthropic and political.” - GLAAD president and CEO Sarah Kate Ellis
Support local and national LGBTQIA+ direct service non-profits with either time or donations, and involve your LGBTQIA+ employees in finding local organizations or causes to back. Another way to show support for the LGBTQIA+ community is through political support. There has been an unfortunate rise in corporations claiming to support the LGBTQIA+ community yet regularly donating to the anti-gay politicians. Allied corporations must be mindful of which candidates and politicians they back financially and whether these candidates introduce, vote yes, or otherwise support anti-LBGTQIA+ legislation or block the passage of pro-LGBTQIA+ legislation. It's necessary to vet political donations and elected officials by evaluating platforms and voting records.
Becoming a better ally can seem daunting with many nuances to consider, but imperfect action is better than no action. As long as you move forward with empathy and a willingness to have open conversations, you can achieve a progressive work environment that is inclusive to people from all walks of life. If you'd like to find out more about how your business can be a better ally to both the community and your employees year-round, contact us! We’d love to help you find your stride this pride month.
