Why does it matter?
Because your audience cares!
Millennials and Gen Z (ages 12-43) are the majority of the working-age population, so there’s a high likelihood that your business’s target audience falls within this range.
New data shows, 79% of this demographic support non-discrimination protections for the LGBTQIA+ community. Additionally, 28% of Gen Z adults and 16% of millennials identify as LGBTQIA+ themselves. So, when it comes to Pride Month, it’s a good idea to think carefully about how you’re showing up (because they sure are).
Older audiences care deeply too, but it’s worth examining how this new and growing audience thinks when considering the long-term perception of your business — they’re the future, after all.
And, one more thing: let’s avoid performative activism. It can do more harm than good, reducing complex issues to marketing gimmicks and diluting the impact of genuine advocacy.
How can my business do better?
Here are some suggestions to make your Pride Month posts more meaningful and impactful. Every business is unique, so different post styles will showcase your brand’s authenticity. Find out what works for you!
- Education: Post educational content about the history of Pride Month. If you can, share stories of real people within the LGBTQIA+ community (with their informed consent) to highlight their thoughts and experiences.
- Resources: Use your platform to provide access to advocacy resources, non-profit organizations, and support groups. This can help your audience learn more and get involved in meaningful ways.
- Community voices: You don’t have to be an expert on every social issue! Instead, amplify the voices of those who are. Point your audience in the direction of leaders and activists from the community.
- Stay local: Shine a light on work being done in your own community. Organizations, groups, or events that are supporting the cause.
- Consider donating: If you have the means, consider making a donation to a relevant cause. Financial support can have the most significant impact of all; and who knows, maybe you’ll inspire others to do the same.
And, beyond! Make sure the values you promote during Pride Month are upheld in your workplace all year round!
What am I saying about my business?
As a forward-thinking business, your actions should be meaningful and intentional. Ask yourself why you want to post something for Pride:
- To raise awareness?
- Because you care about the cause?
- Because you think it’s important?
If so, consider implementing one of the suggestions mentioned above, which will be more effective in working towards those goals than simply adding a rainbow flag to your logo.
If you’re only posting because it’s what everyone else is doing, reconsider whether you need to post at all. Pride Month is about real people and a long history of struggle. You’d be surprised how quickly insincerity is recognized.
For Pride Month… And beyond
The principles discussed in this blog apply to more than just Pride Month. They are relevant to Black History Month, International Women’s Day, National Day for Truth and Reconciliation, Men’s Mental Health Awareness Day, and any other day rooted in a history of oppression.
If you want to take a stance, take it seriously.
Happy Pride!