Are brands pulling back on support for Pride this year? It has been a few weeks since I chatted about this with Allison Carter at Ragan Communications and PR Daily and I still believe that they are not. Rather, I think we are seeing fewer brands veering into the rainbow-washing space given the heightened risk of criticism from LGBTQ advocates (and vocal anti-LGBT activists) on inauthentic or superficial and performative allyship.
However, those brands that understand that action earns trust are continuing to support Pride by uplifting their work to embrace inclusive policies, creating impact-focused purpose-driven campaigns, and promoting a culture of belonging by celebrating and uplifting their employees, consumers, and partners. These brands are not backing away from those values and there is plenty of data to show that this will continue to drive growth, as noted by this year's #ReturnOnLeadership (ROL) Index, comprised of companies with strategic clarity, alignment, focus, and a sense of meaning, showing that the ROL Index ( 49%) has outpaced both the S&P 500 ( 26%) and the Dow Jones Industrial Average ( 11%) over the past three years.
Corporate Pride celebrations have faced backlash in recent years, grappling with challenges such as rainbow-washing and controversies surrounding corporate partnerships.
Gerry Rodriguez, SVP, Brand Purpose and leader of our LGBTQ taskforce 'OutFront,' recently discussed these issues with PR Daily. He highlighted the necessity of genuine engagement and visibility, signaling a broader shift in corporate values towards inclusivity and true support for the LGBTQ community: https://edl.mn/4cfbh8a
#EverydayPride
