{"id":10919,"date":"2022-06-16T08:00:00","date_gmt":"2022-06-16T16:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=10919"},"modified":"2022-06-15T06:48:13","modified_gmt":"2022-06-15T14:48:13","slug":"inclusivity-over-profit-how-to-show-support-for-lgbtq-brands-beyond-pride-month","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/inclusivity-over-profit-how-to-show-support-for-lgbtq-brands-beyond-pride-month\/","title":{"rendered":"Inclusivity Over Profit: How To Show Support for LGBTQ+ Brands Beyond Pride Month"},"content":{"rendered":"\n

In June, many brands show their support for the Lesbian, Gay, Bisexual, Transgender, and Queer (LGBTQ+) community with rainbow-colored merchandise, community partnerships, artist collaborations, proceeds donations, and more. Perhaps you have seen Lego\u2019s Everyone is Awesome<\/a> set or Skittles\u2019 Pride Pack<\/a> sitting on retailers\u2019 shelves. However, while the intention to bring awareness to the LGBTQ+ community and celebrate Pride month may be genuine, these can quickly be perceived as ill-hearted marketing tactics<\/a> known as \u201crainbow washing.\u201d<\/p>\n\n\n\n

What is rainbow washing?<\/strong><\/h2>\n\n\n\n
\"Rainbow<\/figure><\/div>\n\n\n\n

What is <\/em>rainbow washing? It\u2019s when a brand uses Pride colors to indicate their support of the LGBTQ+ community without taking any real action. Sentiment quickly falls flat for brands who simply swap out logos on social media during June and can backfire if consumers believe a retailer’s colorful products are released with the sole intention of boosting sales. <\/p>\n\n\n\n

Younger generations are quick to call out brands that aren’t practicing what they preach when promoting diversity, and Pride month is no exception. This shouldn\u2019t come as much of a shock, with more than 20% of Gen Z adults<\/a> self-identifying as LGBT in a survey done by Gallup, compared to the national average of 7.1%. Other common examples of rainbow washing include underpaying queer talents such as models or artists, fostering an unsafe work environment for LGBTQ+ employees, and donating to anti-LGBTQI+ organizations or public figures. <\/p>\n\n\n\n

How to avoid rainbow washing and show genuine support for LGBTQ+ brands<\/strong> <\/h2>\n\n\n\n

There are many ways brands can avoid rainbow washing during Pride month, including year-round inclusivity efforts, building strong brand values from within, and developing marketing campaigns that truly support the LGBTQ+ community. Here are a few ways brands can effectively support LGBTQ+ brands 365 days a year.<\/p>\n\n\n\n

1. Inclusive advertising<\/strong><\/h3>\n\n\n\n

With an estimated 3.7 trillion dollars<\/a> in purchasing power, LGBTQ+ consumers need to be taken more seriously. One way to do this is by making advertisements more LGBTQ-inclusive. Studies have shown that 64% of LGBT allies and 46% of all Americans<\/a> believe LGBT-inclusive advertising would make them more likely to consider purchasing its products\/services. According to Nielsen<\/a>, LGBTQ+-inclusive ads are hard to find outside of June and there are significant opportunities for brands looking to expand their inclusive ad campaigns throughout the year. <\/p>\n\n\n\n

2. Embrace diversity and inclusion as a core value<\/strong><\/h3>\n\n\n\n

The best place to start making an impact for the LGBTQ+ community is from within, by building an inclusive workplace culture for every employee. Retailers doing it right<\/a> enhance corporate benefits, outwardly encourage employees to be themselves, offer transparent support as an ally, create LGBTQ+ friendly employee resource groups, and partner with leading community groups to learn and grow alongside their employees. They\u2019re also not afraid to be outspoken and take a stance against anti-LGBTQIA+ policy and legislation. <\/p>\n\n\n\n

For brands who don\u2019t know where to start when it comes to driving workforce inclusion, the Human Rights Campaign Foundation\u2019s Corporate Equality Index<\/a> (CEI) is the national benchmarking tool measuring policies, practices, and benefits surrounding LGBTQ+ employees. The CEI is a way to keep track of progress and gain feedback on community issues.<\/p>\n\n\n\n

3. Partnering with LGBTQ+ advocacy organizations<\/strong><\/h3>\n\n\n\n

Partnering with one of the many local, state, or national organizations advocating for LGBTQ+ people is a great way to ensure your brand is making real change in the community. Many of today\u2019s most influential brands have teamed up with well-known organizations such as The Trevor Project<\/a>; Human Rights Campaign; the Gay, Lesbian and Straight Education Network (GLSEN<\/a>); and the Gay & Lesbian Alliance Against Defamation (GLAAD<\/a>) to ensure genuine marketing campaigns.<\/p>\n\n\n\n

These partnerships go beyond financial support, offering visibility to valuable resources, encouragement to LGBTQ+ individuals still exploring their identities, and opportunities to LGBTQ+ suppliers and artists. While retailers may launch limited-edition rainbow products in honor of Pride month, many support LGBTQ organizations year-round. Notable partnerships include Apple and Encircle<\/a>, Ugg and GLADD, Adidas and Athlete Ally<\/a>, Target<\/a> and GLSEN, Ralph Lauren and the Stonewall Community Foundation<\/a>, PopSockets and the It Gets Better Project<\/a>, plus many more.  <\/p>\n\n\n\n

\"Pride
Source: Retail Industry Leaders Association<\/figcaption><\/figure>\n\n\n\n

Beyond Pride month<\/strong><\/h2>\n\n\n\n

With rising consumer awareness, supplier diversity<\/a> is an ongoing effort for many of today\u2019s top retailers, making year-long inclusivity a new standard. Supporting LGBTQ+-owned businesses<\/a>, entrepreneurs, employees, and members of the community should not be limited to one month or used as a profit-driving marketing tactic, but instead reflected in your brand’s core values and culture. <\/p>\n\n\n\n

Are you a buyer on RangeMe? Discover the best and brightest LGBTQ-owned brands and their innovative products by browsing our <\/em>LGBTQ-Owned Businesses Collection<\/em><\/a>.<\/em><\/p>\n\n\n\n

Are you an LGBTQ+ supplier on RangeMe? Add it to your profile! You can also get your brand certified by NGLCC, a great resource for LGBTQ-owned businesses.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Learn how to avoid the costly marketing mistake known as rainbow washing and offer genuine support to LGBTQIA+ brands year-round.<\/p>\n","protected":false},"author":38,"featured_media":10925,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2584],"tags":[3130,38,471,37,1943,28,2154,36,2140,2159,3129,3127,2139,3128,30,32,44,27,26,1752,39],"class_list":["post-10919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-advertising","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-diversity-and-inclusivity","tag-entrepreneurship","tag-how-to-support-the-lgbtq-community","tag-innovation","tag-lgbtq-brands","tag-lgbtq-owned-brands","tag-lgbtqia","tag-pride","tag-pride-month","tag-rainbow-washing","tag-rangeme","tag-retail","tag-retail-trends","tag-small-business","tag-supplier","tag-supplier-diversity","tag-target"],"yoast_head":"\nInclusivity Over Profit: How To Show Support for LGBTQ+ Brands Beyond Pride Month - 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