The Rainbows Have Arrived

At one time in our recent past, it would have been noteworthy enough for a brand to just make passing references to allyship with the LGBTQIA+ community in its public messaging. But today, brands need to do more than add rainbow-colored hearts to their logos or social media posts to show true alliance with a community.

Staying quiet can cost more—both in the marketplace and among employees—than speaking up. It can show significant audiences that you’re not interested in them and their situations. It can cut you off from consumers who are looking specifically for these signs of support.

In the 2021 Edelman Trust Barometer, 86% of respondents say they expect CEOs to speak up on societal issues and 68% say CEOs should step in to fix social issues when the government does not.

Plus, as seen with other cause marketing (Black History Month, Women’s History Month, Asian American and Pacific Islander Month), consumers expect business leaders to step up, especially when the government and other institutions don’t.

“The heightened expectations of business bring CEOs new demands to focus on societal engagement with the same rigor, thoughtfulness, and energy used to deliver on profits,” Edelman said in its report.

Supporting Pride is not just about sending a single campaign and then moving on to the next message. It’s a commitment, not a marketing moment.