BY CASSIE KUCHMA
Everyone has something special that makes them feel truly themselves, whether it's spending time with trusted friends or visiting a place they hold close to their hearts. For me, that special thing happens in June. Growing up, I always felt different from most of my peers, and I hesitated to embrace my true self because it wasn’t celebrated. It wasn't until I attended my first Pride parade in college that I began to shed that shame. Pride Month became a beacon of hope, where I saw people like me being celebrated and embraced. It gave me a sense of community and belonging, empowering me to live my truth without fear, whether with family, friends, coworkers, or even strangers. For many, Pride Month is more than just parades and festivities; it is a lifeline, a reminder that we are not alone and that our identities are valid and beautiful.
The Night It All Changed
Pride Month commemorates the Stonewall Riots of 1969, a pivotal event in the LGBTQIA+ rights movement. The riots began on June 28, 1969, at the Stonewall Inn, a gay bar in New York City, after police raided the establishment, a common occurrence during that time. The patrons, many of whom were transgender and people of color, were fed up with the continued discrimination and fought back, sparking days of protests. This uprising marked the beginning of a more militant and visible LGBTQIA+ rights movement. One year after the Stonewall Riots, community members marched through NYC. This event is named Christopher Street Liberation Day and is now considered the first gay pride parade.
Over the decades, Pride Month has grown into a global celebration, with parades, festivals, and educational events that honor the LGBTQIA+ community's history, achievements, and ongoing struggles. It’s a time to recognize the progress made in securing rights and acceptance while acknowledging the work that still needs to be done. Over half of U.S. states could still deny LGBTQIA+ Americans basic freedoms like the right to rent a home or the ability to receive public goods and services. The fight is far from over.
The Evolution of LGBTQIA+ Marketing
As Pride Month gained prominence, businesses began to recognize the importance of supporting and celebrating the LGBTQIA+ community. One of the first notable instances of corporate involvement in the LGBTQIA+ community was when Absolut Vodka ran advertisements in two magazines read by gay men and lesbians, The Advocate and After Dark, in 1981. A few years later, Subaru followed suit after realizing a large portion of their customer base identified as lesbians. Over time, more companies followed suit, incorporating Pride themes and inclusive messaging into their marketing strategies. In fact, American consumers are more likely to prefer brands that publicly align with LGBTQIA+ causes.
However, this commercial involvement has not always been without controversy. While many companies have made genuine efforts to support the LGBTQIA+ community year-round, others have been accused of "rainbow washing”, which refers to using LGBTQIA+ symbols and slogans to market company products during Pride Month without taking meaningful actions to support the community. A few examples of this include using rainbow colors in company logos or websites for the month of June, then returning to “business as usual” for the rest of the year, developing LGBTQ+-centric merchandise or campaigns without the contribution of community-identifying individuals or publicizing employees and their perspectives on the organization’s LGBTQ-friendliness, yet lacking LGBTQ+ representation on executive teams or the board. This superficial show of support can be harmful, as it often prioritizes profit over genuine advocacy and can undermine the significance of Pride.
Inclusivity in the Workplace
Proper support for the LGBTQIA+ community extends beyond marketing; it involves creating an inclusive and supportive workplace. Representation matters. When LGBTQIA+ individuals see themselves reflected in leadership roles and company policies, it fosters a sense of belonging and acceptance. Inclusive workplaces are not only ethically imperative but also beneficial for business. Companies prioritizing inclusivity are better positioned to attract and retain top talent, enhance employee satisfaction, and build a positive brand image.
A study found that 46% of LGBTQIA+ workers have experienced unfair treatment at work at some point in their lives, so it’s vital that companies implement policies that protect against discrimination, provide diversity training, support employee resource groups, and promote mental health resources tailored to LGBTQIA+ needs. It’s about creating an environment where everyone feels safe, valued, and respected.
How You Can Get Involved
As Pride month comes to an end, it's important to remember that there are numerous ways you and your company can get involved in supporting the LGBTQIA+ community beyond June.
Educate Yourself and Others: Learn about LGBTQIA+ history and issues. Share this knowledge with colleagues and friends.
Support LGBTQIA+ Organizations: Donate to or volunteer with organizations that advocate for LGBTQIA+ rights and support community members. GLAAD, Human Rights Campaign, The Trevor Project, and many more.
Attend Pride Events: Show your support and solidarity by participating in local Pride parades, festivals, and educational events. (Pro tip: these happen all year long, not just during pride month!)
Implement Inclusive Practices: Advocate for and help implement inclusive policies in your workplace, such as anti-discrimination policies, diversity training, and inclusive benefits.
Challenge Rainbow Washing: Encourage businesses to move beyond performative gestures and take concrete actions that genuinely support the LGBTQIA+ community.
Or steal an example from us. At Hencove, we created a collaborative playlist where our team members can add songs by their favorite LGBTQIA+ artists. We also ordered a delicious lunch from an LGBTQIA+-owned business, Thai Noodle Café.
Understanding the history of Pride and emphasizing its importance in the communities we live in every day stresses the continuous need to celebrate and support the LGBTQIA+ community, not just in June, but throughout the entire year. By doing so, we honor the past, drive meaningful representation in media, and foster inclusive environments where everyone can thrive.