But, in recent years, this event has gone further. In the same way that happens with March and International Women’s Day, this date went from being a reflection of the achievements made and the pending work to achieve fullness, equity, diversity and optimal development of people, to become a date marketing and corporate leadership.
As if it were Valentine’s Day, Children’s Day, Mother’s Day or Christmas, or any other commercial campaign such as the Hot Sale or the Good End, brands at all levels – sheltered by a flag that in many cases it is not up to them– they have found this month a shortcut to quickly reach new audiences and captivate new customers.
Since the beginning of June, it is common to see social profiles of large corporations that become more colorful and the beginning of large campaigns announcing the launch of some special products – forgetting that this community is not looking for a different treatment but an equal treatment.
At the corporate communication level, it is also often forgotten that this, more than paying for a good reputation, can lead to a lack of credibility. Mainly when the intention is based on “getting on the train”.
In many cases it is necessary to understand that this is a serious fight. One that has cost blood, death, discomfort, sadness, pain that cannot be erased with a simple message. It is necessary to recognize that much of this continues to be experienced day by day, and that with messages once a year it will not be solved.
Of course, this is not about keeping quiet and setting aside the valuable contributions that have come from allied groups.
However, one thing is clear and considering it in any communication strategy regarding this and other social issues is crucial: in the face of the challenges that LGBTTTIQA groups still face, with discrimination and hatred as some of the main ones, the support requires actions that go beyond painting our profile photos with rainbow colors.
Instead, actions are needed that, with the power of communication inside and outside organizations, make it clear that corporations are allies at all times and not just during this season. Achieving it requires communication, yes. But one that is constant, educational and without prominence or intention to sell.
In my opinion, like any business strategy, any attempt to make diversity and inclusion efforts visible by any company must be based on robust plans with at least three clear characteristics: objectives, tactics to achieve them and the way in which they are going. to measure
In their intention to communicate, corporations should begin by making all their employees aware of the details of these elements.
Without this foundation, any endeavor has the potential to become a LGBTTTIQAwashing or what is equal to seeking empathy disguised as deception.