And it is that in the last year a series of controversies have been unleashed not only in Mexico but in the world related to the exploitation and commodification of the community.
Companies are in the middle of a cultural and social war that has them immobilized and bewildered. In my point of view, many are scared to death. Last year and the year before, particularly in the month of June, many brands stood on top of the mountain with a megaphone to amplify their support to the community. While today there are only some who are whispering their support and others who are completely silenced. In previous texts, we have touched on the issue of irresponsibility represented by the “tokenism” of companies and pseudo ambassadors for diversity, equity and inclusion. Let’s remember that tokenism refers to superficial actions that appear to be done in favor of a discriminated group without a real and deep purpose or change.
There is no doubt that many fight in an honest and authentic way, but also, many have taken advantage of the power of the community market as well as its purchasing power that exceeds 4 billion dollars. The economic power of pink money has been seen as a positive force for the LGBT community, but it has also been seen as a capitalization opportunity for many brands. This year alone, Nike and Bud Light found themselves in one of the most controversial media situations in history. CBS News ran a headline saying “Bud Light is no longer America’s best-selling beer” with sales down 23% from a year earlier after the collaboration with trans activist influencer Dylan Mulvaney. Dylan was chosen to be the face of the Bud Light beer can, a design that sparked anger among conservative consumers. On the other hand, Nike was highly criticized for collaborating with the same influencer to promote sports bras. Only in Mexico, a presentation was leaked showing the high prices charged to be part of the allegorical vehicles of the Pride March. And not only that, but the price went up and down according to the places in the line. Many have also communicated the discomfort and disagreement that it feels to be the focus for brands only in June, when the celebration of diversity and the fight for equality should not only be for a month or seasonality, if not always. .
This year a non-motorized march is proposed to try to rescue the virtue of the movement and show a position that moves away from commercialization but instead focuses on the real fight. So as brands, there is no need to silence yourself or shout your support through a megaphone, nor is there a need to push inclusive agendas without real purpose. There are ways to work hand in hand with creators, influencers, artists and the media to show support and alliance in favor of the LGBTQ community such as:
- Be authentic and genuine: Don’t use the Pride March as a marketing opportunity or an opportunity to capitalize on the LGBTQ community. Approach community creators with authenticity and a genuine desire to support.
- Listen and Learn: Take the time to listen to LGBTQ creators and learn about their experiences and perspectives. This can help you better understand the issues facing the LGBTQ community and how you can be a better ally.
- Respect Boundaries: LGBTQ creators may have their own boundaries and limitations when it comes to talking about their identities or experiences. Respect those limits and don’t pressure them to share more than they feel comfortable with.
- Make sure compensation is fair: If you work with LGBTQ creators, make sure they are fairly compensated for their work. This can help show that you value their contributions and are committed to supporting their careers.
- Pride is all year long: Being an ally is not momentary, it is a decision of perseverance. If you decide to do it, it is important to have a genuine commitment.