- June is known as pride month for the LGBT community.
- Every June 28, members of this community are recognized in commemoration of the Stonewall riots of 1969.
- While companies also take advantage of this month to show their support for this community.
If you have observed on social networks, since June 1 there has been a change in the profile photos of multiple brands. Throughout this month it is common to see a frame with the colors of the rainbow. This modification is called pinkwashing and is part of a digital strategy in support of the LGBTQ community. Anyone can join this approach and it is a way of acquiring prestige among users.
What does it consist of?
It is a term that, in the current context, promotes the equality of individuals. It is not necessary to be part of the LGBT community but it is a way of showing a progressive, modern and tolerant mentality.
Now, it is necessary to be very careful with the way in which this strategy is incorporated. Otherwise you can fall into the hypocrisy of those who claimed to support a cause but in reality they really do not.
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As an example, in the late 1990s the organization Breast Cancer Action was accused of inconsistency. At that time, she incorporated the color pink to fight against breast cancer while internally she maintained inflexible and even discriminatory policies with women who suffered from this disease.
From this moment on, the term pinkwashing has been synonymous with fair criticism and claims. And currently accompanies the demands of the LGBTQ communitywho are tired of being a publicity stunt, ask for actions that really pay to put a stop to discrimination, harassment and acts of hate of which they are victims.
With the above in mind, it is essential to identify the proper way in which you can take advantage of this strategy so that it does not backfire on you. In this way, you must make sure to follow the following tips when using pinkwashing to show your real support for the LGBTQ community.
1. Listen. This month should be a space to reflect. Before putting yourself in the spotlight and highlighting the attributes of your brand or company, it is better to give the word to the members of the LGBTQ+ community that are in your company and ask about their concerns, needs and conflicts that you can resolve to guarantee an inclusive work space. It is important to know how you can make your colleagues aware of their problems and, together, give back to the community with actions.
2. Build. Before going out to communicate the actions that make you an inclusive place and that takes care of the community, it is worth asking yourself if there is actually something to brag about. Equality in the workplace, fair pay and non-discrimination should not be actions to highlight, they are the minimum guarantees that all people should enjoy. If you are determined to become a community ally, NGOs have many programs where business support is always welcome. Remember that celebrating and supporting the LGBTQ+ community can take place beyond June.
3. Acknowledge. Allow the LGBTQ+ members of your company to organize and create spaces where they can live together and share their differences, challenges and needs. These small committees can go a long way in guiding the company into the inclusive and diverse place it should be. They could also provide support for always having a look that leads any campaign or effort of your company to be truly inclusive.
4. Take care. Apply policies and regulations in which all your employees know that they enter an environment with zero tolerance for discrimination. At the same time, it is necessary to apply audits and reviews to detect any possible conflict and always resolve it in the best way in accordance with the rights and integrity of all. It is essential to always have open communication channels and, above all, maintain an environment of trust to listen to concerns.
June should be a month to reflect and ask ourselves how to move through a more inclusive and safe society and more than bragging, it is a good opportunity to encourage other companies to create safe and diverse spaces by setting an example and always supporting the needs of the community from different areas. It’s never too late to correct and reassess our support for a community that deserves more than just a colored flag hanging on the wall.
