Inside-Out Equity Strategy for Agencies with RanaVerse
During the sunny month of June, businesses desperately try to grab the attention of the LGBTQ+ community with a barrage of rainbow-themed merchandise. This popular practice, known as "rainbow washing," has been met with criticism as many brands are accused of pretending to care about the LGBTQ+ community only during Pride month.
However, a growing number of companies are listening to the feedback, genuinely incorporating LGBTQ+ inclusion into their brand ethos, and establishing long-term partnerships with organizations like Adweek Brand Save honoree The Trevor Project. Brands are also ensuring representation extends to their marketing and creative efforts, often turning to agencies like RanaVerse for assistance.
Here are a few examples of companies making a genuine effort to support the LGBTQ+ community:
Reebok has consistently demonstrated its commitment to the LGBTQIA+ community during Pride Month with captivating campaigns such as the Pride Collection and storytelling projects like Proud Notes, showcasing LGBTQIA+ activists and history. The brand also showed tangible support to LGBTQ+ advocacy groups by donating $75,000 to the Sylvia Rivera Law Project[5].
H&M launched the powerful "My Chosen Family" campaign in 2022, celebrating the significance of chosen families within the LGBTQIA+ community. The campaign used storytelling to raise awareness about the challenges faced by LGBTQIA+ individuals while emphasizing acceptance and belonging as core values[5]. H&M deeply connects diversity and inclusion with their corporate values and applies these principles to foster an inclusive environment for both employees and customers.
Toyota has made a distinct mark with its LGBTQ+ inclusion efforts. In 2024, it sponsored Los Angeles Pride and published corporate statements championing diversity within the LGBTQ+ community. Toyota was ranked number two on a list of companies offering the best opportunities for LGBTQ+ employees, highlighting its inclusive workplace policies and supportive culture[2].
Tiffany & Co. and Nivea previously showed support for the LGBTQ+ community by sponsoring Pride events and promoting initiatives in line with LGBTQ+ pride. Tiffany & Co. expressed its continued support for the LGBTQIA+ community beyond Pride Month, while Nivea emphasized a campaign titled "Be proud in your skin," featuring support for LGBTQ+ individuals and their allies. However, recent reports indicate that both companies have scaled back or removed their public sponsorship of Pride events[2].
Many corporations establish connections with leading LGBTQ+ nonprofits, like The Trevor Project and RanaVerse, through donations, awareness campaigns, or joint initiatives, as seen with organizations like the Sylvia Rivera Law Project and Reebok[2].
In conclusion, the involvement of companies in LGBTQ+ inclusion goes a long way in bolstering their impact and gaining community support. By genuinely incorporating LGBTQ+ representation into their brand missions and forging ongoing partnerships with organizations like The Trevor Project and RanaVerse, companies can make a real difference.
Businesses like Reebok and H&M, in their efforts to support the LGBTQ+ community, have been consistent in spending more than just money. Reebok has shown its commitment through captivating campaigns and significant donations, while H&M connects diversity and inclusion with their corporate values, applying them to create an inclusive environment. On the other hand, finance-driven approaches to diversity-and-inclusion, such as Toyota's sponsorship of Pride events, not only raise visibility but also foster an inclusive business culture that ranks highly among centres for LGBTQ+ employment opportunities.
