While it’s encouraging to witness brands’ unwavering and overt support for queer
people, the road to true inclusion and equity is a long one – one that demands
further action everywhere, including 69 countries that still criminalize
LGBTQIA+ identities and
expression.
Particularly this year in the US, we’ve seen more anti-LGBTQIA+ bills enacted
into
law
than any other in recent history, especially as it relates to Trans children
and their
families.
And, while statements and symbols of support certainly contribute to inclusion,
it’s important to ask how we can band together and push for further progress in
places where our LGBTQIA+ identities are either unsafe, unwelcome or contribute
to an unequal reality. This challenge and opportunity for change is also a
mandate for global business to get involved.
Here’s how your brand can continue making a difference:
-
Explore employee experiences: Start by understanding and responding to
the unique needs of LGBTQIA+
employees
both at work and in their communities, such as providing access to
gender-affirming healthcare or resources to support adoption and surrogacy.
Effective Justice, Equity, Diversity &
Inclusion
(JEDI) practices begin by building this deeper understanding of, and empathy
for, the people you’re supporting and their full range of experiences. Too
often, predominantly during Pride, these initiatives are isolated to already
agreeable areas and audiences, and do not extend to those where
LGBTQIA-related support is needed most.
-
Participate in public policy: It's imperative to meet words with action
when legislation threatens the wellbeing of LGBTQIA+ people, both within and
outside of one’s company. Grounded in purpose and a commitment to JEDI, a
company's response should be an organized, agile repudiation of intolerance
whenever it arises — especially when it’s close to home.
In recent years, many global brands, including
Microsoft, have assembled teams
dedicated to furthering policy and global human rights, including an avid
defense of LGBTQIA+ rights. In fact, Microsoft’s policy efforts have
included (1) officially endorsing the Washington state campaign that
fought a proposed anti-Trans law, (2) signing an amicus brief advocating for
US federal law to prohibit LBGTQIA+ employment discrimination and (3)
opposing a section of India’s penal code that criminalizes same-sex
relationships. Additionally, brands should consider partnering with local
advocacy groups and other change-makers who can help influence inclusive
policies everywhere they are.
-
Circularity by Design: How to Influence Sustainable Consumer Behaviors
Join us Thursday, December 5, at 1pm ET for a free webinar on making circular behaviors the easy choice! Nudge & behavioral design expert Sille Krukow will explore the power of Consumer Behavior Design to drive circular decision-making and encourage behaviors including recycling and using take-back services. She will share key insights on consumer psychology, behavior design related to in-store and on-pack experiences, and how small changes in the environment can help make it easy for consumers to choose circularity.
Consistency is key: However, a global brand shows its support for
LGBTQIA+ people during Pride and throughout the year, it’s crucial to engage
consistently across all international markets. For example, while the tone
may change to meet a given audience, support should stay the same regardless
of regional discourse or public sentiment — whether one is reaching people
in New York and San Francisco, or this “Free of LGBT” town in
Poland
and countries where self-expression can be
life-threatening.
Instead of “checking a box” for Pride, companies are called to consistently
provide support for the community — especially in areas where queer people
face the greatest discrimination.
-
Coalesce around a cause: From BlackRock CEO Larry Fink’s 2019
letter to
CEOs
tying profit to purpose, to the advent of stakeholder capitalism at
Davos
and a coalition of 181 CEOs redefining what it means to be in
business
today, we can clearly see the collective power of the private sector in
effecting
change.
Where an ownable cause campaign may have once captured stakeholder
admiration, a brand today must fully live out its purpose — with more of an
emphasis on accelerating progress related to human rights than ever before.
This will be best accomplished through coalitions that convene corporations
against injustices facing people today, including advocacy for LGBTQIA+
equality and visibility.
Today, global companies hold immense power as shapers of more equitable places,
prosperity and even policy. And, while rainbow logos and products proliferate in
June, companies should use their clout to continue driving real impact for
LGBTQIA+ people throughout the
year.
For these brands, statements and symbols of support for the community are
welcomed when backed by action; and for many, action is both ongoing and
embedded into their corporate purpose through commitments, platforms and
programs, internal policy and community involvement.
A company’s purpose, and each element of, should extend fully to every country
and community where it operates.
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Daniel Sheehan is VP of ESG Strategy, Policy & Communications at Syneos Health. He is driven by the belief that our society and systems must continue to evolve to meet the needs of people. To do this, businesses especially must not only focus on long-term, sustainable growth, but also empathetically work toward building more just and equitable communities. (Read more ...)
Published Jun 30, 2021 2pm EDT / 11am PDT / 7pm BST / 8pm CEST