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Pride Month – supporting or showboating?

Read Time: 2 minutes


As we come to the end of Pride month, we are reflecting on the inclusive social media posts and campaigns that are made by businesses throughout the month, and weighing in on what they should be doing internally to follow through with their support for the LGBTQIA+ community and their employees. 

Do companies need to earn the right, through meaningful and demonstrative action, or is the simple act of changing a logo a statement of allyship in itself? We hear from our Active Profilers on the subject…

“I’m fine with the colourful logos, the flags and the ‘extra’ social activities…yes, it’s surface level and yes, that organisation could probably do more to support the LGBTQIA+ community… but it’s the random rainbow-themed seasonal products that cross the line. We’ve all seen that M&S sandwich, right?”

"For me, it really depends on whether the company has something to be proud of. If you’ve created a workplace where colleagues feel able to be themselves, express themselves and love themselves, without judgement from others, then sure, go ahead and change your logo, but don’t be a hypocrite. If you still have some way to go, leave your profile picture as is and look in the mirror instead."

“As long as there’s some substance behind the activity and a decent level of commitment involved, then I’m all for the rainbows and colour. I see it as a declaration of support and a celebration of our LGBTQIA+ friends, family members and colleagues.”

“I’ve read some suggestions about using Pride Month as an opportunity to update internal policies and processes, that’s great but they need to be widely communicated and implemented. More importantly, those who don’t follow them should be challenged and educated. Less talk, more action.”


How to wear the rainbow with pride

Businesses should be ensuring they instil an inclusive environment at all times. Here are five things your business could be doing all year round to ensure you're supporting the LGBTQIA+ community. 


  1. 1. Communicate the ‘why.’

  2. Don’t just review and update your policies, share them properly and include the background, context and why the changes are so important – educate your colleagues while demonstrating action.

  3. 2. Don’t expect.

  4. Don’t expect your LGBTQIA+ colleagues to take responsibility for planning Pride activities or charity days, and don’t assume they’ll have all the answers. Ask them if they’re open to sharing their ideas and getting involved, but don’t expect them to take the lead.

  5. 3. And don’t assume, either.

  6. Following on from #2, it’s wrong to assume that everyone will be comfortable with talking about, or shining a spotlight on, their sexuality - be sensitive to this. Don’t push people to talk about their feelings or experiences, all you can do is help to create a space where they feel comfortable to do this naturally.

  7. 4. Be authentic.

  8. If you’re not quite where you think you need to be, or you don’t quite understand what needs to be done, be open and honest about it. There’s something refreshing about an organisation that admits they still have a long way to go, but that they’re open to learning and making positive steps forward, however small.

  9. 5. Enjoy it.

  10. Things have gotten a little bit heavy recently, with all the talk of rainbow washing and tokenism, and it can feel difficult to navigate. Don’t forget to enjoy the fun, and celebrate your LGBTQIA+ colleagues, friends and family members. As long as your intentions are in the right place, you’re good.