This is not the time to retreat in the face of adversity. Rather, it’s the time to stand strong in our values and support for protecting the rights of all people to live and love as their authentic selves. “Rainbow capitalism,” where corporations jump onto the Pride bandwagon during June and then go silent on LGBTQ+ issues the rest of the year, has been rightfully criticized. Our commitment to the brands we advise goes beyond Pride Month. Supporting LGBTQ+ employees and their allies, contributing to the community through donations and service, partnering with relevant organizations, and leading by example in the face of backlash, should be year-round efforts.
To continue focusing on the issues impacting the LGBTQ+ community and help our clients navigate these challenging times, Coyne’s DE&I Committee hosted a Pride Beyond June CoyneTalk with Cathy Renna, communications director of the National LGBTQ Task Force. Cathy shared her insights, experiences, and advice with Coyne for the second time in two years.
Advocacy is more than issuing a statement or changing a logo. It’s about taking tangible actions that directly impact the lives of LGBTQ+ individuals. As Cathy emphasized, “Authenticity, consistency, and sustained efforts that put the humanity of LGBTQ+ individuals at the center are the key to making a real difference.”
Our work isn’t done until all individuals, regardless of who they are or who they love, can live, work, and thrive without fear. The ultimate goal should always be to support and uplift the LGBTQ+ community, not just in June, but every day of the year, and especially during the tough times.
So, what is the best counsel for brands navigating this challenging environment?
- Make your commitment matter: while sponsoring a Pride parade float can make a splash, consider other substantive ways to support the community, including giving time and resources to organizations that serve the needs of LGBTQ+ individuals. And, as already mentioned, stay committed throughout the year.
- Let your LGBTQ+ employees take the lead: When determining your LGBTQ+ efforts, look to your LGBTQ+ employee resource group (ERG) or members of your DE&I team to guide your approach and, whenever possible, put them front and center for public-facing opportunities.
- Take small steps if you’re not ready for big ones: Companies looking to get involved but nervous about the current environment can make a difference through local partnerships and sponsorships of smaller events where the need is often great.
- Don’t be reactive, be prepared: Critics are looking for opportunities to cause a backlash; it’s how a brand responds that either escalates or mutes the reaction. Develop a buttoned-up crisis management plan. Carefully consider the possible scenarios and be prepared with a thoughtful response that you follow through with if needed. If a situation arises you’re not prepared for, don’t react impulsively, take a breath and think through the correct response before acting.
- Let your company’s values and mission guide your response: The framework for your response to opposition may already exist within your company’s vision and mission. For instance, when critics raged against The North Face’s partnership with drag queen, influencer and activist, Pattie Gonia, the company doubled-down in its support stating it was honored to partner with her, and that, “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.”
- Debunk misinformation: Some of the recent backlash brands experienced was fomented by misinformation. Forcefully pushing back with the facts and communicating through multiple channels can help deescalate the situation.
- Stay the course and stand firm: Don’t back down from your commitments and stand by your LGBTQ+ spokespeople when critics get loud. You can spend years building a loyal customer base and lose it with one wrong move. The public admires those that stand firm in the face of adversity. The LGBTQ+ community and their allies remember the brands that support them through the tough times and will reward them for it.
It’s times like these when good communications and meaningful approaches are most urgently needed. As public relations experts, we can help guide our clients through these challenges while staying firm in supporting the LGBTQ+ community.
