Woke Corporations During Pride Month: Promoting Authenticity Over Opportunism
Introduction
Pride Month is here‚ and corporate giants took no time in jumping on the bandwagon of advocating for the LGBTQ+ community. However‚ not all companies have hit the mark in their campaigns‚ with some accused of pinkwashing‚ the act of appearing to be LGBTQ+ allies for profit. In contrast‚ some corporations are receiving praise for promoting genuine authenticity.
Promoting political agendas through brands discouraged
Promoting a political agenda through a brand can backfire if not done correctly. Customers are more likely to feel frustrated when they feel that a company is attempting to push a particular political point of view. In most cases‚ this results in profits losses.
Happy Pride Month wished to the LGBTQ+ community
When marking Pride‚ corporations should be aware of how their words are perceived by the community. A genuine “Happy Pride” is the least they could do to recognize and uplift the LGBTQ+ community.
Pringles affirms importance of LGBTQ+ community
In May 2021‚ Pringles became one of the brands in the spotlight for their commendable Pride campaign. They launched a limited-edition can of chips designed in rainbow colors‚ with a significant amount of proceeds going to the LGBTQ+ organization ‘The Trevor Project.’
Free water tumbler for the gayest employee in HR
Another instance that came to light was when an HR department from a company decided to award their gayest employee with a free water tumbler. This action was not only insulting but also insensitive. It’s essential to recognize and embrace the LGBTQ+ community without stereotyping and belittling individuals.
Naming of LGBTQ+ employees at Pringles
Continuing their authentic approach in celebrating Pride month‚ Pringles also chose to showcase their employees’ diversity. They launched an internal campaign that saw them sharing the names and identities of their LGBTQ+ coworkers on their social media channels. This action highlighted the importance of respecting and embracing individuals’ identities and advocating for inclusion and diversity.
Founder of Pringles hinted to be a closeted homosexual
Pringles’ founder‚ Alexander Liepa‚ was rumored to be a closeted homosexual‚ and the brand has not confirmed it. While this is not related to their Pride campaign‚ it adds to the nuanced and complex history of companies and their relation to the LGBTQ+ community.
Unclear message at the end
Some companies would instead steer clear or have an unclear message during Pride Month. This avoidance is not an acceptable approach‚ as it signifies that the company does not care or want to align themselves with the community.
How to navigate PRIDE Month campaigns
Navigating Pride Month campaigns can be tricky; here are some tips for brands to keep in mind:
- Ensure that your campaign aligns with the company’s values and business goals.
- Be clear and concise in your message.
- Prioritize the inclusion of the LGBTQ+ community in your advertising.
- Make sure to invest in the community and not just the campaign.
- Consider supporting a charity or organization that aligns with your company’s values.
In conclusion‚ as Pride Month approaches‚ brands must move beyond performative activism and ensure that their messages align with their business objectives and values. We can all celebrate the LGBTQ+ community without marginalizing them. Companies have the platform and the resources to influence society positively‚ and it’s time to use that platform to make a real difference and celebrate authenticity over opportunism.
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