Adrien Gaubert, cofounder at myGwork, The LGBTQ+ Business Community.
A lot of brands are having their diversity, equity, inclusion and belonging pledges tested, and some are even withdrawing from their LGBTQ+ inclusion commitments in the face of rising hostility and anti-LGBTQ+ legislation across the U.S.
While the demand for gender-inclusive goods/services is growing in popularity, public backlash from anti-LGBTQ+ protesters/media has caused some brands to remove Pride-themed merchandise from their shelves.
Some, facing the backlash head-on, have stuck to their guns by reinforcing their support for the LGBTQ+ community. Others have backtracked on their commitments by withdrawing support for LGBTQ+-related initiatives, risking repercussions such as losing their hard-earned diversity credentials.
Backtracking Commitments Versus Staying Strong
When companies find themselves backtracking on their LGBTQ+ commitments after backlash/negative press, it’s often because they have launched a campaign without vital inclusion training. In fact, I find this to be one of the biggest pitfalls for companies. The fear and lack of understanding about trans or non-binary communities, particularly by senior decision makers, often results in brands doing a U-turn and withdrawing support instead of doubling down on their inclusion commitments.
This withdrawal often stems from fears of public backlash, getting it wrong and of financial loss, which many are simply unwilling to risk. I believe that the risk of withdrawing, however, can be worse for a brand, often resulting in accusations of pinkwashing and a failure to be a true LGBTQ+ ally. This can be damaging to a company’s brand both from a consumer and employer branding perspective.
Standing strong in support of the LGBTQ+ community, no matter how big the backlash, can help send a strong message about your brand’s integrity and values. Despite recent backlash, public support for the LGBTQ+ community has never been higher, according to research by GLAAD, with 70% of non-LGBTQ+ individuals saying that businesses should openly promote and incorporate the LGBTQ+ population through actions like hiring, advertising and sponsorships.
Additionally, younger generations, such as Gen Z, often want to see a visual commitment to diversity before they buy from or even join a company.
So, what can brands do to demonstrate authentic year-round commitment to inclusion and stand strong in the wake of backlash?
1. Provide ongoing, relevant training.
In my experience, brands can only effectively combat backlash if they have the necessary knowledge concerning LGBTQ+ issues. That means doing the groundwork to ensure you have the buy-in/support from everyone in the organization and educating every employee on LGBTQ+ inclusion—from history to the importance of allyship—and why the company supports the community.
I recommend that you start with internal training and make sure it’s offered year-round to all employees, including leadership and new hires. You can also have training through conferences and other events. I find that this type of training is key to helping company leaders understand the importance of inclusion.
2. Learn from past successes and failures.
Leaders and campaign managers can also learn from success stories, as well as those who’ve made mistakes with diversity-related campaigns. There are plenty of stories in the media about companies that have dealt with backlash. For example, when North Face’s Pride campaign this year featuring a drag artist received threats of a boycott, rather than back down, the company doubled down on its values by issuing a clear statement supporting the community and extremist voices quickly died down; however, other reactions have been less strong.
3. Involve LGBTQ+ talent in campaigns to ensure authenticity.
When creating inclusive campaigns, I think it’s important to involve members of the LGBTQ+ community in both your planning and execution. This ensures that the campaign is not only authentic but relevant and respectful. In fact, having adequate representation across all levels of your company can help you create campaigns that work for the community and guide you in the wake of any backlash. So make sure you are hiring qualified diverse talent through LGBTQ+ recruitment platforms and fairs.
4. Prepare leaders to deal with potential backlash.
Brands can look to engage and consult with the community before embarking on any campaign with an LGBTQ+ focus. This includes carrying out a risk assessment of any LGBTQ+/diversity-related campaign through the help of LGBTQ+ networks and visible role models. Ensure that leaders are not only aware of the challenges that the community is facing but also prepare them to deal with any potential backlash. It’s important that leaders address any backlash with transparent communication, clarifying the intent behind the campaign while reiterating the brand’s support for LGBTQ+ rights.
I find that leaders who are already allies and/or sponsors of their LGBTQ+ employee resource group are better equipped to have a public conversation that makes it clear why they stand by the community. If you don’t have a network, then I recommend that you collaborate with LGBTQ+ advocacy organizations for insights and guidance.
5. Future-proof your LGBTQ+-inclusion commitment to protect your talent pool and profits.
You can future-proof your commitment to LGBTQ+ rights and inclusivity by making sure your initiatives—be they supporting your LGBTQ+ staff at your organization or externally through LGBTQ+ suppliers and charities—are ongoing, relevant and consistent. Typically, one-off campaigns or initiatives are not enough. I’ve written in the past about how year-round consistency in education, recruitment investment and support for the community can protect your diversity, equity and inclusion values as well as your future talent pool and profits. Given that LGBTQ+ people have an estimated $3.7 trillion in annual purchasing power globally, companies can’t afford to lose out on these customers or potential recruits.
In short, staying true to your values to amplify your inclusion efforts in the wake of any backlash can certainly pay off. But remember, tackling anti-LGBTQ+ backlash is an ongoing process, requiring a genuine commitment to inclusion and a willingness to learn, adapt and grow as a brand. By approaching the issue authentically, with sincerity and empathy, I believe that brands can turn backlash into an opportunity to drive positive change while staying attractive to potential recruits and remaining profitable.
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