How brands are showing advocacy all year-round.

We’ve had many conversations around engaging with various communities and subcultures.

It’s really important for brands to think about this and embrace when it.

We’ve seen some companies not really show visibility or support, unless it falls on a particular month (cough cough June). But moving forward, we feel that this is something that will need to change. Now more than ever, brands have an opportunity — and a responsibility — to turn a month into consistent, year-round advocacy. The days of rolling out rainbow logos during Pride and then going silent for the rest of the year - in our opinion are over!

Consumers, particularly younger generations, demand more. They expect brands to actively contribute to the progress of LGBTQIA+ rights and equality.

Brands stepping up: Uber and Unilever

Let’s look at two companies (we rate) Uber and Unilever, who are leading the charge by integrating LGBTQIA+ advocacy into their core values and operations.

Uber; they have partnered with LGBTQIA+ organisations year-round, ensuring both employees and customers feel seen and supported. Their commitment goes beyond Pride celebrations, extending to inclusive policies, diverse leadership and speaking out against anti-LGBTQIA+ legislation.

Unilever, similarly, has focused on building inclusivity into its supply chain, ensuring that its global workforce is empowered regardless of identity, and using its platforms to amplify LGBTQIA+ voices all year long.

Both brands show that it’s not just a tick box exercise and no longer just a marketing strategy — it’s a business imperative. And it’s paying off.

According to a recent report by Deloitte, 80% of consumers expect companies to take a stand on societal issues, and for 75% of Gen Z, this influences purchasing decisions. Gen Z and Gen Alpha are growing up in a world where inclusivity is the norm, and they’re not willing to accept performative actions. They want authenticity, and they’re watching to see if brands will walk the talk.

The shift from tokenism to real advocacy

The risk for brands today isn’t just in not supporting LGBTQIA+ community among others — it’s in being perceived as tokenism or insincere. Slapping a rainbow flag on a product or social channels once a year while failing to address inclusion in the workplace or across marketing comms and campaigns is a recipe for consumer backlash. In 2022, a YouGov survey found that 65% of respondents felt that brands involved in Pride were guilty of “rainbow-washing 🏳️‍🌈 🏳️‍⚧️,” where they simply use Pride to boost their public image without any meaningful action.

So, how can you move beyond tokenism and what many social media managers call…

“An Awareness day/ month”.

It starts with recognising that showing up in June isn’t a campaign or a social strategy — it’s a long term commitment.

🫱🏽‍🫲🏼 Here’s how you can turn your support into something that lasts:

Advocate and be a or even better the change:

You can use your influence to promote equality in the workplace and beyond. Google, for instance, has been outspoken in supporting LGBTQIA+ rights, lobbying for policy changes that protect individuals from discrimination based on sexual orientation and gender identity.

Inclusive supply chains (if and where possible):

It’s not just about who you hire — it’s about who you partner with. Brands like Levi’s are committed to working with suppliers and partners that share their values of inclusion and diversity, ensuring that LGBTQIA+ inclusivity touches every part of their business.

Partnerships and Collaborations:

Even when it comes to marketing comms and campaigns, it’s important to align with grassroots organisations and people. It helps ensure that efforts to support the LGBTQIA+ community are not just top-down but involve those most affected. Partnering, collaborating and even talking with local LGBTQIA+ groups can give you real insight into how you can make a difference.

Why it matters for today’s and tomorrow’s consumers

For brands, LGBTQIA+ advocacy is not just a moral responsibility but a business one. Consumers today, especially Gen Z and the emerging Gen Alpha, are more socially conscious than ever before. These generations value diversity, inclusivity and authenticity, and they’re willing to put their money where their values are.

A McKinsey report found that Gen Z is 3x more likely than previous generations to believe that companies should make a positive impact on society.

But it’s not just about winning over consumers — it’s about building an inclusive workplace that attracts top talent. LGBTQIA+ -inclusive companies have lower turnover rates and higher employee engagement. The Human Rights Campaign found that 46% of LGBTQIA+ workers remain closeted at work, highlighting the importance of creating environments where everyone can bring their authentic selves to the table. For companies that want to stay competitive in a talent-driven market, inclusivity isn’t a perk — it’s a necessity.

Building a better future and securing longevity.

We believe that brands can make a real difference — not just in their marketing but in how they operate year-round. We really can’t get on board with tick-box marketing and using awareness days for quick win or even click bait!

The time for rainbow logos without action is over.

You need to think about taking a real stand, advocate for inclusivity at every level of your business, to win consumer loyalty but importantly help build a nicer world.

Yes, it can be daunting to step into such a divisive climate with opinions and judgement - we get that and hear you. But staying “in the same mindset”, “comfortable” and “playing it safe”, or limiting allyship to one month a year is not enough. If you want to be a brand that matters, now is the time to act. The world is changing and today’s consumers — tomorrow’s leaders — will remember the brands who saw and adapted to the change.

The question is: Will you be part of the change or just another voice in the crowd?