Corporate logos and products bedazzled with the rainbow colors of Pride are everywhere this June—from websites to Burger King’s “Pride” burgers.
Beyond the rainbow logo — how exactly are these brands supporting the LGBTQ+ community?
The act of businesses advertising themselves as LGBTQ+ allies when their real support for rainbow causes is a bit more gray.
A company’s feel-good Pride marketing may mask policies of ongoing discrimination and funding of politicians who are passing bills that adversely affect its minority customers. Do you want to spend your money with companies like this?
Values and actions need to authentically align well beyond a Pride logo that appears for only one month of the year. How a company conducts business the other eleven months of the year demonstrates whether or not they are really walking the walk of diversity and inclusion.
How can you tell if a company is “rainbow-washing”?
- Are they supporting anti-LGBTQ legislators?
- Are they failing to create inclusive workplaces?
- Are they aligning with other companies that have proven support for minority communities?
- Are they committed to creating an inclusive company, working with diverse partners, and supporting underrepresented operators?
Just as June’s LGBTQ+ Pride month has been co-opted by corporations for profit, some (including me) are concerned about how the recently-created federal holiday of Juneteenth could be “white-washed” by companies looking for a highly-visible but possibly not honest embrace of the celebration’s true meaning.
In the wake of recent anti-LGBTQ and racist legislation across the U.S., it’s more crucial than ever to take a deeper look at how companies go beyond window-dressing their brand and truly advocate for their minority customers.
Here are tips and tools to help you identify truly-allied companies:
- Check out their social media and read for yourself who and what they support.
- Go to opensecrets.org, a political donation tracker, and see who they are putting their money behind.
- Read their press releases and educate yourself about their boards to see if they have prominent gay figures as board members.
- Make a virtual or in-person appointment with a company representative to ask questions about their office culture and policies.
- Confirm a company’s credentials. Here are a few sites that I find useful:
- Human Rights Campaign Corporate Equality Index 2022
- Equality Florida’s Open Doors Florida
- Refinitiv's Diversity & Inclusion Top 100
- D&I Leaders Diversity and Inclusion Supplier Directory
- US Chamber of Commerce Resource Links for Women-Owned Business Directories
- US Chamber of Commerce Resource Links for Minority-Owned Business Directories
The bottom line is that you need someone in your corner who is going to be invested in making your future better in all aspects of your life. Do your research and don’t support companies who have discriminatory policies or who support candidates who are diametrically opposed to your best interests.
_ _ _
David Treece’s mission as a financial advisor is to empower his clients to put their money where their values are. As a financial fiduciary, he has a legal duty to provide advice and service that is in the best interests of his clients—including honoring their diversity and personal dignity.
He wants you to have that same duty to yourself. Always ensure you are working with someone who is going to advocate for your best interests.
Ready to “gut-check” Treece Financial?
Schedule a complimentary consultation here.
_ _ _
- Seats at the Table: A Call for More Diversity within the Financial Services Industry
- Say GAY! Give voice to your values with your money
- Time’s Up for Women’s Inequality
- Treece Financial: LGBTQ+ Focused Financial Planning & Advocacy Resources
_ _ _