opinion

Brands: Pride logos aren't inclusion.

Brands often equate Pride with rainbow logos and superficial gestures, but true allyship means advocating for LGBTQIA+ rights and actively supporting the community year-round. It's time for companies to back up their rainbow rhetoric with real action and help the queer community fight for the basic rights they deserve.

Published June 23, 2024 at 6:02am by

Pride Logo Deepen the Support, Not the Logo
June 21, 2023

Every June, cities across the country celebrate Pride, with companies joining in. But this year is different. Despite partnerships and Pride merchandise, many corporations have scaled back their support due to backlash from conservative and religious groups. For the LGBTQIA+ community, this is more than logos; it's about representation and safety. Harris Poll reveals 84% of LGBTQIA+ adults feel rainbow logos don't make a brand inclusive, with 68% noticing brands back down when facing opposition.

Services and products that affirm diverse identities can be lifesaving... corporate partners are critical to sustaining our impact.

Benitez, Chief Advancement Officer of Texas Health Action, knows this well. Through their Kind Clinic, they provide LGBTQIA+-focused healthcare, addressing a critical need. With their new initiative, Glossy by Kind Clinic, they navigate the industry to offer aesthetic services that enhance and affirm transgender and non-conforming identities.

Rainbow logos aren't enough... Corporations and businesses need to deepen their commitment to LGBTQIA+ communities and their unique healthcare needs.

This Pride Month and beyond, businesses must listen and act on their audiences' needs, creating safe and affirming spaces for LGBTQIA+ individuals to live authentically.

By Diana Benitez, Chief Advancement Officer, Texas Health Action