• by Shelby Loebker , June 22, 2023

The social media world is increasingly talking about the idea of social justice fatigue, and how we can balance our desires to support consumer values without adding to that fatigue. But the best answer resides in the actions brands take to demonstrate their commitments. In truth, consumers want to see organizations walk the walk, before they buy into any of the talk.

Every June, brands change their logos to rainbow colors, offer Pride Month sales and launch massive LGBTQIA+ influencer campaigns on social. But no one is stopping to ask whether these are the practical choices consumers actually want.

Although it may sound surprising, sometimes it’s okay to skip Pride Month. In fact, not jumping on the Pride Month bandwagon doesn’t mean your organization isn’t an ally. Support can -- and should -- happen year-round. But leaving your rainbow-hued logo up all year isn’t the solution, either. So how do you prove genuine allyship and stand out in the rainbow-washed landscape we’ve all come to expect?

Walk the talk -- strive for actions coupled with words. Look inside, before you look outside.

First off, support LGBTQIA+ employees and partners internally. Organizations must first guarantee that their employees can be open and authentic in all internal spaces before they even think about outwardly claiming allyship. Be sensitive and cautious about making diverse employees into poster examples, and instead, provide them with opportunities to celebrate their community on their own terms. It’s 2023, and tokenism isn’t acceptable.  

Next, tap into the talents of intersectional LGBTQIA+ creators 12 months a year. Social media is more than just a channel for amplifying activations done elsewhere, and true social-first content still needs to be consistent to be effective. While inclusion is important, suddenly including LGBTQIA+ influencers and creators one month out of the year isn’t the right look -- it’s pandering. Instead, proactively involve these creators in your campaigns just as you would anyone else.

Anytime you promote and involve vulnerable communities, be prepared to defend them -- and maintain that stance. Proper moderation is critical for following through and upholding your support on social media, as well as making sure LGBTQIA+ fans and followers are actually able to comfortably and safely engage with your content. Clearing and blocking harmful comments is the bare minimum -- and I mean that. Then, responding when appropriate with definitive support -- and also reiterating organizational stances on allyship -- will go above and beyond with vulnerable communities.

Don’t view Pride and allyship as an isolated, once-a-year event. Support can and should happen at any time, and not be relegated to dedicated events. If your brand chose to keep a low profile on social media during Pride Month, consider launching a Pride-inspired campaign even in August or January.

And remember, there’s much to be said for supporting intersectionality year-round. That means celebrating everything that makes your employees, creators, fans and communities distinct. By encouraging them to bring their own voices to the table, you’ll be able to bring your brand closer to the communities and audiences that need you most.