Beyond the Hashtag: Why Performative Allyship Doesn’t Work

As a consultant in the diversity, equity and inclusion space, I often encounter clients who are excited about their latest social media campaign or inclusion statement supporting a marginalised or underserved group. While the intentions are usually good, I find myself having to burst their bubble. Why? Because these actions often fall into the trap of performative allyship – a phenomenon that’s become all too common in our social media-driven world.

What is Performative Allyship?

Performative allyship is the equivalent of changing your profile picture to support a cause and calling it a day. It’s when individuals or organisations make a show of supporting marginalised groups without actually doing the hard work of creating real change. Think of the company that changes its logo to a rainbow flag for Pride Month but doesn’t have any LGBTIQA+ inclusive policies. Sound familiar?

The Problem with Good Intentions

One of the main reasons why performative allyship fails to deliver meaningful results is the lack of genuine commitment. When allyship becomes a trend rather than a conviction, individuals and organisations can view it as a box to tick rather than a deep commitment they must make to creating sustainable change. As a result, they may simply go through the motions, hosting morning teas without fully absorbing or internalising what true allyship means.

Resistance and Resentment

Performative allyship can also breed resentment and cynicism among the very groups it’s meant to support. When people see through these shallow gestures, it can lead to frustration, disillusionment and sometimes even departures. I’ve seen this play out in the focus groups I run where employees express how hard it is to get improved data collection to support the DEI work but then how the organisation is paying exorbitant speaker fees for the latest event. That event that is being run with the idea of demonstrating support can actually alienate employees.

The Way Forward: Moving Beyond Performance

So, what’s the alternative? Instead of relying on performative gestures, we need to embrace genuine, action-oriented allyship. Here’s how:

1. Educate yourself: Don’t rely on marginalised groups to identify and raise the issues. Do the work of learning about systemic issues and your own biases.
2. Listen more than you speak: Centre the voices and experiences of the communities you want to support.
3. Take consistent action: Allyship isn’t a one-time performance; it’s an ongoing commitment.
4. Use your privilege: Speak up in spaces where marginalised voices might not be heard. But remember, amplify their voices, don’t speak for them.
5. Be willing to make mistakes: This is one of the biggest barriers to demonstrating allyship – being ok with getting it wrong. Real allyship involves uncomfortable growth and courage. Be open to feedback and willing to learn from missteps. Don’t let your fear stop you from trying to change the status quo.

The effectiveness of allyship cannot be measured by the number of supportive posts or corporate statements made. True progress lies in creating environments where diversity is valued and sought after, equity is understood and created, and inclusion is seen as a must have not a nice to have.

Remember, true allyship isn’t about making yourself look good – it’s about creating real, lasting change. It’s not always comfortable, it’s not always visible, but it’s always necessary. Let’s move beyond performative allyship and commit to doing the real work.?

To discuss what that real work might look like in your context book a call with me today.