IT’S THE MOST COLOURFUL TIME OF THE YEAR ????

When I opened Instagram this morning, a post from a religious friend in Georgia, US, caught my eye. It featured rainbow-tinted logos of Mercedes-Benz, BMW, Cisco, Lenovo, and Bethesda. The caption read, "I am nauseated by brands who use the rainbow colors on their logos." Ouch. I understand enough about the Bible and his conservative community to see why he feels that way. But later that day, I heard a similar sentiment from a tofu-eating, ‘left-wing’ Londoner. His gripe wasn’t about beliefs but about the tokenistic allyship, or "pinkwashing" that companies use for marketing.

So, does anyone like the Rainbow logos? Should we ditch them?

Pride Month honors 1969 Stonewall riots and the growing global awareness of the LGBTQIA+ community. June has become a celebratory month, with businesses swapping their traditional logos for rainbow designs to show support. (Except for Skittles! Being polychromatic all year round they wittingly swap their rainbow branding for grey muted colours drawing attention to the struggles of the queer community).

According to WPP’s study of 7,500 people:

• 52% of LGBTQ+ people value the fact that companies change their logos during Pride Month;
• 74% LGBTQ+ and 50% non-LGBTQ+ believe brands need to do more for the community outside of June.?

At Equality Group, we work with Private Equity and Venture Capital firms, which often struggle to move past stereotypical gender and heteronormative beliefs. A report by Proud Ventures found that:

• 79% of LGBTQ+ investors had concealed their identity in some way from fellow investors;
• 75% of LGBTQ+ founders withheld their identity from investors in some form.

Research also shows significant hurdles for LGBTQ+ people in executive roles, despite companies led by LGBTQ+ CEOs performing well in the market (PA Future) (Heidrick & Struggles).?

Even with big brands seeming inclusive, stereotypes and prejudice persist. Fighting these biases requires emotional and cognitive resources and a willingness to take risks. Many LGBTQ+ professionals are wary of revealing their full selves due to the high probability of negative outcomes.

Even if pride logos are somewhat performative, they signal a tolerant environment.

Ideally, companies should back their public advocacy with tangible actions.

For example:

• Psychological Safety

Psychological safety is crucial. It creates an environment where people feel comfortable sharing who they are without fear. This is facilitated by good communication and positive engagements.

• Explicit Paternity Leave

Supporting men in taking full paternity leave and being explicit about their caregiving responsibilities is a game-changer. It signals to women and same-sex couples that they can thrive and progress in your company.

• Open Dialogue

Diverse environments create friction. Be prepared for it. The key is allowing people to share their opinions and, most critically, listen. Many issues evoke strong emotions. The goal is not to find a solution but to decrease tension and ensure people are happy working together. Achieve this not through debates but through listening and empathy.

Match your rainbow logo with actions. Be an active ally.

?? Apply your Pride logo with genuine pride.

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