Why Rainbows & Temporary Logos Just Don't Cut It– And Why They Never Did

By: Will Everett - Social Strategist

Every June, #RainbowWashing begins to pop up in our news feeds. It’s like clockwork that brands switch their logos on social media and release pride collections to showcase seemingly shallow support for the LGBTQIA+ community. REAL support should go far beyond that.

A Pew Research Center study recently said that 7-in-10 members of the LGBTQIA+ community have encountered harassment online. So again, a temporary logo change, a profitable product collection or a simple “happy pride” post won’t work towards a more accepting #SocialMedia space or world for this community.

Heart & Soul does not believe in temporary or gratuitous logo changes or shallow posts for the sake of getting noticed during #PrideMonth. We prefer to post articles like this one and informative posts like we have in the past to continue the #Pride conversation. We want to ensure we do our part in making social media and work environments safer spaces for all.

PROOF IN THE POSTING - Last year in a viral video, comedian and creator, Megan Stalter, posted a video that hilariously parodies what many of us in the LGBTQIA+ community think of and experience when it comes to brand marketing during Pride Month. As funny as it was, it also hit the nail on the head, and the comment section was very telling.

“Not them profiting off of lgbtq struggles 😳 ”

“Literally every pride 😂😂😂.”

“All of us queer folks are like😭 , why is this reality though??😭😭 ”

The video has over 10k comments and 2MM views and stands as a testament to how important it is to Gen Z / Millennial queer people and their allies to see a change. Adjusting a logo and selling rainbow-themed items won’t place you on the top of some list. To many, it may feel as though your company is making a profit on a community that deserves a voice and a sincere listening ear.

We know that #representation matters. So, seeing genuine members of the LGBTQIA+ community represent brands and knowing that the support is more than just a temporary month-long partnership or Instagram post, speaks volumes for the marketers who have an on-going commitment, not an opportunistic one. 

THE HEART & SOUL WAY - We support the LGBTQIA+ community year round not through logos and t-shirts, but through our actions of acceptance, support and respect inside our walls and outside. It’s quite literally written into the Cultural Contract employees sign when hired. When employees feel respected, represented, accepted and listened to, there’s no need to place a temporary logo for the sake of Pride Month.

At Heart & Soul, I have felt accepted and supported from Day 1– no, even during the hiring process. In fact, after bringing up this topic as a potential content piece, I was encouraged to write an entire article to educate and provide a perspective for our agency.

So what can brand marketers do to properly show their support of the LGBTQIA+ community? Here’s a start:

Leave the rainbow logos in Illustrator

1. Instead of swapping out logos for the month, create meaningful content that highlights what you’re doing for the LGBTQIA+ community
2. Post educational industry content as it relates to supporting the community
3. If you are releasing a Pride collection, make it available year round and be transparent with where funds are going. I’m sure your LGBTQIA+ employees can assist in choosing organizations to donate funds. (The Trevor Project, GLAAD, etc.)

• Personally, nothing makes me more excited than when I see a larger percentage of funds raised from these collections go to LGBTQIA+ organizations

Ensure your benefits are inclusive of the community’s needs

1. Luckily, we’re seeing more of this with 96% of Fortune 500 companies having non-discrimination policies that include sexual orientation. (Source: catalyst.org)

Encourage and enforce an LGBTQIA+ friendly environment

1. This goes beyond just the workplace, but on social media as well
2. Create a welcoming environment for anyone to feel accepted in and advocate for their voices to be heard
3. Almost half (46%) of LGBTQIA+ workers in the United States are closeted in the workplace (Source: catalyst.org)

• Imagine the impact you can have when your company is known for allowing employees and customers to be their most authentic selves

Pride is about being unapologetically you and feeling safe to do so. We’re here to be a source of support and advocacy year round, and we couldn’t be more proud.