More than a marketing opportunity: celebrating LGBTQ+ History Month in business

February marks the month-long observance of LGBTQ+ History Month in the UK.

It’s a familiar sight at this time of year to spot businesses adopting a rainbow logo or producing a new range of commemorative products. However, there is debate about whether these expressions of solidarity do more good for the organisations than the communities they claim to support.

So, how can B2B companies authentically represent the LGBTQ+ community this year?

An introduction to the month 

LGBTQ+ History Month is an annual celebration of the figures and events from history that have contributed to the progression of LGBTQ+ movements. Though first founded in the US, LGBTQ+ education charity, Schools OUT UK, led the way in Britain. The month was initiated in the wake of the abolition of Section 28 in 2003, ending the laws that had been in effect since 1988 across Britain that prohibited the promotion of homosexuality by local authorities. Though related, LGBTQ+ History Month is not to be confused with Pride month, which is held in June and dedicated to observing community visibility and the move towards equality.

LGBTQ+ History Month creates role models – people who might otherwise have been overlooked in history – and celebrates gay rights and other civil rights movements.

This month’s tagline is: ‘Claiming the past. Celebrating our present. Creating our future.’ So, if it’s the future we’re creating, how can brands get involved?

Don’t just jump on the LGBTQ+ bandwagon 

Companies are becoming more informed of their responsibility when it comes to diversity and inclusivity. Honouring dedicated months such as LGBTQ+ History Month provides an opportunity for brands to bring this awareness to front of mind. However, it is important for brands to question their motivations. Is your brand truly seeking to represent the LGBTQ+ community or is your support for the cause superficial?

You’ve probably heard of greenwashing already – it has become a more familiar term within the corporate world. It’s when an organisation spends more time marketing themselves as environmentally friendly than on minimising their harmful environmental impact. In much the same way, pinkwashing is the employment of marketing strategies aimed at promoting a company’s ‘gay-friendliness’ for ends having little or nothing to do with LGBTQ+ equality or inclusion.

Also known as ‘rainbow marketing’ it can involve the commercialisation and commodification of LGBTQ+ movements for the sake of brand promotion or product selling. B2C brands such as fashion companies and other high-street retailers have historically been most guilty of this, and of exploiting marginalised communities by turning them into markets.

While there is increasing pressure on brands to put their words into action and prove their support through impactful activity such as donations, many organisations still fail in this. In 2019, 40% of the companies that used rainbow branding during LGBTQ+ History Month and Pride Month contributed nothing at all to LGBTQ+ charities or communities.

An opportunity for B2B brands to reflect 

So far, we’ve concentrated on where brands can go wrong when observing LGBTQ+ History Month, but that shouldn’t be the takeaway from this blog. The purpose of having these annual observances is for organisations to bring the issues front of mind and provide an opportunity for focussed reflection that can lead to positive outcomes.  

The most important way that brands can commemorate the month is by scrutinising the internal workings of their company to make sure they promote inclusivity and openness among their workforce. 56% of LGBTQ+ people still feel uncomfortable being open about their sexual orientation in the workplace, and 26% of LGBTQ+ people have reported hiding or disguising their identity at work for fear of discrimination.

It is an empty show of solidarity to focus that month’s marketing campaign on inclusivity simply because it is topical to do so. Instead, it should be about establishing and embedding forward-thinking policies and investing in partnerships that last for years to come. Many B2B brands are already leading with their commitment to the cause. For example, IBM has consistently been named the ‘world’s most gay-friendly company’. A section of its website is dedicated to inclusivity and details the internal changes being made to support those within their workforce who identify as LGBTQ+.

Continuing to educate yourself around language is also important for brands, particularly when producing regular content. Is the content you’re generating promoting inclusivity, both in themes and in vocabulary? If not, perhaps it is time to evaluate how to improve on this.

The number of B2B brands looking to develop their corporate social responsibility (CSR) plans has increased significantly. We wrote a blog about this trend some weeks back. One positive outcome that could come out of LGBTQ+ History Month for brands this year could be to revise your CSR strategy to ensure your inclusive values and commitments are communicated clearly and accurately.

Whether you’re a start-up looking to lead with values or an established brand with decades of marketing experience behind you, no business is ever above education. And we include our business in this commitment.

Further resources about LGBTQ+ History Month in 2022 can be found here.

See our LinkedIn to join in the conversation about what B2B brands can do to celebrate LGBTQ+ History Month.

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.