Three Tips for Approaching Pride

“My best friend from childhood and his husband host a Pride Brunch before the parade in Denver. We get the group together at their house, go see the festivities and head back to their house for an afterparty. It’s a fun celebration with great friends.” — Carrie Tomlinson, Account Director

“My dad started volunteering at Denver Pride several years ago. Every year, my family and I support him in those efforts however we can, whether through education, events, groups, clubs, etc. We also support pride-based products year-round.” — Leisa Cashman Trujillo, Interactive Producer

#2: Harness the HRC Municipal Equality Index

The Human Rights Campaign (HRC) is an organization seeking equal rights and fair treatment for the LGBTQ+ community. The group maintains several advocacy campaigns throughout the year and supplies resources to LBGTQ+ individuals and families. One major campaign that concerns the travel and tourism sector is the HRC Municipal Equality Index. Regularly, the organization evaluates destinations on how inclusive the area's policies, laws and services are to LGBTQ+ people. Criteria include non-discrimination laws, the municipality as an employer, municipal services, law enforcement and leadership on LGBTQ+ equality. Destinations are scored and receive a rating between 0 – 100.

Now is a great to time to see how your destination currently ranks and to set a reminder to track change over time. If your destination received a high score, consider highlighting the initiatives responsible for it and brainstorm ways to amplify them. This could be done at a local Pride event for your community as well as on social media, website content or advertising. If your destination did not receive a high score or if you are currently not one of the 506 cities evaluated, you can use the criteria to identify growth opportunities and highlight policies or programs your community has that seek to further inclusivity in the destination.

#3: Avoid "Rainbow Washing"

One of the most common strategies seen during Pride month is brands utilizing the rainbow flag. You'll see it on social media header images, logos, packaging and more. Although this can be seen as a sign that the company is inclusive, if the company's actions do not match the usage of the rainbow flag, then the gesture is empty.

A more meaningful strategy would be to connect your organization to action. Internally, this can include providing employees with engagement opportunities and resources. Externally, this can include partnering with advocacy organizations to assist with established initiatives. Start researching in advance to determine which partner organizations align best with your organization’s goals or intended area of impact. For example, you can partner with a chapter of a national organization such as PFLAG or a local advocacy organization such as Equality Virginia. 

There are many different ways to celebrate Pride—during the month of June and beyond. As you reflect on your own organization’s approach to being inclusive of the LGBTQ+ community, remember that the most important component is authenticity. Engage with your customers and your community to create a genuine experience. Connect your marketing to action with volunteerism, advocacy or donation. And, more than anything, remember that Love is Love.