These Companies Know What They’re Doing

In the vibrant whirl of Pride Month, where the spirit of love and freedom is celebrated, companies worldwide join in to express their support for the LGBTQ+ community. However, amidst the sea of rainbow-themed products and campaigns, it’s crucial to distinguish genuine allyship from rainbow-washing. That is, the practice of companies capitalizing on Pride symbols and sentiments without truly supporting LGBTQ+ rights.

The Criteria

The genuine champions of Pride Month embody what we call the five I’s: Informed, Intersectional, Impactful, Intentional, and In Good Faith. These criteria help us discern which companies are truly committed to the cause.

• Informed: Companies that educate themselves and their audience about LGBTQ+ history, rights, and issues, ensuring their campaigns and initiatives are respectful and relevant.
• Intersectional: Organizations that recognize the diverse and intersecting identities within the LGBTQ+ community, including race, gender, and disability.
• Impactful: Businesses that go beyond symbolic gestures to positively affect the LGBTQ+ community through donations, partnerships, and advocacy.
• Intentional: Companies whose support for LGBTQ+ rights is clear and unwavering, even when faced with potential backlash. This demonstrates a commitment extending beyond Pride Month.
• In Good Faith: Efforts that are genuine and resonate with the LGBTQ+ community, often indicated by involving LGBTQ+ individuals in the planning and execution of Pride initiatives.

Tony’s Chocolonely

Tony’s Chocolonely is known for its commitment to fair trade, ethically sourced chocolate, and colorful branding. It follows that a company so dedicated to equity would approach LGBTQ+ topics with sensitivity and care. In 2018, after facing accusations of rainbow-washing, ‘Tony’s Chocolonely’ responded with a thoughtful message addressing the core of the criticisms head-on.

Since then, Tony’s Chocolonely has focused its efforts on engaging the LGBTQ+ community by sharing content through LGBTQ+ creators. This gives their content an authentically LGBTQ+ perspective, supports LGBTQ+ creators, and is entirely authentic to their brand. A great example of this is Rainbow Media Co.’s collaboration with ‘Tony’s Chocolonely’ in February of 2023.

Playing Fair was a social-first invitation for queer couples everywhere to participate in a series of couple’s games they can do at home. Rainbow Media Co. created custom-built filters for two unique games that incorporate Tony’s Chocolonely and Ben & Jerry’s exciting new Chocolatey Love A-Fair collaboration.

The North Face

The North Face has a history of promoting inclusivity and diversity, aligning its brand with the values of the LGBTQ+ community even before its recent “Summer of Pride” campaign. This longstanding commitment set the stage for their latest initiative, which boldly features drag queen Pattie Gonia, celebrating the great outdoors as a space for everyone.

The campaign, which debuted on Instagram, gracefully navigates the backlash from anti-LGBTQ+ critics by focusing on the joy of connecting with nature, devoid of any sexual connotations. The North Face’s message is clear: the outdoors should be a safe and welcoming environment for all, a principle they’ve upheld in their advertising efforts over the years.

Spotify

Spotify’s latest initiative, Spotify GLOW, marks a significant stride toward amplifying LGBTQ+ voices in the music industry, an arena where representation has historically been a challenge. Launched with a heartfelt commitment, GLOW aims to showcase and support LGBTQ+ artists and creators globally, providing a dedicated platform for their talents. At the heart of this initiative is the creation of a specialized hub and playlist, which features a diverse array of queer artists including the likes of Bruses, Jean Seizure, and Sam Smith, among others. These artists are not only highlighted on the platform but are also celebrated through year-round promotional efforts, including billboard features across the United States, underlining Spotify’s commitment to fostering visibility and opportunities for LGBTQ+ musicians.

Beyond the digital realm, Spotify GLOW extends its support through tangible actions like songwriting workshops and marketing assistance, aimed at nurturing the creative talents of LGBTQ+ artists. The launch event, punctuated by a panel discussion with queer musicians such as Leland and Miki Ratsula, shed light on the profound impact of such initiatives. Artists shared personal stories of struggle and liberation, underscoring the importance of affirming spaces where they can express their identities and experiences without fear. This sentiment of community and safety, echoed by the artists, highlights the transformative potential of Spotify GLOW not just in elevating queer voices but also in fostering a sense of belonging and healing within the LGBTQ+ community and beyond, making it a beacon of hope and inclusivity in the music industry.

Bombas

Bombas, renowned for its commitment to social responsibility through its one-for-one giving model, donates a pair of socks or undergarments for every item purchased to help the homeless community. Chief Marketing Officer Kate Huyett emphasizes the disproportionate representation of LGBTQ+ individuals within the homeless population, highlighting the acute challenges faced by black transgender people who are five times more likely to experience homelessness compared to the broader U.S. population. Since 2019, Bombas has addressed this issue with targeted product lines and focused donation efforts.

The brand maintains a dedicated Pride collection available throughout the year, underlining its commitment to supporting LGBTQ+ individuals beyond just seasonal acknowledgments. Through its collaboration with the Ally Coalition, Bombas has contributed over 300,000 pairs of socks, demonstrating the tangible impact of its socially conscious approach and its dedication to addressing the specific needs of marginalized communities within the LGBTQ+ spectrum.

Jagermeister

In 2021, Jägermeister took a commendable step in championing LGBTQ+ spaces by sponsoring a poignant documentary short aimed at casting a spotlight on the United States’ remaining lesbian bars. This initiative was an extension of the Lesbian Bar Project’s efforts, which had begun in 2020 as a response to the challenges posed by the COVID-19 pandemic. By backing this project, Jägermeister not only aligned itself with the preservation of these cultural havens but also amplified the stories of the individuals who sustained them. The documentary, featuring insights from bar owners and patrons across cities like New York, Mobile, and Washington, D.C., stood as a testament to Jägermeister’s commitment to supporting diverse and inclusive communities during a critical time.

Highlighting Jägermeister’s dedication to the cause, the documentary—executively produced by Lea DeLaria of “Orange is the New Black”—underscored the brand’s proactive role in safeguarding these vital queer spaces. With the number of lesbian bars dwindling from nearly 200 in the 1980s to less than 25 by 2021, Jägermeister’s involvement signified a crucial intervention. The film’s premiere on Jägermeister’s Global YouTube channel, along with the accompanying fundraising efforts for the Lesbian Bar Project during Pride Month, exemplified the impactful role corporate sponsorship can play in fostering community resilience and social impact, especially in a year as challenging as 2021.

In Conclusion

As we reflect on the varied and impactful ways companies like The North Face, Spotify, Bombas, and Jägermeister have engaged with and supported the LGBTQ+ community, it’s evident that genuine commitment transcends mere seasonal campaigns. From The North Face’s bold celebration of diversity in the great outdoors to Spotify’s empowering spotlight on LGBTQ+ artists, and from Bombas’s targeted support for homeless LGBTQ+ individuals to Jägermeister’s dedication to preserving lesbian bars, each initiative highlights a unique approach to fostering inclusivity.

These efforts collectively underscore a broader narrative: when companies engage with the community in ways that are informed, intersectional, impactful, intentional, and in good faith, they not only contribute to immediate positive change but also help pave the way for a more inclusive future. This comprehensive engagement sets a benchmark for corporate support during Pride Month and beyond, illustrating the profound potential for businesses to contribute to social progress and equality.