In June (Pride Month) 🏳️🌈 , most companies set up with their advertising agencies all the marketing stuff to celebrate this month. For example, they change their social media profile picture and post something related to the topic. However, I had some questions surrounding my head, Will they know what it means to support this cause? , Do their Human Resources Policies includes this minority? How do they manage the issue of harassment of people who have other sexual orientations?
As I wrote before, this is a personal analysis of the matter, maybe some businesses manage all the questions I suggested in the previous paragraph, and I congratulate them. Nevertheless, I think that most of them only do this because they think they look cool, but for me is only rainbow washing, and doesn't have any other idea to stand up and fight for this cause.
There are several examples of these kinds of “fights”, To illustrate this, many companies talk about sustainably or equity. However, when you look into them, you will find that they don´t do anything tangible to implement policies or train their team about these controversial subjects.
Ann important lesson I learned when I worked in the Corporate Communication Department, was to be consistent as a brand. You can't pretend to be something you're not unless you want to lose credibility with your team. But if you want to hold an honest speech, you need to be a company that says things and then puts them into action.
🤓 I would like to end this article by sharing some personal conclusions:
It´s not bad if you don´t know about some topic, we can learn everything.
If you want to generate positive impacts on society, do it from wherever you are.
It is not enough to say things but also put them into action.
Do not try to seem like a person you are not. We all have strengths and points to improve. Never stop working on yourself.
Great thoughts and perspective on the matter . Your vibe attracts your tribe and brands can't fool consumers.