Insights
Feb 16, 2025
How to Avoid Rainbow Washing this Pride in Ireland
As Pride Month approaches, many companies are gearing up to show their support for the LGBTQ+ community. While this is undoubtedly a positive step towards inclusivity and diversity, there is a growing concern about the phenomenon known as "rainbow washing." Rainbow washing occurs when companies superficially adopt LGBTQ+ symbols and messaging (and often capitalising on them) without making meaningful changes to support the community year-round.
So let’s talk about how to ensure that your company's support for Pride Month is authentic and impactful, here are some strategies to avoid rainbow washing:
- Educate Yourself and Your Team: Before launching any Pride Month initiatives, take the time to educate yourself and your team about LGBTQ+ issues. Understand the history of Pride, the challenges faced by the community, and the terminology used. This knowledge will help you approach Pride Month with sensitivity and authenticity.
- Listen to LGBTQ+ Voices: Rather than assuming what the community needs, listen to LGBTQ+ voices within and outside of your organization. Engage in conversations with LGBTQ+ employees, customers, and community leaders who choose to tell their stories. This will help you tailor your initiatives to meet genuine needs.
- Embed Inclusivity Into Company Culture: Supporting the LGBTQ+ community should not be limited to one month out of the year. Take proactive steps to embed inclusivity into your company culture year-round. This could include implementing inclusive policies strategic planning, providing diversity training, and fostering an environment where all employees feel valued and respected.
- Authentic Partnerships: If your company plans to partner with LGBTQ+ organisations or donate to related causes during Pride Month, ensure that these partnerships are authentic and meaningful.
- Some Irish organisations and groups include:
- BelongTo
- Dublin Pride
- Queer Asian Pride
- Black Queer Book Club
- Outhouse
- ShoutOut
- Avoid Tokenism: Be mindful of tokenism when featuring LGBTQ+ representation in your marketing materials or events. Representation should be authentic and respectful, rather than tokenistic or stereotypical. Ensure that LGBTQ+ individuals are given a platform to share their own stories and experiences on their own terms. Marketing departments should stay connected to the ongoing activities of the organisation in pride month.
- Transparency and Accountability: Be transparent about your company's efforts to support the LGBTQ+ community, and hold yourself accountable for any promises or commitments made. Transparency builds trust, while accountability ensures that your actions align with your values.
- Celebrate Diversity in All Its Forms: While Pride Month is a time to celebrate LGBTQ+ identities, it's essential to recognise and celebrate diversity in all its forms year-round. Intersectionality is key to creating an inclusive environment where everyone feels valued and respected.
- Remember, it's not just about showing solidarity for one month out of the year but about creating lasting change and fostering a culture of inclusivity and acceptance.
GORM is an multi-award winning social enterprise on a mission to unify across differences and advance belonging for marginalised communities through intercultural media and education. Guided by evidence based methods such asBelonging Design Principles and Intercultural Competence Frameworks, GORM delivers its services to Elevate the voices of diverse communities through media, Enable Communities to tell their stories through community programme, and Equip leaders through evidence based intercultural consultancy. GORM aids in the sustainable goals of (10) reducing inequality and (16) Peace, justice and strong institutions.
