By now, you’ve probably heard of the historic parallels between the Black Lives Matter protests and the Stonewall riots of 1969. Minority groups fighting for their rights, backlash against police brutality, and seas of people taking to the streets, are just some of the noticeable similarities. Another way these movements resemble one another is that Black folks have been at the forefront of both of them.
The LGBTQ community has fervently backed BLM and is demanding real change. As a community, they are looking for groups in power, such as national brands, to endorse the movement and fight for reform. While it might be difficult to figure out how to authentically communicate your message of support, just make sure you are helping advance the cause in a way that seems genuine to your brand.
One thing is for sure: If you want to continue (or start) marketing yourselves to the LGBTQ community, you have to be on board with the messages of Black Lives Matter. Here are some tips all businesses can follow to support BLM.
Take a stand
It’s not ok to be silent. We must all use our voices in some way, shape, or form to advocate for reform. Don’t doubt for one second that people are looking at company websites and social channels for messages of support. Speak up now or risk losing part of your audience.
Use the most inclusive form of the rainbow flag
If you chose to fly the Pride flag, use the Progress Pride flag designed by Daniel Quasar. Instead of just the typical rainbow colors, the Progress flag has white, pink, light blue, black, and brown added to it. These colors are to show support for trans communities and POC who face significantly more discrimination than their cis-white counterparts.
(Progress Pride Flag)
Donate to groups empowering Black voices
Monetary contributions are perhaps the most direct way that we can help communities of color. Fund community projects, art, and bail funds. Consider a donation match to double contributions.
If your site has an LGBTQ section, make sure part of it also speaks about the issue of race and your photography is diversified
LGBTQ marketing is about inclusion. Demonstrate your commitment to diverse marketing in all forms by showing that on your website.
When working with queer influencers, make sure it’s a diverse group
Queer influences have very powerful voices. The LGBTQ community values the opinions of its fellow members, perhaps more than any other group. Engage influencers to work with your brand and make sure diversity is top of mind.
In support of the BLM movement, I have chosen to make a donation to The Arts Administration of Color. Please consider a donation of your own to The Arts Administration of Color or another organization using the link below
A few additional thoughts:
Please don’t use the BLM movement as a marketing ploy. You should support the cause because you believe in it. This blog is about getting your message out while doing what is right.
Finally, I am not a POC and do not claim to speak for that community. As a member of the LGBTQ community, I am speaking on how this movement is something that I stand up for and why it’s important to see brands paving the way for change.