Uncubed Analysis: Talent Brand Pride Campaigns
There is a conspicuous dearth of Pride campaigns this year.
In the last handful of years, lots of brands have cashed in on Pride month, waving rainbow flags and trying to jump on the LGBTQ+ inclusion bus. Intentions behind such campaigns are often good, albeit misinformed, but they usually amount to nothing more, and at worst they’re cash grabs that step on a marginalized community to make money.
This is America, so holidays and observances will always be commercialized, no matter how sacred, but lots of brands have been lampooned for their Pride campaigns in particular.
Noticeably absent are the big, ostentatious #weare[insertcompanyname]proud campaigns. I spent the last weekend in a hotel watching horrible cable television and witnessed only one Pride-related commercial, this one for LGBTQ+ content on Hulu.
Pride seems to be showing up in smaller ways this year, in flags and rainbow logos.
For example, Vogue glossed up the logo banner on their site.
As did Tripadvisor.
I understand that mini Pride-month rebrands like these can feel like bandwagoning, especially if the company is otherwise unsupportive of the LGBTQ+ community, but I’m a fan of the understatement here. It’s a better way to nod to Pride without the brutal cash grab or cheap bump to public reputation. It seems like brands have finally gotten the message that a big, empty statement is worse than no statement at all.
Still, some just can’t help but try, and fail. Here’s an example from the world of employer branding: On June 1, the U.S. Marine Corps tweeted an image, and homage to Full Metal Jacket, of an M-1 helmet with rainbow-colored ammunition tucked in the elastic band with the message:
Throughout June, the USMC takes #Pride in recognizing and honoring the contributions of our LGBTQ service members. We remain committed to fostering an environment free from discrimination, and defend the values of treating all equally, with dignity and respect.
#PrideMonth #USMC
I’m…not totally sure what the message is here, but I suppose it could be something like…gay people can kill people too!
What makes a good Pride campaign?
It is possible for companies to participate in Pride month and celebrate LGBTQ+ identities without being totally capitalist and tone deaf.
A good Pride campaign is one that is led by the LGBTQ+ people in your organization. If you want to demonstrate diversity in your organization, don’t just speak on their behalf. Give them the mic.
This work should be facilitated and supported by the company, but it should not be coerced. Employees should be invited to participate, not required.
This means that if you don’t have LGBTQ+ identifying folks in your organization, or don’t have any who want to participate, you don’t do a Pride campaign. If you do, your job is to provide them with the time and resources to make it happen.
One reason (among so, so many) why the USMC tweet is so painful is that the military is not known for being a safe place for members of the LGBTQ+ community, people of color, and women, so it feels especially tone-deaf when it’s the corporate “they” and not the actual members of the LGBTQ+ community speaking here.
Contrast the USMC tweet with this one from Dr. Rachel Levine, the assistant secretary for health, who is also a pediatrician and four-star admiral. Dr. Levine, who is trans, poses with White House press secretary Karine Jean-Pierre, who is gay, for a picture at the White House.
When the 1st openly gay @PressSec and the 1st openly trans @HHS_ASH & four-star admiral meet at the @WhiteHouse during #Pride. Proud to be a part of an administration where everyone can see themselves reflected in leadership. We've come so far. Here's to shattering more ceilings.
This isn’t necessarily part of a Pride campaign from the Department of Health and Human Services (HHS), but consider how much more poignant this tweet is. Why? The words, the message, and celebration comes directly from a trans woman. So when the HHS Twitter account retweets this, which they did, they’re not speaking on Dr. Levine’s behalf, they’re boosting her own message.
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
ABOUT UNCUBED STUDIOS
Launched in 2016, Uncubed Studios is a full-service creative agency with a client list representing the most influential employers on earth along with the high growth tech companies.
The team that brings the work of Uncubed Studios to life is made up of award-winning experts in cinematography, journalism, production, recruitment, employee engagement, employer branding and more.
Interested in speaking with Uncubed Studios? Email us at studios@uncubed.com
