Pronouns Matter: Pride Inclusion Is a Never-Ending Quest

A chief criticism that has bubbled up over the past few years within the LA queer community is that West Hollywood’s parade is laser-focused only on gay, white male representation. Ironically, this neighborhood-turned-municipality, developed to be all-inclusive and welcoming to the queer community since the early 1900s, is now being perceived as exclusionary 100 years later. Alongside a larger global cultural movement toward true inclusivity, the queer community at large is magnifying a lens on sharper ways to heighten its own levels of inclusion.

With many more BIPOC, trans, lesbian and other queer communities aligning with Pride celebrations—the flag has been updated, if you hadn’t noticed—how can companies and marketers know how to best honor the all-encompassing queer experience?

We’ve all painfully watched the inevitability of commercialization shame earnest efforts to speak respectfully with (not just to) the community. As sexuality has become more broadly fluid and the definition of “queerness” greatly expands in modern consciousness, the approach to speaking with the community must also pivot.

22 LGBTQ+ Changemakers Creating More Inclusive Spaces

The complexity and fluidity of who the “community” has become inclusive of are downright intimidating if you aren’t willing to be open, listen and learn. Definitions are constantly in challenge and flux. For those of us who aren’t directly part of the queer community, deciphering the particulars of social context can be confusing.

This is where educational commitment—that quest to existentially understand that the definition is, by nature, fluid—comes into focus. And it’s perplexing because fluidity is counterintuitive to some of the basic principles of marketing. You can’t pick one target and aim for it, you need to understand that the target is nebulous and reflective of a very emotional, personal, historied and varied journey for every individual.

Addressing these cultural quandaries from a company purpose perspective can provide spicy and necessary internal dialogues. CEOs and CMOs are now often expected to have a point of view on how to pivot work to reflect a varied consumer set, yet rarely have enough time to get up to speed on where the temperature of culture really is. Creative and PR agencies work tirelessly to swiftly distill principles that work universally to connect clients with queer communities, but they lack the in-house vantage point on what feels right for the brand.

Despite the odds, how can marketers respectfully and authentically honor the ever-evolving queer community? 

Evolve with them

Words matter. Context matters. Pronouns, and respecting the value of their evolution and usage, matter.

I can’t tell you how many times I’ve heard someone scoff dismissively at the use of pronouns in an appropriate setting, then try to talk about the virtues of DEI minutes later. The beauty of pronouns is that they acknowledge the fluid nature of queerness and help the declarer to establish that identity. With pronouns, all confusion and lack of clarity subside because it is self-defined. Allow that to be taken seriously within your plans.

We know that commercialization is inevitable as movements become more public, but be very careful in your approach to commoditization. Rainbow washing has been flagged across many inclusion efforts that haven’t hit the mark because of off-putting, transparent commodity goals. The monetary aim cannot be an end goal to do this respectfully or authentically, period.

Provide genuine support 

Uplifting the community through visibility should be a driver, but money talks. Money helps organizations doing year-round work achieve their goals, and donations and contributions should be concentrated toward those your company best aligns with. Seek ways to tie in donations that help the community through the lens of your brand purpose and ethos.

Support also means leaning deep into comment moderation and community engagement when you launch a campaign. There will often be commentary and perspectives that are overtly offensive to the queer community, sometimes even your employees or talent you are working with. When this occurs, inaction is action and sends a contradictory signal. Show up with dignity and speed to protect, as it is equally as important that your follow-up actions mirror your initial intent.

Involve the community

It should be table stakes in 2022 that you’re considering who is behind the lens and writing copy as well as being featured in content. You should also be looking into internal resources such as focus groups, ERGs, trusted consultants and your employees to provide a POV for the community through a brand lens.

This doesn’t mean putting the work on them, but rather incorporating them as a gut check on how a campaign might impact the larger community. Their involvement plants an even stronger root for the company to prioritize and envision future impacts of the work for consumers and for themselves. 

During the aforementioned LA Pride parade, company branding was evident and worn proudly by employees of companies who participated. Each of those companies invested in the involvement of their home community first, which in turn extended a message to the outside community, a.k.a consumers. Take care of your home first—it’s the strongest signal any company can make.

This article is part of a special Voice series, Proud Voices: How the LGBTQ+ Community Is Choosing Resilience, intended to educate marketers on what they can learn from the culture about authenticity and pride.

Lessons Taught and Learned Through the Art of Drag