More Than A Campaign: Inclusion beyond the rainbow logo
By Veronica Figueroa Fernandez, PRSA Diversity & Inclusion Committee
Inclusive marketing has become a consumer expectation. And when companies, such as MAC Cosmetics, Levi Strauss & Co., and many others, have inclusive practices embedded into the fabric of their business, are proud to be a part of the progress toward equality, and are forces of change within the community, they will attract the right talent to deliver their brand message in an authentic way, fortify brand relevancy and drive sales.
“The best LGBTQ marketing or public relations campaign your brand can push is the authentic joy your employees feel while contributing their best selves at work,” said Yolanda Londono. Prior to retiring, London served as Tupperware’s former vice president of global responsibility.
Earlier this year, Londono spoke at the U.S. Chamber of Commerce Foundation’s Inclusion Incorporated Florida Regional Forum, an event created for businesses and partners to realize the full benefits of fostering LGBTQ inclusion.
Numerous studies have shown the positive impact of LGBTQ-inclusive practices on a company’s bottom line and its ability to attract and retain talent. To put it simply, diverse teams deliver superior results. Diversity is essential in marketing, but without an inclusive workplace culture, your message will seem inauthentic.
These days, consumers are looking for inclusion beyond rainbow logos and seasonal campaigns. They’re holding companies responsible for their hiring practices because they are looking to support companies that support its LGBTQ employees.
But despite significant progress, nearly 50% of LGBTQ workers nationwide remain closeted on the job, according to the Human Rights Campaign Foundation’s, A Workplace Divided: Understanding the Climate for LGBTQ Workers Nationwide. The report also shared 31% of LGBTQ employees said they have felt unhappy or depressed at work, with many not reporting incidents because they did not think anything would be done to address it.
What efforts can companies take in order to create an LGBTQ-inclusive environment in the workplace?
Integrate diversity training programs depicting realistic scenarios, including those issues reflecting the LGBTQ community, to directly impact office behavior. These programs can be integrated into already existing diversity and inclusion programs and help build inclusivity from the core.
Create and enforce inclusive policies, and establish procedures for dealing with employees who violate your policies.
Ensure your employee benefits, such as health insurance or life insurance, does not exclude your LGBTQ employees.
Develop gender-transition resources and guidelines for your company’s transgender and gender non-conforming employees.
Become involved in the community by supporting or sponsoring local events, such as Pride parades and festivals, or participating in Spirit Day, an annual awareness day created as a sign of support for LGBTQ youth and to speak out against bullying.
The U.S. CHAMBER OF COMMERCE FOUNDATION is dedicated to strengthening America’s long-term competitiveness. We educate the public on the conditions necessary for businesses and communities to thrive, how business positively impacts communities, and emerging issues and creative solutions that will shape the future.
PRSA Orlando’s Diversity and Inclusion Committee attended the program to be able to share key takeaways with chapter members, and learn how to incorporate Londono’s advice within the public relations industry.
